Introduction --- Part I: Mastering the Multicultural Mind-Set. 1. Expanding Your Market -- 2. Realizing the Incredible Untapped Potential of the Multicultural Market -- 3. Assessing Your Cross-Cultural Sales Readiness -- 4. Developing Cross-Cultural Competency --- Part II: Multicultural Marketing and Beyond. 5. Building a Marketing Campaign with Global Appeal -- 6. Developing a Comprehensive Program -- 7. Building Your Diversity-Friendly Place of Business --- Part III: A Crash Course in Cross-Cultural Sales. 8. Mastering the Meet and Greet -- 9. Building Rapport with Culturally Diverse Clientele -- 10. Investigating Needs and Probing for Buying Signals -- 11. Adapting Your Sales Presentation and Techniques -- 12. Closing the Sale with Diverse Clients -- 13. Negotiating with Natural-Born Hagglers. --- Part IV: Taking Your Game to the Next Level. 14. Tweaking Your Customer-Service Skills -- 15. Generating Word-of-Mouth Referrals -- 16. Building, Managing, and Retaining a Diverse Sales Team --- Part V: The Part of Tens. 17. Ten Myths about Customers from Other Cultures -- 18. Ten Common Stereotypes of Americans --- Appendix: Culture-Specific Insiders Information.
Summary:
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.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.