Selling to Multicultural Customers

Sunday, February 05, 2006

Michael Soon Lee, MBA, CSP Posted by Picasa

Selling to Multicultural Customers

Minorities in America buy nearly $2 trillion worth of goods and services every year. This is why many major companies are now engaged in "multicultural marketing" efforts.

Unfortunately, most of these efforts are doomed to failure because they have missed one very important component... training salespeople and other front-line staff to be culturally competent. Even if multicultural marketing efforts are successful, if customers aren't treated with sensitivity to their culture they still won't buy.

Issues like properly meeting and greeting customers, adjusting sales presentations, negotiating and more must be taken into account.

If you're a salesperson and you want to know if you are culturally aware try going to my new website at and take the Salesperson Cultural Competency Quiz.