Cross-Cultural Selling For Dummies® Helps Bridge the Culture Gap 

(HOBOKEN, NJ) 1-03-2009 - With the marketplace having gone fully global, salespeople must venture beyond traditional marketing and selling strategies in order to maximize their exposure and sales potential. For those looking for expert advice on how to communicate with people from diverse backgrounds, the recently published Cross-Cultural Selling For Dummies® (John Wiley & Sons, Inc.; 978-0-470-37701-7; $21.99) offers a range of useful strategies and tips-from tailoring marketing materials for more global appeal and incorporating multiculturalism into the workplace, to bringing in new products that appeal to a target market.  

Authors and sales experts Michael Soon Lee and Ralph R. Roberts state in the introduction, "Cross-cultural selling is nothing more than adjusting your sales practices, presentation, and products to meet the unique needs of multicultural customers. Although it may sound simple, you must be constantly aware of how culture affects your interactions so you can continuously adapt to your buyers." 

Cross-Cultural Selling For Dummies helps readers reach out to multicultural customers by

mastering specific business practices-from the different ways to hand out a business card, to

the correct distance to stand from a client, to the use of specific idioms. In addition, readers will

learn how to: 

• Identify generational differences and customer motivation
• Overcome language barriers
• Adapt your sales presentations and techniques
• Negotiate effectively
• Maintain a diverse sales team
• Generate referrals
• Avoid cultural conflicts

The handy "Cheat Sheet," a tear-out card located in the front of all For Dummies® books, includes tips for meet and greets, detecting common buying signals, honing haggling skills, and more. The always popular "Part of Tens" debunks ten myths about multicultural customers and reveals ten common stereotypes other cultures have of Americans. In addition, an appendix provides a quick reference for cross-cultural etiquette and a cross-cultural holiday calendar. 

Ralph R. Roberts, CRS, GRI
Loan Modification Expert/Author
Sterling Town Center Office
12900 Hall Road, Suite 300
Sterling Heights, Michigan
48313-1150
Office: (586) 751-0000
Fax: (586) 620-6449
Email: RRnail@Gmail.com
Personal Assistant: Lois Maljak (LoisMaljak@RalphRoberts.com)

Ralph Roberts is the author of many books:
- Flipping Houses For Dummies (Wiley Publishing)
- Foreclosure Self-Defense For Dummies (Wiley Publishing)
- Advanced Selling For Dummies (Wiley Publishing)
- Protect Yourself from Real Estate & Mortgage Fraud (Kaplan Publishing)
- Mortgage Myths: 77 Secrets to Save on Home Financing (Wiley Publishing)
- Foreclosure Investing For Dummies (Wiley Publishing)

Ralph also maintains Websites and Blogs:
- www.RalphRoberts.com (Ralph's real estate company)
- www.FlippingFrenzy.com (Ralph's blog about Real Estate & Mortgage Fraud)
- www.AboutRalph.com (Where anyone can learn more about Ralph)
- www.GetFlipping.com (A resource for house flippers)
- www.KolleenRoberts.com (a tribute site to Ralph's daughter)

Remember every job is a self-portrait of the person who did it. Autograph your work with excellence.  --Anonymous