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