It takes more than speaking Spanish to sell to Hispanics

8602398277?profile=originalCompanies that want to sell products and services to Hispanic people need to understand this fast-growing population. Here are some recommendations on how to succeed:

Speaking Spanish isn’t enough: Owners contemplating the Hispanic market need to do more than hire Spanish-speaking employees, said Francisco Valle, a consultant in San Diego who helps companies build business with Hispanic customers.

And it’s not enough to just include Hispanic actors in commercials or advertisements.

“To go after the Hispanic market, you really need to develop a relationship with them first,” Valle said. He recalls working with a hospital that didn’t have bilingual staffers at the reception desk. Spanish-speaking visitors were directed to a phone where they could reach someone who spoke Spanish. Hispanic visitors didn’t feel welcome, Valle said.
Start your ad campaign from scratch: Advertising campaigns must be created with Hispanics in mind. An English ad translated into Spanish not only may fail to resonate with Hispanics, the translation could be incorrect, Valle said. READ MORE AT TULSA WORLD

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