January 9 - 11, 2018
Orlando, FL
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Overcoming the Perceptions of the North American Salesperson: Selling Successfully Across Cultures

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Thursday, January 12 | 1:30 - 2:30 PM

Location: W311G

Format: Building Knowledge Session Level of Content: Intermediate

Who Should Attend: Single Family - All, Designers, Architects, Engineers & Planners, Sales & Marketing Professionals

Track: Sales, Marketing & Customer Focus

Speaker(s): Linda Hebert, Diversified Marketing and Communications, Pleasanton, California | Michael Landers, MA, Culture Crossing, Larkspur, California

What It's About:

Cross-culture marketing and selling doesn’t just mean adjusting the marketing collateral to reflect a multi-cultural element. In fact, all aspects of the buyers’ journey must be addressed: initial interest, negotiating, customer service and of course, design. In this session, learn tactics that you can put into practice immediately, gain a greater awareness and respect for cultural differences and most importantly, understand how to conduct business in different scenarios throughout the buying process.

What You'll Learn:

  • Examine your own cultural identity and determine the ways you may be programmed to interpret and analyze behavior.
  • Define some key cultural dimensions that play an integral part in sales and communication, and recognize cultural differences in verbal and non-verbal communication.
  • Identify the challenges of selling, marketing and providing customer service to a multi-cultural home buyer and learn strategies to overcome them.
  • Discuss the perceptions various cultures may have of U.S. Americans, and learn the best practices for sales, negotiation and communication with these clients.

Continuing Education: NAHB - 1.00 CE hour(s), NKBA - 0.1 CEU(s)

How to Attend:

Participants must be registered for a full registration package or a 1-day education with expo pass package valid for the day of the session they wish to attend. Seating for Building Knowledge sessions will be on a first-come, first-served basis.

Tags: Designers, Architects, Engineers & PlannersSales & Marketing ProfessionalsSales, Marketing & Customer FocusSingle Family - All

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