Different Cultures and Business Growth

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

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

Unfortunately companies often do not recognize that having a good multicultural marketing plan is not enough to be successful.   

What is lacking is companies providing members of their salesforce and/or distribution channel cultural sensitivity training focused on selling to people from different cultures.  

Without cultural sensitivity training focused on selling, it is highly likely that a sales person will try to sell to culturally-different prospects in the only way they know how – namely how to sell to people in the sales person’s own culture.

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 multicultural sales training, the sales person is selling “culturally blind” and unknowingly can be culturally 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. As a result they do not feel comfortable buying from a culturally offensive sales person.

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 bill@culturalselling.com; 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,


Blog Subscription

Enter your email address and get blog posting delivered directly to your inbox.:

Delivered by FeedBurner


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