One million new immigrants enter the United States annually, and one-third of all Americans are minorities. People from diverse cultures present a tremendous opportunity for companies to sell more products and services … if businesses are willing to adjust their practices to meet the unique needs of the fastest-growing consumer group in the country. The buying power of Hispanics, African-Americans, Asians and Middle Easterners is growing rapidly, and they spend over $2 trillion annually.
Many Americans wrongly believe that multicultural customers only want to do business with people from their own culture. In most cases, nothing could be further from the truth, as long as they are treated with respect and patience.
In some cases, minorities deliberately seek out businesses and salespeople from outside their culture. In real estate, for example, some Asian and Hispanic clients choose agents who are not from their culture because they fear that if they share personal financial information with one of their brethren, that information might spread around their community.
Developing a diverse customer base takes more than printing brochures in different languages or hiring bilingual employees. It requires a long-term commitment and a willingness to adjust business practices to meet the special circumstances of minorities. American businesses can bridge this gap and increase sales to this market by educating themselves on the differences.
PROPER GREETING
One challenge when trying to attract this group is that they don’t buy products and services the same way as Anglo-Americans. A few of the diversity differences that affect retail and service providers include building rapport, negotiations and contracts.
The first step in building rapport with people, regardless of culture, is never to assume how they want to be greeted. As Americans, we assume customers want to be met with a firm handshake. But the most common greeting in the world is the bow (the handshake can actually be offensive to many people). Let the customer determine the most comfortable greeting by hesitating before extending your hand to see what they do first. Most men, regardless of culture, will offer a handshake and may nod as they do so. Simply do likewise.
After shaking a man’s hand, it is crucial that you drop your hand to your side before turning to his female companion. Many traditional Middle Eastern, Japanese and other women are uncomfortable touching – or are even forbidden to touch – a man who is not their husband. Men from the Middle East often do not introduce the women who accompany them, nor is it expected that you shake hands with their spouses.
Recognize, too, that some cultures are used to hugging and even kissing people on the cheek. Immigrant men from the Middle East often shake hands with a slight nod or bow and then exchange kisses on both cheeks. If this happens to you, take it as a sign that they are comfortable with you, and do likewise. Don’t try to turn away or you may get kissed on the mouth!
The global rule of greeting is to never assume anything. Greet customers verbally and give them the opportunity to offer the type of greeting that is most comfortable for them. Then simply return the gesture.
UP CLOSE AND PERSONAL?
Personal space also varies among cultures. In the United States, we usually shake hands and then stand about 2 1/2 feet apart. This is not always comfortable for people from more formal countries like Japan, where they bow or shake hands and take a step back. To Americans, that distance seems like the Grand
Canyon, so we step forward. Then the Japanese person will naturally step back to re-establish a more comfortable distance.
Some cultures prefer a closer distance when communicating. Middle Easterners and many Hispanics will often hug you and simply stay at that distance. This is way too close for Americans, so we naturally step back. Then they will step forward, and so on. This can make communication uneasy. It also does not start your relationship on a very positive note.
Eye contact is another difference to be aware of. Americans equate strong, direct eye contact with honesty and respect. Many Asians and Native Americans, however, look down, avoiding direct eye contact as a sign of respect for you. This can be uncomfortable for people from this country, so we try to catch their eye. The solution is simple: look down.
Meanwhile, Middle Eastern people and some Hispanics often use strong eye contact. People from these groups may make Americans somewhat uncomfortable with their intensity. The best advice? Just get used to it.
LEARN TO DICKER
Many new immigrants come from countries where negotiating is a way of life. In America, we’re used to paying full price for nearly everything except cars and houses. This puts us at a disadvantage when dealing with people from a culture where haggling over everything from clothes to food is the norm. If you have several customers from such cultures, you may want to enroll in a negotiating class!
Contracts are also not the same around the world. In the United States, we put everything we agree upon in detailed writing. Signing a contract puts an end to all negotiations. In many other countries, however, signing a contract begins the bargaining process.
Minorities in America are growing at an astounding rate.
These consumers can be an increased source of income for companies that are willing to adjust, just a little, to make people from other cultures more comfortable doing business with them.
