Nancy Vogl Speakers Bureau

Michael Soon Lee

February 9, 2014
Michael Soon Lee

Michael Soon Lee

Expertise:   Marketing and Customer Service Expert to Diverse Cultures

Speaking Style:  Informative. Practical. Engaging.

Travels From:  San Francisco, California

Nancy Says:  “As the U.S. becomes increasingly more diverse, Michael’s worthy practice of educating clients on multicultural selling is a necessity for success in today’s business world. He’s superb at what he does, bringing great value to the marketplace.”

Increasing Your Sales to Minorities 

Customers should not all be treated the same. Hispanics, African Americans, Asians and Middle Easterners do not buy products and services the same way Caucasian customers do. Michael Soon Lee is a marketing guru, the leading expert in selling and marketing to people from diverse cultures. Any company wishing to increase their bottom-line would be well advised to learn what is essential to attract the fastest-growing consumer group in America.

For over 15 years, Michael has been speaking on the subject of selling to multicultural customers. He was an award-winning salesperson, the Marketing Director for the State of California, a professor of marketing, and producer for the ABC television network. He is the author several books, including Cross-Cultural Selling for Dummies and Black Belt Negotiating.

Learn more about Michael Soon Lee...

Michael Soon Lee is a marketing guru who is the leading expert in selling to people from diverse cultures. He is the founder of EthnoConnect® which provides seminars, training, consulting and coaching on how to sell more products and services to the multicultural market in America.

He was a Marketing Director for the State of California, a professor of marketing at universities and a producer for the ABC Television Network.

Michael has written five books on selling to multicultural customers:

  • Cross-Cultural Selling for Dummies (Wiley Publishing, 2009)
  • Black Belt Negotiating (Amacom Books, 2007)
  • Marketing to Multicultural Credit Union Members (Credit Union Executives, 2004)
  • Selling to Multicultural New Home Customers (New Home Specialist, 2000)
  • Opening Doors: Selling To Multicultural Real Estate Clients (Oakhill Press, 1999)

Michael has spoken around the world on the subject of selling to multicultural customers for over 14 years. He has been an award-winning salesperson as well as sales manager of both large franchised companies and small independent firms.

Michael is the first Asian American to earn the Certified Speaking Professional (CSP) designation in the history of the National Speakers Association. In the past 15 years some of his 1,000 clients include: Coca Cola; the National Association of Realtors®; Alticor, Inc.; the National Association of Music Merchants; and hundreds of others.

 

Presentation Topics

Selling to Multicultural Customers 


Once you have attracted new customers to your business through a planned multicultural marketing campaign then what do you do with them?  Hispanics, African Americans, Asians and Middle Easterners do not buy products and services in the same way as Caucasian customers.  If you do not customize your products, services, sales presentation and more to meet the unique need of the fastest-growing consumer group in America – you are wasting your marketing dollars!

Some of the benefits you will receive from attending this program include:
  • How people around the word differ in buying habits.
  • How negotiation styles impact the purchase process.
  • Properly meeting and greeting people from other cultures.
  • Overcoming language barriers in selling.
  • Learning what products minorities want.
  • Learning what services minorities want.
  • Building rapport with people from different cultures.
  • What people want in a retailer.
  • Overcoming price objections.
  • Making your store attractive to specific groups.
  • Attracting and keeping minority employees.

 Target Audience: Specially designed for companies that sell to multicultural customers.

 Program Format: From a 60-minute keynote to 3-day workshop to consulting. Customized to meet the unique needs of your company and its customers.

Black Belt Negotiating 


We Americans tend to be rather poor negotiators compared to people in Mexico, China and the Middle East. We walk into stores and pay whatever is asked. In other countries they would never consider doing such a crazy thing! People from negotiating cultures never pay full price for anything. Learn the secrets of how to haggle efficiently and effectively to save yourself and your company tens of thousands of dollars.

Ask yourself if knowing the following would save your money:

  • How to tell buyers your price is firm in a way they understand.
  • Getting buyers to raise their price without saying a word.
  • Finding out what is really the “bottom line”.
  • How culture impacts the bargaining process.
  • Why “win-win” can cost you big bucks.
  • Practicing your negotiating skills without risk.
  • Breaking impasses.
  • Stopping “nibbling” on seemingly small items.
  • How every part of the company is impacted by negotiating.
  • Gaining leverage in bargaining.
  • Staying emotionally uninvolved in the transaction.
  • Dealing with ultimatums.
  • Why some try to renegotiate contracts after they’ve been signed.
  • Avoiding the three biggest mistakes in negotiating.
  • Keeping buyers from reaching into your pocket

Target Audience: Uniquely designed for people who must negotiate with multicultural customers and suppliers.

Program Format: From a 60-minute keynote to a 6-hour interactive workshop to consulting. Customized to meet the unique needs of your company and its customers.

Marketing to Multicultural Customers 


If you want to reach the nearly $2 trillion multicultural market in the United States you must develop a culturally-sensitive marketing campaign. When minorities are exposed to ads that are not designed for them that ad is virtually invisible to them. Learn how to market to Hispanics, African Americans, Asians and Middle Easterners in the most efficient and effective media. Stop wasting your money on ads that don’t work!

Some of the benefits you will receive from attending this program include:

  • Why traditional marketing doesn’t’t work with minorities.
  • How to determine exactly which cultures are in your market area.
  • Determining whether to use in-language or English copy.
  • Developing a community marketing plan.
  • Using minority spokespersons and celebrities.
  • Learning about culturally-specific media in your area.
  • Avoiding cultural missteps and gaffes.
  • Working with minority advertising agencies.
  • Overcoming language challenges in marketing.

Target Audience:  Specially designed for companies that sell to multicultural customers.

Presentation Format: From a 60-minute keynote to 3-day workshop to consulting. Customized to meet the unique needs of your company and its customers.

Muticultural Customer Service 


Everyone knows that great customer service brings buyers back over and over saving the company money and time in marketing. However, the definition of what constitutes fabulous customer service is different when dealing with Hispanics, African Americans, Asians and Middle Easterners. You must customize your customer service to meet the unique need of the fastest-growing consumer group in America.

Some of the benefits you will receive from attending this program include:

  • How minorities define good customer service.
  • Benchmarking multicultural customer service.
  • Training employees to provide service that is culturally-sensitive.
  • Instantly connecting with multicultural customers.
  • Conducting culturally-appropriate customer surveys.
  • Encouraging complaints – the secret to excellent customer service.
  • Properly handling complaints from minorities.
  • Turning complaints into compliments.
  • Why spending money on multicultural customer service yields huge returns.
  • How demonstrating respect differs among cultures.
  • Contacting customers on a regular basis.
  • Making it easy for minorities to buy from you.
  • Customer service that builds long-term relationships.

Target Audience: Specially designed for companies that sell to multicultural customers.

Program Format: From a 60-minute keynote to 3-day workshop to consulting. Customized to meet the unique needs of your company and its customers.

Advantages in Diversity 


Forty percent of all people entering the workforce today are minorities. For companies who embrace people from diverse cultures they offer the advantage of language skills, negotiating savvy, global awareness and new processes in addition to creative solutions to difficult problems. However, to reap these benefits companies must effectively deal with the challenges that multicultural workers can pose including miscommunication, cultural conflict and other differences.

This program provides some of the solutions you need to embrace the advantages of diversity including:

  • Redefining norms and values.
  • Why the workplace is becoming more diverse.
  • Benefits that diversity offers.
  • Overcoming issues of difference.
  • Dealing with people who are different from you.
  • How to discuss differences without fear.
  • Creating teams in a diverse community.
  • Dealing with areas of potential cultural misunderstanding.
  • Bridging differences.

Target Audience: Specially designed for companies that sell to multicultural customers.

Program Format:  From a 60-minute keynote to 3-day workshop to consulting. Customized to meet the unique needs of your company and its customers.

 

Videos

MIchael Soon Lee video
Michael Soon Lee's Preview Video

 

Books

Michael Soon Lee - BOOK COVER