Achieving Business Growth with Different Cultures

Increasingly companies are including in their business growth strategies a marketing plan specifically focused on the multicultural market since this market segment is now so large in the USA and Canada.

 Bill’s commitment is to provide the highest possible value to our clients of intercultural understanding, insights, and information.  The value of the training for our clients is significantly increased by providing complimentary post-presentation support.

The multicultural market in the USA is a $3.4 trillion market and it is a $1.0 billion market in Canada. It is growing quickly in both countries.

Having a good multicultural marketing plan is often not enough to be as successful as possible winning business from different cultures.  

What is lacking is that companies are not providing members of their sales force and/or distribution channels cultural sensitivity training focused on selling to people from different cultures. It is a unique set of selling skills.

Without customized cultural sensitivity training focused on selling, it is very likely that a sales person or distributor will try to sell to culturally-different prospects in the only way they know how–namely how to sell to people from their own culture. As a result, they make cross-cultural mistakes that significantly limit them from wining multicultural business. 

Selling to people from different cultures requires understanding the culture of prospects from a specific culture and the “Do’s” and “Don’ts” of that culturally-different prospect. Without cross-cultural sales training, the sales person is selling “culturally blind”. Unknowingly they make cross-cultural mistakes and are seen as culturally insensitive and/or offensive.

What is culturally appropriate in the sales person’s culture can be seen as overly aggressive, rude, or offensive in other ways to people from different cultures. Would you feel comfortable buying from a culturally offensive sales person?

We provide our clients complimentary post-presentation support to make sure they achieve the highest possible ROI from their cross cultural training investment – Cultural Coaching (3 months); Monthly Cultural Events Report; and Cultural Profiles.

For a complimentary discussion on how I might assist you, please go to the Contact Bill tab of this website; or send me an e-mail at; or call me at 905-599-6365 (if unavailable, please leave a voice mail message).

I’ll do my best to respond to you before the end of the business day.

Thank you,


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The Oakville, Milton and District Real Estate Board highly recommends Bill Dennis’ seminar “Negotiating & Selling to Different Cultures & Generations” because of the very enthusiastic and positive feedback from our members.
Cyndi Amodeo, Manager of Professional Development and EventsThe Oakville, Miton and District Real Estate Board