Business as usual equals no business at all!!

Take everything you know about business; all the hard work the research, the schooling, the seminars, the studying, the customer service and throw it in the trash. That is exactly what you are doing if you haven't taken any time to develop your strategy for handling customers/clients of all cultural and socio-economical backgrounds. If you still are handling clients with the "cultural tolerance" class you were required to take your freshman year of college, then you are just as outdated as a dot matrix printer. First off, no one wants to be simply "tolerated", it's much more valuable to be appreciated. If you're still referring to the Asian community as "Orientals" (which refers to a rug or art from a time period not a nationality or ethnicity), please let's talk before you shut the doors to your business.

If you plan to appeal to a large crowd that varies in ethnicity, nationality and cultural backgrounds, then you will need to know how to effectively communicate with them. For starts, you will need to know the difference between collectivist and individualistic cultures. Collectivist cultures shy away from the spotlight, and typically do things that will benefit the entire group, not just themselves. They are not only family oriented, but community oriented groups. Their behavior is a reflection on everyone, so they strive not to bring shame to their families or community. Their is typically a spokesperson, and addressing someone who is not the spokesperson is seen as disrespectful. Asians typically fall in this category. If you are doing business with Chinese men, you will notice when they are seated in your conference room, they will arrange themselves in peking order. The person closest to you (or whomever is charge) is the person in charge. When you are handed a business card, read it immediately and do not place it in your pocket. Keep it in your hand and place it on the table when you take your seat, directly in front of you. After everyone is seated, do not go directly into business, ask how their travels were, anything to show you are concerned.

Whew!!!!

....and that's just the beginning. Do you see how you really need to update your communication skills? It is easy to offend another culture, because you are not culturally competent to flow with ease in every environment. I recently destroyed a relationship with a person who provided me a service recently. I accidently gave the wrong bill for a tip. I meant to leave the $5.00 bill for the service provided that cost me $19.00. I accidently handed the person a $10.00 bill. I was running short on cash and time, so needed the $10 for gas. I returned to the smiling person in the shop and exchanged a $5 for the $10. I knew the chance I was taking, but he was only filling in for my usual service provider so I did what was necessary. Needless to say, today when I saw him, he wouldn't even speak to me. Even though a 53% tip is much, my returning and giving him a 26% tip said that he was not valuable enough to give the $10. It is not enough to say that this is America and people need to get over themselves and simply follow the customs of our country (although I must admit I felt that way today when I was given the cold shoulder). In business we must cater to a larger population if we expect to be successful. The greatest business plan is no comparison to great customer service.

Taking it to the streets

Before you get all flustered, I'm not talking about getting 'hood on anyone or anything, I'm talking about marketing my business the way I know best, by getting out there. It's very simple, it's just time consuming and a pain. While I worked as an independent sales rep for AFLAC (one of my many business ventures after leaving the US Air Force), I spent a lot of time marketing directly to businesses rather than individuals. Although I had the advantage of a multi billion dollar annual marketing budget and Gilbert Godfreid to do the duck voice over, what made the company successful were the agents that hoofed it everyday in the streets going from door to door enrolling new clients. Sure for every door I knocked on, there were several more that slammed in my face, but generating over $20,000 in three months showed that I had some successes in my business approach. I simply have to apply that same strategy to marketing my own business.

Once you've defined your target audience, then you simply figure out how to attract them. I know you're reading with expectation, believing I'm about to type the words that will be your golden egg laying goose, but that's not gonna happen....unless you'd like to hire my services. LOL If you are going it alone, then it will require research on your part, and lots of it. If you solicit the help from a business consultant, then we would be able to point you in the right direction after doing the research for you. I know you have seen books that claim to be the answer to everyone's business woes, but the bottom line it's not that simple. Sure there are some basic rules that all entrepreneurs could benefit from, however once you've filed your fictitious business name statement with the appropriate county, filed your article of incorporation with the state for a corporation, opened a business account at the bank, then what? How do you get the business that will put the funds in the account so you can quit your day job (if you haven't already done that). It's not as simple as those books made it seem. You can't walk right in to developing great business credit just because you started a corporation. If you don't keep appropriate business documents and tax filings your corporation will be suspended. There's a big business world out there, and how will you get the help you need? How will you afford help? How do you determine your start up cost?

Relax, breathe, sit back down. You don't have to know all the answers immediately, but finding someone who does know the answers is beneficial. I surround myself with people in the business world who know about areas of business I don't know so we can help each other out. Information swapping is great, because it allows you to give some free information while getting some. The only way this relationship works, is you have to have some knowledge to give. While your online, research your business sector and find out how you plan to fill a service area that is lacking, or provide a product that stands out from the rest. Believe in yourself and your vision, you can do it!