Do you adjust your sales strategies for people from different cultural backgrounds? You should, if you want to sell to a wider array of customers. If you don't, you may be losing sales, and not even know it. Dr. Michael D. Lee, MBA, CSP, Founder and President of EthnoConnect, www.ethnoconnect.com gives advice about this issue in selling. His company provides seminars, training, consulting and coaching on how to sell more products and services to the multicultural market in America. Bill Cole asked him to address how we can be more attuned to the multicultural sales market. 667 words.