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Sales Scripts that Sell, Second Edition by Ph.D. Michael Gamble, Ph.D. Teri Gamble

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Understanding Culture’s Role in Selling

Different sales strategies work with clients who adhere to culturally specific criteria. Every prospect brings a set of predetermined and culturally influenced or culturally specific goals to a sales situation. Thus, selling cross-culturally requires that you become a multiculturalist, a person respectful of and engaged with others from distinctly different cultures. When selling across cultures you must pay attention to diversity, the recognition and valuing of difference encompassing such factors as age, gender, race, ethnicity, and religion. Enacting multiculturalism bridges cultural differences and problems that stand in the way of increased sales. So if you want to be the best salesperson in the world ...

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