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5 challenges of selling to multicultural markets

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Sellng to multicultural markets is a huge opportunity, and a critical service. But it also comes with challenges that producers may not find in mainstream markets. In National Underwriter’s 2013 Multicultural Markets Survey, conducted by the National Underwriter research team, we asked respondents what challenges they faced in serving the African American, Hispanic, Asian and LGBT communities. The responses ran the gamut from the need for better marketing support to the pitfalls of a longer sales cycle.

One respondent explained how many clients simply don’t see a need for long-term care insurance: “Many people I work with still don’t see the need for long-term care. They have the romantic notion that they will be able to live as they have for generations, as one big family. But, families who come to America often are scattered and have their own lives and don’t understand the impact of a long-term care situation to them and the ones they love and want to take care of. It’s a crisis coming for our country.” 
Far and away, our respondents — nearly 1,200 of whom responded to this question — said that the biggest challenge in selling to these markets was the difficulty in acquiring clients. Has that been your experience? Share your thoughts in the comments section below.