Attract and Retain Diverse Clients Through Cultural Relevance and Community Impact
Recorded On: 02/09/2021
The ASA inclusion, diversity, and equity advocacy (IDEA) group presents the second part of a two-part live webinar series on cultural mastery with internationally renowned culture expert Ricardo González.
This program is sponsored by Monster, Anthem, WorkN, and Tierra Firma
González will help you transform the way you view and conduct the sales process with people from all cultures. You’ll learn how to fundamentally change your methods for attracting and retaining clients from various communities so you can reach them in culturally relevant ways. González will also share specific examples of companies that got it right—and ones that got it wrong.
During this webinar, attendees will learn
- What the six stages of cultural sales are, and how they create relationships and revenues
- How to build a framework for creating culturally relevant products and services
- Three barriers to closing sales in culturally diverse communities
- How to leverage cultural relationships into long-term, highly profitable partnerships
Ricardo González, chief executive officer, Bilingual America
Author, speaker, and trusted cultural advisor to leaders, González, is the founder and CEO of Bilingual America. He is an internationally renowned teacher on cultural transformation and cultural communications. Ricardo has consulted for many multi-national and Fortune 500 companies. His goal is to help organizations and individuals to develop healthy cultural mindsets and skill sets as this drives human connection, creativity, and collaboration. Author of The 6 Stages of Cultural Mastery, The 6 Stages of Cultural Sales, The Cultural Transformation Manifesto, and The 12 Hidden Truths to Learning Spanish.