Insight on Coaching
Coaching Toward Multi-Cultural Selling
Season 4, Episode 14 - Air Date: November 5th, 2007
Audio File - Length 54:40, File Size - 12.5 MB
Your company has a multicultural marketing strategy, but how knowledgeable – and adaptive – is your sales team to the needs of your target customer groups? In this program, we hear from coaches who are experts in multicultural marketing and how they help organizations build winning multi-cultural sales strategies, and how they help sales teams to develop winning strategies with diverse cultural groups.
Guests
Summary
The National Organization for Diversity in Sales and Marketing (NODSM) defines multicultural as women, African-Americans, Hispanics/Latinos, Asian Americans, Indians, People with Disabilities, the LGBT community, multicultural youth, those with diverse religious beliefs, and Baby Boomers. However NODSM points out that multicultural is more than ethnicity and race – it’s a state of mind,
lifestyle, and perception.
According to the Association of National Advertisers (ANA), multicultural markets have not only grown, they have become increasingly complex. To align with this trend, successful organizations have taken multicultural marketing beyond creating and promoting a single, standard message to a specific group, such as African Americans or the LGBT community.
How have consultants, coaches, and other outside experts helped corporations develop strategies targeted at these various groups?
What are the challenges in implementing them, and how are coaches helping marketing and sales leaders overcome them?
Our guests address these questions and more.
Highlights of the show include:
- Why multicultural marketing and sales have become important.
- The challenges in rolling out a multicultural marketing strategy.
- How organizations like Verizon have successfully marketed to multicultural groups.
- What to avoid when designing and rolling out a multicultural marketing strategy.
- The role coaches are playing in guiding and facilitating multicultural awareness.
- The benefits that organizations using multicultural coaches are experiencing.
This podcast is part of the Insight on Coaching series. For additional information, visit the Insight on Coaching Home Page.