Cross-Cultural Selling for Dummies

ISBN-13: 9780470377017 / Angielski / Miękka / 2008 / 384 str.

Lee

Opis

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

Spis treści

Introduction.

Part I: Mastering the Multicultural Mind–Set.

Chapter 1: Expanding Your Market.

Chapter 2: Realizing the Incredible Untapped Potential of the Multicultural Market.

Chapter 3: Assessing Your Cross–Cultural Sales Readiness.

Chapter 4: Developing Cross–Cultural Competency.

Part II: Multicultural Marketing and Beyond.

Chapter 5: Building a Marketing Campaign with Global Appeal.

Chapter 6: Developing a Comprehensive Program.

Chapter 7: Building Your Diversity–Friendly Place of Business.

Part III: A Crash Course in Cross–Cultural Sales.

Chapter 8: Mastering the Meet and Greet.

Chapter 9: Building Rapport with Culturally Diverse Clientele.

Chapter 10: Investigating Needs and Probing for Buying Signals.

Chapter 11: Adapting Your Sales Presentation and Techniques.

Chapter 12: Closing the Sale with Diverse Clients.

Chapter 13: Negotiating with Natural–Born Hagglers.

Part IV: Taking Your Game to the Next Level.

Chapter 14: Tweaking Your Customer–Service Skills.

Chapter 15: Generating Word–of–Mouth Referrals.

Chapter 16: Building, Managing, and Retaining a Diverse Sales Team.

Part V: The Part of Tens.

Chapter 17: Ten Myths about Customers from Other Cultures.

Chapter 18: Ten Common Stereotypes of Americans.

Appendix: Culture–Specifi c Insiders Information.

Index.

O autorze

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.

Blurb

Appeal to the multicultural market and send your sales soaring

Want to reach out to customers from other cultures? This practical, easy–to–understand guide shows you how 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.

• Adapt to multicultural markets measure the purchasing power of other cultures and change the way you market and sell

• Develop a marketing campaign with wide appeal do your research, pick the right media, tune your materials to your market, and establish a presence in the community

• Build rapport with culturally diverse clients identify generational differences, pronounce names correctly, and determine customer motivation

• Adapt your sales presentation and techniques clear language barriers, boost your street cred, and present financing options in ways that appeal to your multicultural clientele

• Close the sale recognize and overcome objections, handle negotiations with skilled hagglers, and head off potential buyer′s remorse

• Create a foundation for long–term success excel at customer service, create a strong referral base, and maintain a diverse sales team

Open the book and find:

• Six steps to a multicultural mindset

• Tips for overcoming stereotypes

• Strategies for sizing up your competition

• Guidelines for building a diversity–friendly business

• Tips for adapting your product line

• Do′s and don′ts for meeting and greeting

• The most common buying signals

• Culture–specific insiders information

• Strategies for generating referrals