Description
Book SynopsisDo you want to increase your sales? Why not tap the fastest-growing consumer market in the country? 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.
Table of ContentsIntroduction. Part I: Mastering the Multicultural Mind-Set.
Chapter 1: Expanding Your Market.
Chapter 2: Realizing the Incredible Untapped Potential of the Multicultural Market.
Chapter 3: Assessing Your Cross-Cultural Sales Readiness.
Chapter 4: Developing Cross-Cultural Competency.
Part II: Multicultural Marketing and Beyond.
Chapter 5: Building a Marketing Campaign with Global Appeal.
Chapter 6: Developing a Comprehensive Program.
Chapter 7: Building Your Diversity-Friendly Place of Business.
Part III: A Crash Course in Cross-Cultural Sales.
Chapter 8: Mastering the Meet and Greet.
Chapter 9: Building Rapport with Culturally Diverse Clientele.
Chapter 10: Investigating Needs and Probing for Buying Signals.
Chapter 11: Adapting Your Sales Presentation and Techniques.
Chapter 12: Closing the Sale with Diverse Clients.
Chapter 13: Negotiating with Natural-Born Hagglers.
Part IV: Taking Your Game to the Next Level.
Chapter 14: Tweaking Your Customer-Service Skills.
Chapter 15: Generating Word-of-Mouth Referrals.
Chapter 16: Building, Managing, and Retaining a Diverse Sales Team.
Part V: The Part of Tens.
Chapter 17: Ten Myths about Customers from Other Cultures.
Chapter 18: Ten Common Stereotypes of Americans.
Appendix: Culture-Specifi c Insiders Information.
Index.
