Desert Hawk Books

Multicultural Sales Protocol

Selling Homes and Services to Everyone

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Improve new home sales by learning how to honor and respect the different cultural and ethnic backgrounds of your customers. Multicultural Sales Protocol fosters a better understanding of a customer's heritage and traditions. Builders, salespeople, and other industry professionals can boost sales by going beyond surface politeness to honor the different customs and cultures of others.

Multicultural Sales Protocol provides a series of easy reference tips for 23 different cultures in four major geographic regions.

• North, Central, and South America
• North Africa
• The Middle East
• Asia

Learn the steps required to incorporate the proper protocol into your selling process. Once you learn to tailor your sales presentation, your customers will be impressed with your knowledge and consideration of the differences in traditions, business and social manners, and the meaning of gestures. Genuine respect for cultural traditions in new home sales can bridge the gap between the success and failure of a sale. Such respect and consideration can also foster multiple referrals. Every customer is unique. Boost your sales by being more aware of these differences and design your sales approach to fit their needs.

"Nancy has beautifully translated her years of international traveling experience and sales into a definitive guideline on how
to be successful in a multicultural sales market. This is an invaluable resource for all sales and marketing individuals."

P. Wesley Foster, Chairman
Long & Foster Realtors, Inc.

"I had the sincere pleasure of selling residential properties with Nancy throughout the Wahington, D.C. metropolitan area. Nancy is the ultimate sales professional with the rare talent of being able to document her knowledge for the benefit of others. This book blends real-world experiences in the multicultural Washington marketplace with formal research."

"Multicultural Sales Protocol should be used as a reference manual to help understand and respect the international buyer's heritage and culture. Nancy's protocol guidelines will help create a professional, caring environment that will increase your probability of helping new citizens become new American home-owners."

Richard Bryan, President
The Bryan Group, LLC

Topics Covered

Multicultural Protocols: North, Central, and South American Cultures, North Africa, The Middle East and Asia.

Protocol Guidelines: Multicultural selling, incorporating cultural information into the sales presentation, and quick tips on how to deal with various cultures.

ABOUT THE AUTHOR Nancy B. Edmiston, MIRM, CSP, CRS, CMP, one of the top new home sales professionals in the culturally diverse Washington, D.C. real estate market for 20 years, has gained a unique perspective on multicultural customs and business practices. She combines extensive personal knowledge, interviews with hundreds of buyers and agents, and travel experiences throughout the world to create this definitive guide to multicultural sales. Nancy has co-authored two travel books that have been lauded as culturally sensitive.

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