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By Delia Passi Smalter
Here are five tips on what to avoid when marketing your
services or providing customer service to Hispanics:
- Do not use Spanish language in marketing literature, advertising
copy or personal interaction unless you are fluent and know what you're
doing. There are many infamous mistakes made by others, such as Chevrolet
whose Nova model translates into "does not go" in Spanish.
Nevertheless, Hispanics prefer Spanish in marketing and customer service
interactions, depending on their degree of assimilation into the mainstream
culture. Rely on specialists who can advise you or design your programs
to not only get the language right, but also give the proper connotation
to the message.
- Do not be annoyed by the presence and involvement of the whole family.
Family is of the highest importance to Hispanics, and family members
participate in both the shopping experience and the decision-making
process. Be polite and respectful to all family members, recognizing
the importance given to elders.
- Do not be informal. Hispanics lean toward formality. Do not use first
names, but rather Mr., Mrs., Sir or Ma'am unless told otherwise.
- Do not try to close the deal or complete the process too quickly.
Hispanics prefer to develop a relationship with merchants and service
providers. This may mean that the process is longer but the payoff is
worthwhile.
- Do not underestimate the power of the Hispanic referral network.
If you do an exceptional job of servicing an Hispanic customer, you
are far more likely to get business from his family, friends and neighbors
as well. Hispanics are more loyal to businesses and brands that serve
them well than other customers. Win an Hispanic’s business and
he will be quick to recommend you to others in need of similar services.
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Hispanics are more loyal to businesses and brands that serve them
well than other customers.
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Delia Passi Smalter is president of MedeliaCommunications,
a sales training and marketing company specializing in the women and multicultural
markets. She is the author of an audio book series, Winning Strategies
for Marketing and Selling to Women and Winning Strategies for Marketing
and Selling to Hispanics. She can be reached at 914-591-9700 or
visit www.medelia.com.
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