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Catering to Marketplace Diversity 63

Letting Your Customer Take the Lead

Throughout the United States, the standard business greeting is
the handshake, but in other cultures, the touching of hands may
actually be offensive. To avoid any unintentional insults, a good
rule of thumb is to let your customers or clients make the first move
and then follow their lead. When you first meet someone, hesitate.
If the person extends his or her hand, then shake. If the person hugs
you, reciprocate.

Most people from other cultures who regularly do business in
the United States are aware of and have adapted to our customs; if
you're unsure, follow the customer's lead. Asians may nod as they
shake hands. A reciprocal nod may make them feel more comfort-
able. People from many other cultures may prefer to bow.

It would require an entire book to cover all the differences among
cultures. In fact, while writing this book, I was working on another
book called Cross-Cultural Selling For Dummies with my friend and
colleague, Michael Soon Lee, who happens to be an expert on this
topic. To learn more about Michael Soon Lee and to take a multicul-
tural quiz online, visit his web site at www.ethnoconnect.com.

Getting Curious

Perhaps the best way to adapt to a marketplace that is becoming
increasingly global and multicultural is to become curious about
other people and cultures. If you encounter a prospective client
about whose background you are unsure, start asking questions.
Ask where she is from, what her needs are, and what sorts of infor-
mation she needs to make a well-informed purchase decision. Peo-
ple from some cultures may be more verbally oriented and need to
hear what you have to say about your products. People from other
cultures may need to sample the product or take it for a test drive.

By expressing genuine curiosity about a person's culture and
how the person's cultural background influences his or her needs,