Copyright (c) 2007 Michael Soon Lee
Over one-third of all Americans today are minorities. The
numbers of people from diverse cultures are growing so
rapidly that the U.S. Census Bureau expects this group to
be nearly half of the population by 2038. This is a huge
market for retailers and service providers all across the
country – if you know how to meet the unique needs of
customers and clients from other cultures.
MYTH #1: “PEOPLE FROM OTHER CULTURES ONLY WANT TO WORK WITH
SOMEONE FROM THEIR OWN CULTURE.”
Nothing could be further from the truth unless there is a
language issue. Most of the people who complain about
having trouble with multicultural customers are European
American salespeople. They just need to understand how to
meet the wants and needs of people from other cultures.
In fact, many cultural groups would prefer to work with a
salesperson from outside their own culture. Asians, for
example, are very private about their financial affairs and
many are afraid that if they work with an Asian salesperson
they might disclose their income, debts, and purchases, to
others in their community.
MYTH #2: “MULTICULTURAL PEOPLE HAVE SUPERSTITIONS AND
BELIEFS THAT ARE TOTALLY INCOMPREHENSIBLE TO AMERICANS.”
Remember that people in the United States have beliefs that
often baffle outsiders such as the fact that black cats,
walking under ladders, and the number thirteen are unlucky.
Most other cultures have their own beliefs that are just
different.
Many cultural beliefs happen to directly affect the
purchase of goods and services such as how items are
packaged, colors that goods are wrapped in and how items
are priced. For instance, many Asians believe that the
number four is unlucky because when pronounced in Japanese
or Chinese it sounds very similar to those cultures’ word
for “death”. Items packaged in groups of four can
symbolize bad luck for those people who believe in
numerology. Notice, for instance, that if you buy a tea
set it is usually packaged with five cups, not four, for
this reason.
MYTH #3: “SOME PEOPLE FROM OUTSIDE THE U.S. ARE UNETHICAL
BECAUSE THEY INSIST ON RENEGOTIATING A PURCHASE CONTRACT
AFTER IT HAS BEEN SIGNED.”
While it’s true that people from other cultures often try
to renegotiate a contract to make a major purchase after it
has been signed it has nothing to do with ethics. In some
countries it is understood that contracts only reflect the
agreement between the parties at the beginning of a
relationship which can change as they get to know each
other. As a result, the parties are obligated to help each
other “adjust” the contract to their needs until it is
completed.
MYTH #4: “IT’S IMPOSSIBLE TO GET PERSONAL FINANCIAL
INFORMATION FROM MULTICULTURAL PEOPLE BECAUSE THEY’RE SO
SECRETIVE.”
This is one of those myths that is actually true. Many
people who are new to this country are extremely private
about their finances. Remember that they are unfamiliar
with the banking and legal system in America and do not
know whom to trust.
In addition, merely asking a question as innocent as “How
much do you have for a down payment” on a large purchase
can actually endanger the lives of your clients. Why is
that? Many new immigrants do not believe in banks and keep
much of their money hidden as cash in their homes.
Have you ever heard of “home invasion robberies” where the
occupants are threatened until they reveal the whereabouts
of their valuables? These kinds of crimes are commonly
committed against Asians or Hispanics, not because they
have nicer furniture or stereos than everyone else, but
because that’s where the money is often hidden.
The easiest way to find out how much a new immigrant client
has for a down payment is to give them a “menu” of choices.
Show them the required investment and resulting monthly
payments for ten percent down, twenty percent down, etc.
Usually, the loan that the client expresses the most
interest in is the one they have the down payment for.
MYTH #5: “PEOPLE FROM OUTSIDE THIS COUNTRY ARE UNREASONABLE
WHEN IT COMES TO NEGOTIATING.”
Remember, there are two types of countries in the world –
negotiating and non-negotiating. The United States is a
non-negotiating country where we generally pay the price
asked by vendors. In most other countries around the
world, people haggle on everything from groceries to
clothing to homes. To expect someone from one of these
places not to bargain is tantamount to asking them not to
breathe.
MYTH #6: “PEOPLE FROM OTHER CULTURES ARE JUST TOO MUCH
TROUBLE TO BOTHER WITH.”
The author constantly hears this statement from retailers,
service providers and their salespeople throughout the
country. Too bad for them because if you know how to meet
the special needs of multicultural customers they can be
just as loyal and enjoyable to work with as anyone else.
In addition, people from other cultures are very good about
referring their friends and family if you serve them with
sensitivity and patience.
An added bonus when working with people from outside the
United States is the opportunity to learn about other
cultures. Just think of it. You can take a
round-the-world trip without getting seasick or losing one
piece of luggage!
MYTH #7:Â “PEOPLE SHOULD DO AS AMERICANS DO WHEN THEY’RE IN
THIS COUNTRY.”
Did you ever wonder why we are called the “Ugly Americans”
when we travel outside our borders? We will fly to
Germany, France or China, and expect the people there to
accommodate us in terms of providing the food and other
amenities we are familiar with. We commonly expect to be
served pizza in Asia and to speak English in France.
Just as it’s difficult for us Americans to leave our
200-year-old culture at the gate when we travel abroad it’s
even harder for those coming here with cultures that are
thousands of years old to do as we do here. While they do
try to assimilate it is hard for them.
MYTH #8: “IT WOULD BE TOO MUCH TROUBLE TO CUSTOMIZE MY
PRODUCT OR SERVICE TO PEOPLE FROM OTHER CULTURES.”
Actually, making your business attractive to people from
other cultures is quite easy. First, start with your
brochures. Print them in the major languages of the
customers who frequent your store or office. Be sure to
get help with the translation because many concepts and
words in English do not convert easily to other languages.
Also be sure to print in the correct language. For
example, while Chinese, Korean, and Japanese, may appear
similar to the untrained eye they are very different.
You may want to consider hiring someone who speaks the
language of your major group of multicultural customers or
clients. However, if they find you sensitive and patient
with people who have language problems they will usually
find a friend or family member to interpret. Excellent
customer service is a universal language as is friendliness
and a willingness to learn about other people’s culture.
MYTH #9: “WE SHOULD TREAT EVERYONE EQUALLY, REGARDLESS OF
CULTURE.”
Yes, it’s true that we should treat every customer fairly
but this does not necessarily mean equally. For instance,
if a buyer who is blind comes into your store or office
would you simply hand them a brochure to “read”? This is
equal but is it fair? Hardly. Wouldn’t you try to treat
them equally?
Similarly, by taking into account the unique needs of every
customer or client aren’t we serving them better? This
would be equally true for being culturally sensitive.
MYTH #10: “PEOPLE DON’T WANT TO TALK ABOUT THEIR CULTURE –
THEY JUST WANT TO BE TREATED LIKE EVERYONE ELSE.”
This is probably the biggest myth when dealing with people
from other cultures. They know they are different and
unless something about culture is mentioned early in your
relationship with a multicultural client it will always
stand as a barrier to building true rapport.
Once you take a sincere interest in your customers’
cultural background they are usually more than happy to
tell you about their language, food, and even beliefs. Get
into the habit of asking every customer, “Where do your
ancestors come from?” Notice, this can get the
conversation started with someone from Ireland just as
easily as Thailand.
If you want to be truly successful with people from other
cultures you must make this agreement with each and every
one of them. “I will teach you about American customs and
practices as it relates to my business. In exchange, I
want you to teach me about your cultural background.” In
this way, you develop a mutually-beneficial relationship
which will hopefully last a lifetime.
—————————————————-
Michael Soon Lee, MBA, is a cultural expert and author of
several books on selling to multicultural customers. He was
a Producer for the ABC Television Network and a Marketing
Director for the State of California. His company,
EthnoConnectâ„¢, provides keynote speeches, training and
consulting on diversity and selling to the ethnic markets
in America. Mr. Lee can be reached at
http://www.EthnoConnect.com or by phone at: (800) 417-7325.
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