This practical, easy-to-understand guide shows you how to measure the purchasing power of other cultures and change the way you market to them. You’ll learn how to do multicultural research, develop a marketing campaign with wide appeal, pick the right media, tune your materials to the market, and establish a presence in the community. You’ll find tips on identifying generational differences with in a culture, pronouncing names correctly, and determining customer motivation. Discover how to:Reach out to multicultural customersDevelop strong relationshipsAdapt your sales presentations and techniquesClear language barriersBoost your street credPresent appealing financing optionsCreate a foundation for long-term successHandle negotiations with skilled hagglersRecognize and overcome objectionsAdopt techniques to close the saleCreate a strong referral baseAvoid cultural conflictsMaintain a diverse sales team
You can realize the incredible untapped potential of the multicultural market to send your sales soaring and your profits off the charts. Cross-Cultural Selling For Dummies shows you how!
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