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:

• Reach out to multicultural customers
• Develop strong relationships
• Adapt your sales presentations and techniques
• Clear language barriers
• Boost your street cred
• Present appealing financing options
• Create a foundation for long-term success
• Handle negotiations with skilled hagglers
• Recognize and overcome objections
• Adopt techniques to close the sale
• Create a strong referral base
• Avoid cultural conflicts
• Maintain a diverse sales team

According to the Selig Center for Economic Growth, the combined purchasing power of the multicultural market grew to over $2 trillion in 2007 – exceeding the annual GNP of all but the nine largest economies of the world. Yes, the marketplace has gone global, but many business owners, CEOs, and salespeople haven’t yet made the transition. As a result, they’re handing their share of this potentially lucrative market to anyone who’s smart and ambitious enough to accommodate customers from other cultures.

Don’t let your competitors chip away at your multicultural market share without a fight. By being the first in your industry to pursue the multicultural market, you have an excellent opportunity to boost your sales and your bottom line. And Cross-Cultural Selling For Dummies shows you how.

In Cross-Cultural Selling For Dummies, diversity and sales expert Michael Soon Lee of EthnoConnect (www.EthnoConnect.com) and sales coach and speaker Ralph R. Roberts (AboutRalph.com) team up to show you how to adjust your strategies to the needs of buyers from other cultures, so you can instantly grow your market by at least a third!

Cross-Cultural Selling For Dummies provides practical tips and strategies showing you exactly what you need to do to appeal to clientele from different cultures: