Times have changed and minorities now make up the fastest-growing segment of homeowners. Below I have outlined some steps that you can use as the beginning steps in effective cross cultural sales strategies.
1. To thrive in this new area of demographics, What is important in being a sales leader is to be “culturally competent” and lead by example.
2. Many sales people want to say they “treat everyone the same”, but that isn’t true. A great salesperson knows that needs of different prospects require different sales methodology. You never assume a prospect’s likes or dislikes. All prospects are different and should be treated as so. Empathy and sensitivity are essential.
3. Know the rules of the game, be prepared, and get educated. You have to be aware of the cultural demographics of your community in which you sell.
4. Know the 3 Ps (Perceptions, Preference and Prejudices) of sales and the role they play in your community and in other communities.
5. Sales training is ongoing, it should never end. First, there’s basic training (1-2 weeks), followed by field training. Field training should include going to different cultural neighborhoods. Follow-up with sales meetings in the office, at least once a week. This should include discussions of those cultural encounters. It is vital that you make time for regular training meetings, because this is how growth will be fostered within your organization.
The sales arena is changing and if you want to be profitable in it, your sales perceptions must change as well. Are you culturally competent?