The multicultural marketplace is on the rise and about to explode. According to theSeligCenterfor Economic Growth, total purchases by Hispanics, Blacks, Asians, and Native Americans in theUnited Statesalready exceed $2 trillion annually. That figure is bigger than the economies of all but the nine largest countries in the world and is expected to rise to $3 trillion by 2011. These groups and others could become your customers if you demonstrate a sensitivity to their cultures and meet their unique needs. Unfortunately, without special knowledge, training, and practice, the average American salesperson is ill-prepared to take advantage of the opportunity. In fact, simply by sticking to their traditional sales pitches, many salespeople are destined to offend multicultural customers without ever realizing it. All they know is that the customer left all of a sudden without buying anything. [download]
Format : Ebook.Pdf
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