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