Over one-third of all Americans today are minorities. The numbers of people from diverse cultures are growing so rapidly that the U.S. Census Bureau expects this group to be nearly half of the population by 2038. This is a huge market for retailers and service providers all across the country – if you know how to meet the unique needs of customers and clients from other cultures.

MYTH #1: "PEOPLE FROM OTHER CULTURES ONLY WANT TO WORK WITH SOMEONE FROM THEIR OWN CULTURE."

Nothing could be further from the truth unless there is a language issue. Most of the people who complain about having trouble with multicultural customers are European American salespeople. They just need to understand how to meet the wants and needs of people from other cultures.

In fact, many cultural groups would prefer to work with a salesperson from outside their own culture. Asians, for example, are very private about their financial affairs and many are afraid that if they work with an Asian salesperson they might disclose their income, debts, and purchases, to others in their community.

MYTH #2: "MULTICULTURAL PEOPLE HAVE SUPERSTITIONS AND BELIEFS THAT ARE TOTALLY INCOMPREHENSIBLE TO AMERICANS."

Remember that people in the United States have beliefs that often baffle outsiders such as the fact that black cats, walking under ladders, and the number thirteen are unlucky. Most other cultures have their own beliefs that are just different.

Many cultural beliefs happen to directly affect the purchase of goods and services such as how items are packaged, colors that goods are wrapped in and how items are priced. For instance, many Asians believe that the number four is unlucky because when pronounced in Japanese or Chinese it sounds very similar to those cultures' word for "death". Items packaged in groups of four can symbolize bad luck for those people who believe in numerology. Notice, for instance, that if you buy a tea set it is usually packaged with five cups, not four, for this reason.

MYTH #3: "SOME PEOPLE FROM OUTSIDE THE U.S. ARE UNETHICAL BECAUSE THEY INSIST ON RENEGOTIATING A PURCHASE CONTRACT AFTER IT HAS BEEN SIGNED."

While it's true that people from other cultures often try to renegotiate a contract to make a major purchase after it has been signed it has nothing to do with ethics. In some countries it is understood that contracts only reflect the agreement between the parties at the beginning of a relationship which can change as they get to know each other. As a result, the parties are obligated to help each other "adjust" the contract to their needs until it is completed.

MYTH #4: "IT'S IMPOSSIBLE TO GET PERSONAL FINANCIAL INFORMATION FROM MULTICULTURAL PEOPLE BECAUSE THEY'RE SO SECRETIVE."

This is one of those myths that is actually true. Many people who are new to this country are extremely private about their finances. Remember that they are unfamiliar with the banking and legal system in America and do not know whom to trust.

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