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 customers Develop strong relationships Adapt your sales presentations and techniques Clear language barriers Boost your street cred Present appealing financing options Create a foundation for long-term success Handle negotiations with skilled hagglers Recognize and overcome objections Adopt techniques to close the sale Create a strong referral base Avoid cultural conflicts Maintain 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!