Cross-Cultural Selling For Dummies by Michael Soon Lee

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Want to reach out to multicultural customers? Cross-Cultural Selling For Dummies is packed with everything you need to know 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.

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!


About Michael Soon Lee

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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.
Published November 24, 2008 by For Dummies. 388 pages
Genres: Business & Economics. Non-fiction

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