Savvy Selling to a Multicultural Market

You may have heard the story about the couple from America who were taking their first trip aboard. Their son and daughter-in-law were living in China and had bought them airline tickets so they could visit during Christmas. When the middle-age Caucasian pair arrived in Beijing and saw the native population, the husband whispered to his wife, "Look at all the minorities over here!"

Although many of us still have the mindset that anyone other than Anglo-European Americans is a minority, the reality is that the demographics of the American population are shifting rapidly.

More than ever, minorities and immigrants have an increasing presence in our communities and, just like the rest of us, they are eager to buy a house. Although the homeownership rate in America is at an all-time high, there are still some segments of the population that continue to lag behind not because they don’t have the money or desire to buy but because they don’t have the knowledge.

New home salespeople who understand the intricacies of cultural diversity will enormously improve their chances for success in today’s multicultural environment. It’s your responsibility to hone your inter-cultural skills so you can be an effective new home salesperson to those from other countries and educate them on how to buy their new dream home. But how do you do that?

You still need to apply the new model of selling meet and greet, build trust, demonstrate your new homes, overcome objections, present solutions, and close the sale but now you have to do it without committing a cultural faux pas that your prospect finds insulting, offensive, or embarrassing.

Even when you’re selling new homes to Americans who speak the same language, are from the same culture and have a similar background, it’s easy for you to say one thing and for them to hear something totally different. If it’s that hard to communicate within your own culture, think how much more difficult it is to effectively and accurately communicate with those from other countries.


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