Cross–Cultural Selling For Dummies

Appeal to the multicultural market and send your sales soaring
Want to reach out to customers from other cultures? This practical, easy–to–understand guide shows you how to tap into multicultural markets, from establishing solid relationships to adapting your advertising to meeting the needs of your new clientele. You′ll acquire key cross–cultural skills and build a coordinated effort that engages all aspects of your business.
Adapt to multicultural markets — measure the purchasing power of other cultures and change the way you market and sell
Develop a marketing campaign with wide appeal — do your research, pick the right media, tune your materials to your market, and establish a presence in the community
Build rapport with culturally diverse clients — identify generational differences, pronounce names correctly, and determine customer motivation
Adapt your sales presentation and techniques — clear language barriers, boost your street cred, and present financing options in ways that appeal to your multicultural clientele
Close the sale — recognize and overcome objections, handle negotiations with skilled hagglers, and head off potential buyer′s remorse
Create a foundation for long–term success — excel at customer service, create a strong referral base, and maintain a diverse sales team
Open the book and find:
Six steps to a multicultural mindset
Tips for overcoming stereotypes
Strategies for sizing up your competition
Guidelines for building a diversity–friendly business
Tips for adapting your product line
Do′s and don′ts for meeting and greeting
The most common buying signals
Culture–specific insiders information
Strategies for generating referrals

Spis tre ści:
Introduction.
Part I: Mastering the Multicultural Mind–Set.
Chapter 1: Expanding Your Market.
Chapter 2: Realizing the Incredible Untapped Potential of the Multicultural Market.
Chapter 3: Assessing Your Cross–Cultural Sales Readiness.
Chapter 4: Developing Cross–Cultural Competency.
Part II: Multicultural Marketing and Beyond.
Chapter 5: Building a Marketing Campaign with Global Appeal.
Chapter 6: Developing a Comprehensive Program.
Chapter 7: Building Your Diversity–Friendly Place of Business.
Part III: A Crash Course in Cross–Cultural Sales.
Chapter 8: Mastering the Meet and Greet.
Chapter 9: Building Rapport with Culturally Diverse Clientele.
Chapter 10: Investigating Needs and Probing for Buying Signals.
Chapter 11: Adapting Your Sales Presentation and Techniques.
Chapter 12: Closing the Sale with Diverse Clients.
Chapter 13: Negotiating with Natural–Born Hagglers.
Part IV: Taking Your Game to the Next Level.
Chapter 14: Tweaking Your Customer–Service Skills.
Chapter 15: Generating Word–of–Mouth Referrals.
Chapter 16: Building, Managing, and Retaining a Diverse Sales Team.
Part V: The Part of Tens.
Chapter 17: Ten Myths about Customers from Other Cultures.
Chapter 18: Ten Common Stereotypes of Americans.
Appendix: Culture–Specifi c Insiders Information.
Index.

Nota biograficzna:
Michael Soon Lee, MBA, is a nationally recognized expert in selling and marketing to multicultural customers. He is a diversity consultant and speaker, an award–winning salesperson, and the author of several books.
Ralph R. Roberts is an award–winning and internationally acclaimed real estate agent, speaker, sales coach, consultant, and author.

Okładka tylna:

Appeal to the multicultural market and send your sales soar ing
Want to reach out to customers from other cultures? This practical, easy–to–understand guide shows you how to tap into multicultural markets, from establishing solid relationships to adapting your advertising to meeting the needs of your new clientele. You′ll acquire key cross–cultural skills and build a coordinated effort that engages all aspects of your business.
Adapt to multicultural markets — measure the purchasing power of other cultures and change the way you market and sell
Develop a marketing campaign with wide appeal — do your research, pick the right media, tune your materials to your market, and establish a presence in the community
Build rapport with culturally diverse clients — identify generational differences, pronounce names correctly, and determine customer motivation
Adapt your sales presentation and techniques — clear language barriers, boost your street cred, and present financing options in ways that appeal to your multicultural clientele
Close the sale — recognize and overcome objections, handle negotiations with skilled hagglers, and head off potential buyer′s remorse
Create a foundation for long–term success — excel at customer service, create a strong referral base, and maintain a diverse sales team
Open the book and find:
Six steps to a multicultural mindset
Tips for overcoming stereotypes
Strategies for sizing up your competition
Guidelines for building a diversity–friendly business
Tips for adapting your product line
Do′s and don′ts for meeting and greeting
The most common buying signals
Culture–specific insiders information
Strategies for generating referrals