A growing percentage of your market speaks little or no English, and your sales staff speaks only English.
“It all starts at the first point of contact,” says Michael Lee, a multicultural marketing consultant. He suggests hiring a receptionist who speaks the language most prevalent among the emerging homeowner groups or teaching the receptionist a few words. You could also route calls to an interpreter or a translating service (search the Internet or contact the language department of a local college).
In preparing for the sales visit, assess the prospect's English fluency. If it's very poor, Lee advises bringing along an interpreter. If the prospect speaks some English and you go alone:
Give the relationship time, and expect more than one meeting before closing the sale. Also, make sure a translator or interpreter goes over the contract.