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

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