The central theme of this podcast episode revolves around the intricate dynamics of negotiating with clients from ethnically diverse backgrounds. We delve into the complexities that arise when engaging with such clients, emphasizing the importance of understanding their unique perspectives and negotiation styles. It is imperative to recognize that these clients are not merely seeking the lowest price; rather, they desire to feel valued and to believe that they are receiving the best possible deal—a sentiment that transcends cultural boundaries. Through a detailed examination of effective sales techniques, we articulate strategies that enable sales professionals to foster meaningful connections with these clients while maintaining the integrity of their pricing. Ultimately, our discussion aims to enlighten listeners on the significance of adapting one's approach to meet the nuanced needs of diverse clientele, thereby enhancing their sales efficacy.

How do you sell to an ethnic client? Most people think that ethnic clients are always after the cheapest offer out there because they're ethnically different.

In this episode of Close It Now, Sam talks about the importance of discovering what they're truly after by doing a good job on asking the right questions because there's not a single objection that you can't overcome by asking questions.

Today we’re going to talk about a controversial topic. But it’s something that has to be talked about. It’s a topic that we have to be very careful in teaching and I get the most questions about it because the hardest objections to overcome are the ones surrounding the topic today.

How Do We Deal With Ethnic Buyers?

Today we talk about ethnic clients, clients whose cultures are not native to North America. Please know that this is not to single out any specific ethnic group.

We have a lot to learn when it comes to the topic of negotiations from the rest of the world. Because foundationally Americans suck at negotiations and we’re going to prove it. This is why the biggest questions I get as a trainer are always about overcoming objections because nobody knows how to negotiate. I have recognized this and have been able to do my research that probably took me five or 10,000 hours on this topic so I can come to you with some verifiable evidence that what I’m saying is true.

We’re going to cover how to sell and negotiate with different ethnic cultures other than North America. So buckle up everybody! This is going to be good!

Raise your hand if you have ever had difficulties selling to an ethnically diverse client. (And again I’m not singling anybody out). This is just a reminder that there are hundreds of countries around the world with different mindsets on how to buy. Everybody grew up differently in a way that they have distinct ways to socialize that programs them to negotiate and how to deal with sales people when they buy or sell things. With that said, every client was brought up in a different way.

I normally hear from most people who reach out to me about this type of client who’s always just looking for the cheapest price. What normally happens is anybody who goes to that appointment will just go to the appointment and offer the cheapest product that they have. And I’m here to tell you to stop being lazy! Stop being a lazy salesperson. Your lazy *** needs to wake up because that is not what they’re after.

Let Me Prove It To You

That client you have is the same person you know that has a nice car in the driveway and that same person lives in a big nice house. If they wouldn’t have any of that and if they only cared about the cheap price, they wouldn’t have any of that stuff.

I was a carrier dealer and I sold a number of green speed combo systems for about $2,000-$30,000, the complete systems. I am sure you know what I am talking about because everyone has them.

I was a carrier dealer and the number of green speed combo systems, you know complete systems that I sold for about $2,000-$30,000 to this particular client and everyone has them in your mind you know who I’m talking about. Nobody could understand how I did it for a long time and I didn’t understand how I did it either. The more I started to analyze it, it came down to the client being an ethnic client. Everybody always says that they’re always after the cheapest price.

They would know what’s really top to bottom out of the offer on the cheap thing and ask it to be discounted even more. How I overcame it is how I understood it after.

Let’s go back to the car and go back to the house and how they like nice things. Everybody from around the world likes nice things. We need to do a really good job in discovery and it’s asking particular questions with the client.

How Long Are You Going To Be In The House?

There’s two types to this and let’s unpack it a little bit. There’s one type of client that you’d notice that has a very sparse house: Not too much furniture in the way, not too many wall hangings.

Your first step is to find out how long they are going to be in the house. What are their plans? What do they want to do? Because that client is no different than anyone else who is going to stay short term in a house. However,they’re smarter than most North Americans because they’re not going to fill the house up with junk and would just have to move it. Chances are YES they are truly looking for the basic bottom end equipment and that is when the cheap price is important.