Cross-Cultural Selling for Dummies

by Michael Soon Lee, Ralph R. Roberts, Joe Kraynak

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0470377011
• ISBN13: 9780470377017
• Release Date: November 2008
• Publisher: For Dummies
• Length: 384 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.8" x 7.4" x 9.2"

Customer Reviews

Global appeal will take your business to higher profits

This timely and compelling book will help you improve your marketing and selling efforts so that you get new and improved results. In Chapter 5 "Building a Marketing Campaign with Global Appeal" you'll learn to get your timing right, "scale back your verbiage for high-context cultures" and more. The authors discuss the power of studying cultural tendencies to predict behavior. Learn to build rapport with culturally diverse clientele. Essential skills for the global economy. You'll be glad that you purchased this book. Tom Marcoux America's Communiciation Coach CEO, Tom Marcoux Media, LLC Author of Truth No One Will Tell You: How to Feed Your Soul, Save a Business, or Get a Job During an Economic Crisis

Shake or Bow?

Anyone who sells or provides service to those from other cultures will welcome the advice, tips and hints in Cross-Cultural Selling. I have read Michael Lee's other books and listened to his CDs and I consider him an authority on this topic. His advice is practical and he and Ralph Roberts provide many easy to understand and easy to remember tips on how to avoid common mistakes in interfacing with other cultures. If your job depends on establishing rapport and trust with ethnic clients, this book is a must for you. Or if you've ever wanted to just get a simple understanding of Feng Shui or cultural norms (shake? bow?) then I highly recommend Cross-Cultural Selling.

Fantastic Book

This book is more than just a sales book for customers from other cultures. It's both a training manual for diversity education and for customer service training. As someone who does both as a career, I was very impressed with everything Mr. Lee had to say in this book. One thing he said in the book that hit home for me is that America may be just over 200 years old, which seems like a very long time to us, but many of our customers from other countries come from cultures thousands of years old, and for us to expect them to change immediately to suit our needs may be unrealistic. This is a must read for more people than just those who need to learn how to market to these customers, and this book answers the reasons why you might wish to learn. I was also happy that he talked about different cultures that seem inherently American, such as African Americans, Latino Americans, and Asian Americans. As the election of Barack Obama shows, America is going to need to learn how to embrace its inherent diversity, and in a hurry. Reading this book will help a lot.

Timely book on selling to different cultures

I wonder how many potential sales and deals get snarled up or simply missed out on in the world each day because the parties simply don't understand each other or miss the crucial `hot' buttons and key buy signals? I'm a great fan of the Dummies series because they offer great value for money--and Cross-Cultural Selling is no exception. This is a timely book that should find a wide readership among both Europeans and Americans trying to understand `foreign' markets and Asians and Africans trying to puzzle out the European and especially American style of negotiations and business. This book offers lots of specific, practical advice and ideas in the classic Dummies tradition that will help you refine your sales pitches to specific markets and gain more sales. It's hard to imagine any business dealing with different cultures not gaining far more from the book than its modest price.

Cross-Cultural Selling For Dummies

Michael Soon Lee and Ralph R. Roberts have done an excellent job in explaining how to reach out to other multicultural markets. Why make all the mistakes that everyone makes when selling to countries outside of the United States. Cross-Cultural Selling for Dummies will open the door for you to make that sale that you would normally lose. This book will show you how to generate referrals that pay big bucks. On a scale of 1-5, I give this book a 10. Michael Monji, author of "Does It Pay To Die?" a do-it-yourself living trust workbook.