Part I.Seven steps for selling to new and unfamiliar customers: Get out of your comfort zone to grow sales
Get to know the customer you're not getting but should be
What do they need?: tweak your product or service offerings
Make your sales and customer service friendly: little things make a big difference
Communicate in their "language": develop marketing messages based on their values
Use technology to reach your prospects: micro targeting
Deal with naysayers: what if your employees or your core audience don't like seeing their product marketed to other groups?
Part II.Key customers who could drive your business growth: Different ages want different things
Women:singles, heads of household, working moms and stay-at-home moms, home-schooling, and more
Immigrants: it's about acculturation, not assimilation
Hispanics/Latinos: North America's fastest-growing ethnic minority
African-Americans: a large and lucrative customer base
Asians and Asian -Americans: the highest household income of any racial or ethnic group
Part III. Other important market segments: Political views
Sexuality: gay, lesbian, bisexual and transgendered
Hobbies and special interests
Vegetarians versus meat eaters.
