Want to reach out to multicultural customers? 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.
• 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.
• Identify generational differences within a culture, pronounce names correctly, and determine 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

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!

About the Author: 

Michael Soon Lee, DBA, CRS, GRI, has been a real estate broker for over thirty years and has taught tens of thousands of agents around the world about how to develop an endless stream of new clients, to become a world class negotiators and to defend their commissions against increasing downward pressures. Dr. Lee is the author of eight books and hundreds of real estate articles and uses his systems to get his clients to pay him 120% more than other agents in his area.