PROView - October 2008 - (Page 6) The Art of Selling The Art of Selling Cross Cultures Cross Cultures is like water to fish. Fish are unaware of the water, but if you throw the fish into a patch of sand, the fish knows that something is very, very different. We look at the world through culturally tinted glasses. I’m from the Middle East, and I wear one tint on my cultural glasses. Those born in the United States see things through a different tint. When you can understand something about how the world looks to others—that knowledge is power. That information will put you in charge of your business. You’re no longer walking on eggshells. Every successful salesperson wants to understand the perspective of the consumer— regardless of from where that consumer comes. Let’s talk about some specifics of doing business with those from other cultures. Handshaking is international business protocol, so you can’t usually go wrong to extend your hand to someone. However, if you are male, you may want to let the females initiate the handshake. Also, some older people are not accustomed to doing business and they might not be used to shaking hands. So, you might want to let them initiate the handshake. Be aware that people from other cultures may be much more status conscious than are U.S. residents, Canadians and Australians. Don’t assume that you can call someone by his or her first name until you’re invited to do so. This is especially true across gender lines. Also, use a title if someone is a doctor, professor, etc. Although it might seem conversational, it’s never best to start off by asking someone how long they’ve been here. It could be that in spite of a strong accent, they’ve lived here 20 or 30 years. Your objective is to bring down the walls that separate you from the consumer. Talk about similarities, not differences. Importance of hospitality In Asian, Latino and Middle Eastern cultures, hospitality is usually very important. When consumers come to your office, it’s very important to offer them tea, coffee or some refreshment. Now, something interesting may happen when you make this offer to those from Asia or the Middle East. They’ll tell you to please not bother. It’s your job to insist a couple of times. This is particularly part of Asian culture. Then, they will accept. In fact, in one Middle Eastern country, when a woman gets married, the religious person who is performing the ceremony will ask the bride three times whether or not she wants to take the man to be her husband. She only says yes on the third time. It would be considered unseemly to say yes too early. Language barriers When we hear someone speak with an accent, we hear the cadence and the music of the language before we hear the words. And, when the music is strange, we get distracted. We sometimes become stressed because we’re afraid we’re not going to understand the person or that they’re not going to understand us. The secret is to calm yourself and listen very By Sheida Hodge, President Hodge International Advisors By Sheida Hodge, President ofof Hodge International Advisors f you’re willing to be culturally sensitive, you can increase your business with foreign-born consumers. Here are some specific tips on working with those from other cultures. As you’re well aware, we’ve had a huge influx of immigrants to this country in the past 30 years. Many of these immigrants are coming from Asia, Latin America and the Middle East. These are very different cultural backgrounds from those of the first wave of immigrants who came to the United States from Europe. It pays to understand those differences. There’s a lot of business to be done with people from other countries. Now, before we go into discussing how to sell cross culturally, I’d like to dispel a myth. So many times, I hear associates say that it’s futile to explore the foreign market because foreign-born consumers only want to do business with those from their own country. Wrong! While some of those from other countries will insist on an associate of their nationality, the majority of foreignborn people prefer to do business with U.S. real estate professionals. Here’s why: 1. Many foreign-born consumers believe that U.S. associates know the inventory better and are more knowledgeable about the rules, regulations and laws in the United States. 2. Many foreign-born consumers believe that U.S. associates are up front and frank. 3. Some foreign-born consumers are afraid that they will incur an obligation if working with someone from their own country and that if things don’t work out in the transaction, they will lose face. 4. Some foreign-born consumers are reluctant to share personal financial information with someone from their own culture because they fear that their financial matters may get back to their own community. Cultural differences I’ve run into many associates who aren’t interested in learning about cultural differences. They believe that people who come to this country should learn our culture. That’s a valid observation. But, it’s one that could cost you a lot of business. Culture is not something that is part of our conscious awareness. We learn our culture very early in life and our culture codes are etched into our psyche so deeply that we’re not even aware of them. Culture to human beings I PINELLAS REALTOR® ORGANIZATION 6 PINELLAS REALTOR® ORGANIZATION October 2008 2008 5 October
Table of Contents Feed for the Digital Edition of PROView - October 2008 PROView - October 2008 Contents Chairman's Notes Feature Story PROActive Brokerage Design Marketplace Analysis Home Sales Report MLS Update MLS Mind Your Manners Calendar of Events & Programs New REALTOR® and Affiliate Members Technology PROView - October 2008 PROView - October 2008 - PROView - October 2008 (Page Cover1) PROView - October 2008 - PROView - October 2008 (Page Cover2) PROView - October 2008 - Contents (Page 1) PROView - October 2008 - Chairman's Notes (Page 2) PROView - October 2008 - Chairman's Notes (Page 3) PROView - October 2008 - Feature Story (Page 4) PROView - October 2008 - Feature Story (Page 5) PROView - October 2008 - Feature Story (Page 6) PROView - October 2008 - Feature Story (Page 7) PROView - October 2008 - PROActive (Page 8) PROView - October 2008 - PROActive (Page 9) PROView - October 2008 - Brokerage Design (Page 10) PROView - October 2008 - Brokerage Design (Page 11) PROView - October 2008 - Marketplace Analysis (Page 12) PROView - October 2008 - Home Sales Report (Page 13) PROView - October 2008 - MLS Update (Page 14) PROView - October 2008 - MLS Update (Page 15) PROView - October 2008 - MLS Mind Your Manners (Page 16) PROView - October 2008 - Calendar of Events & Programs (Page 17) PROView - October 2008 - Calendar of Events & Programs (Page 18) PROView - October 2008 - New REALTOR® and Affiliate Members (Page 19) PROView - October 2008 - Technology (Page 20) PROView - October 2008 - Technology (Page 21) PROView - October 2008 - Technology (Page 22) PROView - October 2008 - Technology (Page 23) PROView - October 2008 - Technology (Page 24) PROView - October 2008 - Technology (Page 25)
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