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