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Cross-Cultural Selling For Dummies

Michael Soon Lee | Ralph R. Roberts
€19.99
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A01=Michael Soon Lee
A01=Ralph R. Roberts
Author_Michael Soon Lee
Author_Ralph R. Roberts
bilingual selling
Category=KJS
collectivist culture
cross-cultural negotiation
cross-cultural selling
cross-culture communication
cultural competence
cultural differences
diverse customers
diversity selling
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_nobargain
eq_non-fiction
ethnic customers
ethnic selling
global market
global selling
minorities
multicultural advertising
multicultural business etiquette
multicultural clients
multicultural customer service
multicultural customers
multicultural marketing
selling across cultures
selling to African Americans
selling to immigrants
selling to minorities
  doing business across cultures

Product details

  • ISBN 9780470377017
  • Weight: 590g
  • Dimensions: 188 x 236mm
  • Publication Date: 14 Nov 2008
  • Publisher: John Wiley & Sons Inc
  • Publication City/Country: US
  • Product Form: Paperback
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Description
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 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!
About Michael Soon Lee | Ralph R. Roberts
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.

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