Do 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.

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