| How would you like to leverage sales into
| |
| | How may I help you?") are enough to make
|
| a largely untapped market segment of
| |
| | the most basic connection. These phrases
|
| potentially lucrative customers that
| |
| | will relax the Spanish-speaking buyer and
|
| number in the millions and are convenient
| |
| | help them see they are in a friendly
|
| to target? The segment we recommend is
| |
| | environment, while you build personal
|
| the growing U.S. Hispanic market.
| |
| | trust and credibility in their
|
| According to the current U.S. Census,
| |
| | mind.Better yet, if you already have
|
| Hispanics are now officially the nation's
| |
| | Hispanic employees in your workforce why
|
| largest minority at nearly 40 million
| |
| | not utilize them as an integral part of
|
| consumers, or 13.7 % of the U.S.
| |
| | the buying experience your company offers
|
| population, having surpassed the
| |
| | Hispanics? You will profit on two
|
| African-American market in size during
| |
| | levels. First, you will energize your
|
| just the past two years. And this group,
| |
| | Spanish-speaking employees by letting
|
| which surged 58% between 1990 and 2000,
| |
| | them know their value to your business,
|
| continues to grow unabated. Younger on
| |
| | empowering them in a way they may not
|
| average by ten years compared to the rest
| |
| | have been before. In addition, the
|
| of the population, and with larger
| |
| | Hispanic customer will immediately
|
| households by almost a third, Hispanics
| |
| | recognize the value you place on their
|
| are the customers of today and
| |
| | business since you have Spanish-speaking
|
| tomorrow.REACHING THE HISPANIC BUYERU.S.
| |
| | sales associates.2.In the interest step,
|
| Hispanics, often also referred to in the
| |
| | gain the commitment of the Hispanic
|
| West and Southwest as the Latino market,
| |
| | prospect to engage in a dialogue. Ask
|
| are a target group unlike any other in
| |
| | clarifying questions such as "What
|
| the American experience. The difference
| |
| | exactly are you looking for?", or "What
|
| is that Hispanics acculturate to their
| |
| | is your need?" or, "May we help you with
|
| life in the U.S., but they are not
| |
| | something?" These are vital questions to
|
| assimilating in the same way as our
| |
| | build on the connection you established
|
| Irish, Italian, Polish, German and myriad
| |
| | earlier and to qualify how you can assist
|
| of other forbears who became Americans by
| |
| | them.3.Now explain what the product or
|
| being blended in the famous "Melting
| |
| | service does which provides the answer to
|
| Pot." The key for this difference is the
| |
| | their requirements. The presentation
|
| Spanish language. Multiple studies from
| |
| | must be delivered so that the Hispanic
|
| firms like Roslow Research and Synovate
| |
| | buyer understands what you are showing
|
| show consistently that two-thirds of all
| |
| | them, and how their need will be
|
| U.S. Hispanics prefer Spanish for
| |
| | satisfied. It is essential that you make
|
| communicating at home and at work, even
| |
| | certain any gap in meaning is closed,
|
| after they become bilingual. There are
| |
| | especially since the Hispanic may lack
|
| many reasons for this phenomenon, but
| |
| | the same level of command of English.
|
| chief among them is the development of a
| |
| | This is where Spanish-language or
|
| national U.S. Hispanic media
| |
| | bilingual sales literature can be
|
| infrastructure, something that no other
| |
| | extremely useful. Finally, listen
|
| ethnic group has ever enjoyed. Hispanics
| |
| | intently and ask if you can restate what
|
| have the ability to find news,
| |
| | you just heard, as this is crucial to
|
| entertainment and information in Spanish
| |
| | gain understanding - both for you and the
|
| on the numerous stations of national
| |
| | Hispanic speaker. It also serves to
|
| television networks like Univision and
| |
| | eliminate or reduce confusion, while
|
| Telemundo that help Latinos prosper in
| |
| | clearly demonstrating your personal
|
| their lives in the U.S. Additionally,
| |
| | respect to the customer.4.At the
|
| other burgeoning Spanish-language media
| |
| | agreement step ask the question, "Does
|
| in the U.S. includes over 600
| |
| | this product or service look like it will
|
| Spanish-language radio stations, multiple
| |
| | do the job?" If they say "yes," let them
|
| national magazines, major metropolitan
| |
| | know you will now create the agreement
|
| newspapers and the Internet. These media
| |
| | for the product or service. Should they
|
| reinforce in Spanish the Hispanic culture
| |
| | seem hesitant or say "no," ask them to
|
| all Latinos share, while providing
| |
| | further explain to you what they have in
|
| Latinos living ties to each other and to
| |
| | mind. By all means address the customer
|
| their respective home countries.And
| |
| | with empathy, patience and respect while
|
| speaking of the country of origin, it is
| |
| | avoiding a frustrated style of
|
| most often México, just across the U.S.
| |
| | communication. Your role, no matter what
|
| border, and so close that the ties that
| |
| | the buyer's native language, is to make
|
| bind are not broken by a separation of an
| |
| | them feel comfortable with you and be
|
| ocean, as in the case of immigrants who
| |
| | willing to engage you in a positive
|
| came through Ellis Island. So whether
| |
| | fashion.5.The satisfaction step is vital
|
| these U.S. Hispanic consumers hail from
| |
| | for two reasons. First, a satisfied
|
| Cuba, Puerto Rico, Colombia, Argentina,
| |
| | customer will at some point in time be a
|
| or México, they are living the American
| |
| | repeat customer. And if another Hispanic
|
| dream while keeping the connection to
| |
| | asks a satisfied Hispanic where they can
|
| family and friends in their home
| |
| | satisfy a similar need that you can
|
| country.Look around. For example, in key
| |
| | fulfill, they will definitely recommend
|
| markets all over the country, the
| |
| | you. Keep in mind Hispanics depend on
|
| construction and service industries are
| |
| | "word-of-mouth" recommendations from
|
| teaming with Latinos. In the booming
| |
| | family and friends much more than General
|
| construction industry alone, the National
| |
| | market customers. Their recommendation
|
| Association of Home Builders has
| |
| | means you are the first (and most likely)
|
| estimated that Hispanic immigrants are
| |
| | the only source they will go to for that
|
| filling half of the labor jobs
| |
| | product or service.Remember the least
|
| shortfall.That's not all. Next to
| |
| | expensive form of advertising is
|
| women-owned businesses, the highest rate
| |
| | word-of-mouth and the best lead source is
|
| of all new business start-ups nationally
| |
| | someone who knows you. Combined with
|
| is among Hispanics. If you operate in one
| |
| | social proof these are the most powerful
|
| of the ten major urban areas where 75% of
| |
| | reasons people buy. Without them you
|
| all Latinos live, there is no getting
| |
| | could be spending time, money and energy
|
| around the fact that Hispanics are either
| |
| | to build a market that could be available
|
| part of your clientele, or should be, if
| |
| | to you without the need for excessive
|
| you want to continue succeeding in the
| |
| | promotional campaigns. Can you think of
|
| years ahead. Even in more rural areas,
| |
| | a better way to build market share than
|
| the growth in the Hispanic population is
| |
| | by ensuring a pleasant and positive
|
| palpable. In fact, Hispanic Business
| |
| | buying experience for Hispanics?In the
|
| Magazine publishes an annual look at the
| |
| | customer experience everything matters.
|
| fastest-growing Hispanic businesses in
| |
| | That means from the point of the greeting
|
| the U.S., and it reads like a perfect
| |
| | and introduction, where you are taking a
|
| prospecting list no matter what your
| |
| | sincere interest in having the Hispanic
|
| product or service specialty. From
| |
| | prospect as a customer, all the way to
|
| residential builders to air conditioning
| |
| | the point of satisfaction. The so called
|
| contractors to road construction, to
| |
| | 'touches" or interactions make the buyer
|
| janitorial and maintenance companies, to
| |
| | experience positive or negative. It
|
| financial and telecommunications
| |
| | matters even more in the Hispanic market
|
| suppliers, Hispanic businesses are making
| |
| | segment where you are trying to gain a
|
| powerful inroads into every facet of
| |
| | foothold. Remember this universal truth:
|
| business and industry.So how can you take
| |
| | It takes 80% longer to sell a new
|
| this recommended target segment and
| |
| | customer than an existing one. If part
|
| translate it into a strategy to more of
| |
| | of your company strategy is to attract
|
| your products and provide more of your
| |
| | and retain the Hispanic customer, then
|
| services to Hispanic customers?A SHORT
| |
| | every experience, whether large or small
|
| HISTORY LESSONIn order to gain
| |
| | is either contributing to achieving this
|
| perspective on the Hispanic buyer, you
| |
| | goal or detracting from it. Any
|
| only need to recall the day the first
| |
| | experience a buyer has with you will
|
| members of your family landed on the
| |
| | determine how many people they tell - in
|
| shores of their new land as immigrants.
| |
| | this case the members of their Latino
|
| With little or no knowledge of the
| |
| | community.CONCLUSIONCultural diversity is
|
| American culture, your forbears suffered
| |
| | a fact of the evolving U.S. business
|
| from broken familial ties, the lack of a
| |
| | world. Therefore, be proactive with your
|
| familiar social infrastructure and little
| |
| | staff. Insist they treat every customer
|
| resource awareness. Most daunting of all,
| |
| | equally with dignity and respect. Spend
|
| probably they did not speak English. If
| |
| | time in a company staff meeting
|
| they wanted to cross over into American
| |
| | reinforcing the notion that courteous,
|
| society, they were the ones who had to
| |
| | patient listening is the key to improved
|
| reach out.You can be sure that they all
| |
| | business. Point out to your staff that
|
| were looking for the some measure of
| |
| | successful communication is, and has
|
| respect and acceptance in their new
| |
| | always been the key to improved sales.
|
| country. They were seeking to improve
| |
| | And, unsatisfactory communication means
|
| their lifestyle, and they wished to raise
| |
| | lost sales. These truths endure not just
|
| their families in an environment that
| |
| | for the base of customers you have today,
|
| promoted equality and stressed the value
| |
| | but also for the additional base of
|
| of education.In the same way, the most
| |
| | customers you wish to attract among the
|
| basic tenet of doing business with those
| |
| | growing Hispanic market.This article was
|
| of Hispanic heritage is to have empathy
| |
| | co-authored with Joe Albonetti.Joe
|
| for their situation. Recognize that in
| |
| | Albonetti is Founder and President of
|
| order to gain a significant share of
| |
| | Latino Landia USA, Inc., which is a
|
| their business you must treat and speak
| |
| | Hispanic marketing and communications
|
| to them with dignity and respect.
| |
| | firm specializing in assisting companies
|
| Recognize as well that your potential
| |
| | reach the growing Latino market.He may be
|
| Latino customer is in a land and culture
| |
| | reached at (949) 502-8822 or Don McNamara
|
| that is not totally comfortable to them
| |
| | is a Certified Management Consultant
|
| yet. But also accept the fact that unlike
| |
| | (CMC) and is President of Heritage
|
| previous immigrant groups, Hispanics in
| |
| | Associates, Inc. Associates is a full
|
| the U.S. can operate in Spanish just as
| |
| | service sales management consulting,
|
| comfortably as if they were back in their
| |
| | training and coaching company. Don also
|
| native country. In other words, you must
| |
| | speaks and writes on the art and science
|
| reach out to them, or they will do
| |
| | of superior sales management and top
|
| business with those who do.HOW TO BUILD
| |
| | sales performance.With over 30 years
|
| HISPANIC SALES WITH A FIVE-STEP
| |
| | sales experience from the field level to
|
| PROCESS1.Gain their attention in the
| |
| | executive sales management, in his career
|
| approach by reaching out to Latinos in
| |
| | he has been an individual contributor,
|
| Spanish. This does not take a heavy-duty
| |
| | corporate sales training manager,
|
| language course. Quite the contrary,
| |
| | regional manager, national sales manager
|
| simple phrases and everyday language will
| |
| | and vice president of sales. Don is a
|
| be greatly appreciated, and they
| |
| | member of the Institute of Management
|
| demonstrate your interest, as does
| |
| | Consultants, where he serves as
|
| signage in Spanish that welcomes them
| |
| | Professional Development Chair and the
|
| into your retail establishment. Phrases
| |
| | National Speakers Association.For a free
|
| as simple as "Buenos días. ¿En que
| |
| | e-newsletter contact Don McNamara at or
|
| puedo ayudarle a usted?" ("Good morning.
| |
| | by phone (949) 230-4363.
|
