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This practical, easy-to-understand guide shows you how to measure the purchasing power of other ...
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:
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!
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.