Abasto Magazine

Bonus English Beyond Se Habla Español Por: Juan Tornoe R eaching out to Latinos does not necessarily mean doing so in Spanish. Beyond language, understanding Hispanic's culture is indispensable to effectively and effi ciently market and cater to them. All Hispanics, by defi nition, carry Latin American and/ or Spaniard Heritage in their blood. Then, there are many variables than make the Latino community quite diverse: Country of origin/heritage, language preference, generation, place of residence, socio-cultural level, acculturation, assimilation, and income level, to name some. As much as all these make them different, their culture is one thing that unifi es them, the more so the closer they are, generation- wise, to their immigrant forefathers. Here are some of the cultural characteristics, cues if you may, that you need to be aware of in order to better understand the Latino frame of mind: Degree of Intimacy Hispanics innately want to establish a personal connections with those persons with whom they interact. Even though it might seem farfetched in a retail environment, it can be accomplished by understanding that Latinos, in general, will respond positively to a greeting that is less scripted and less about getting the sale than the average American. It is OK not going immediately into business mode when they walk into your store… A warm greeting, a sincere complement, a kind comment about a timely and relevant subject will work wonders. It will help them feel more comfortable and possibly lead them into corresponding in a similar fashion, so you and your staff must be fully prepared to engage in conversation. A more intimate relationship will be established, as compared with their experiences elsewhere, even if for a short period of time. By managing to make Hispanics feel welcome at your place of business it will be more likely that hey will become repeat customers and recommend you to others. 50 | | Septiembre/Octubre 2011 Level of Interaction Latinos recognize others as complete human beings; much more than just a number. They are aware that the persons with whom they will interact in your store have a life beyond work and would not mind to learn a bit more about it. Connect with them through direct eye contact, making sure they know you know they exist and are important to them. Through brief small talk you will learn more about their wants, needs and feelings and will be able to better cater to them. Social Harmony Hispanics don't like to rock the boat; we have a need to maintain smooth and pleasant relationships. Blatant confrontation does not come naturally to us. I have to admit that I still feel uncomfortable when non-Hispanics clearly and openly express their disagreement on a given issue. For them, there is no emotion involved in the interaction; it is just a difference in opinion. As a Latino, I prefer to use a more indirect approach. Personal Contact In social situations, Hispanics fi nd physical contact with others quite normal. Handshakes, hugs, kisses on the cheek, pats on the back… it's all part of daily interaction. Respect for Authority Hispanics tend to treat those in positions of authority with a great deal of respect. That is why we won't easily react to a TV ad that tells us to ask our doctor for the purple pill under the train of thought that Mr. MD knows what he is doing since he's studied for so long and experienced so much to get where he's at, that who are we to tell him what he should prescribe us? By the same token, if someone we highly respect and/or hold in high regard suggests we do or buy something, it will be much more effective than someone we consider more of an equal. Understanding the Hispanic Community

• Cover