Do you want to increase your sales? Why not tap the fastest-growing
consumer market in the country?
According to the Selig Center for Economic Growth, the combined
purchasing power of the multicultural market grew to over $2
trillion in 2007 - exceeding the annual GNP of all but the nine
largest economies of the world. Yes, the marketplace has gone
global, but many business owners, CEOs, and salespeople haven't yet
made the transition. As a result, they're handing their share of
this potentially lucrative market to anyone who's smart and
ambitious enough to accommodate customers from other cultures.
Don't let your competitors chip away at your multicultural
market share without a fight. By being the first in your industry
to pursue the multicultural market, you have an excellent
opportunity to boost your sales and your bottom line. And
"Cross-Cultural Selling For Dummies" shows you how.
In "Cross-Cultural Selling For Dummies," diversity and sales
expert Michael Soon Lee of EthnoConnect (www.EthnoConnect.com) and
sales coach and speaker Ralph R. Roberts (AboutRalph.com) team up
to show you how to adjust your strategies to the needs of buyers
from other cultures, so you can instantly grow your market by at
least a third!
"Cross-Cultural Selling For Dummies" provides practical tips and
strategies showing you exactly what you need to do to appeal to
clientele from different cultures: Assess your multicultural
readiness (a self-test) Meet and greet prospective clients without
turning them off Adapt your sales presentation and techniques for
optimum effect Recognize multicultural buying signals Acquire
closing techniques that are more effective with clients from
othercultures Negotiate with clients who may have more experience
and expertise with haggling than you do Build your referral base in
the ethnic community Hone your multicultural customer service
skills Adjust your marketing campaign to make it more appealing to
clients from other cultures Go beyond marketing to make your entire
business multicultural friendly Redesign your store or office to
make it appeal to a broader clientele Adapt your product line for
multicultural sales Assemble and manage your own multicultural
sales team Discover commonly held myths about your own culture and
others that may be holding you back Uncover a host of multicultural
resources that can help you transition your business for other
markets
Michael Soon Lee is a nationally-recognized speaker on sales,
culture, and diversity; an award-winning salesperson; and a sales
manager for both large franchised corporations and independent
companies.
Ralph R. Roberts is a leading expert in sales and real estate, a
nationally known sales coach and consultant, and an accomplished
author and co-author of numerous books, including "Advanced Selling
For Dummies,"
Joe Kraynak is an experienced freelance writer who has authored
and co-authored over 50 books on a wide variety of topics,
including sales, real estate investing, food allergies, bipolar
disorder, and slam poetry.
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