Exclusive Interview with Tico Pérez interview by: Ricardo González Published in Weekly Executive Report April 15, 2008

Tico Pérez has been Chairman of the Orlando Chamber of Commerce, a Partner with Baker Hostetler (a top 100 Law Firm), is on the FL Board of Governors, and is the highest ranking Latino leader in the U.S. in the Boy Scouts of America.

R - Tell me about your work with the Orlando Chamber and in particular, with Latino businesspeople.

T - When I was Chairman of the Chamber we recognized that Latino business people were not properly assimilating into our local business community. We found that it was partially because of fear of the unknown, that is, how business is done in the United States and more specifically, because they didn’t feel invited to participate.

R – In Orlando, as in other large cities, there are several Hispanic or Latino based Chambers of Commerce. Did these Chambers arise from Latinos feeling that they could not fit in?

T – Partially. They came out of the need to have a comfortable place for them to share problems, questions and challenges that they were facing. What we did was identify the largest of those Chambers and for a three year period ran a dual membership at no charge. If they were members of the Hispanic chamber they automatically became members of the greater Orlando chamber. We invited them to certain events. Maybe 30 to 40 percent became active in the Orlando Chamber. The key was making certain they knew that their involvement was important to the majority community for business reasons.

R – Give me some examples of some things you did other than the free membership.

T – We partnered with the Hispanic Chambers on networking events and business events. We provided a full page in each of our monthly newspapers to the Hispanic chamber to promote their news in both English and Spanish to the entire Chamber membership which at the time was over 5500 businesses. We encouraged our majority businesses to sponsor and financially support Hispanic Chamber events.

R – What were the financial or bottom-line results for those businesses?

T – The majority businesses were starving for the opportunity to enter into that market. They simply needed a vehicle to get there. The success was tremendous from recruiting employees to developing a new customer base. The majority businesses were thrilled with the relationship and those relationships continue today.

R – What do you think is the distinguishing mark between Latino business practices and Anglo business practices?

T – Informality. Anglo businesses are very bottom line oriented while Latino businesses are relationship oriented. Often times, with Latinos, transactions don’t take place until trust is built and personal relationships are established. In my experience, some Anglo business people find the pace of business a little frustrating. Anglo businesspeople must realize that the Latino businessperson is not likely to move quickly. Extending help, employment, counseling or a hand of friendship in this type of environment is a good first step.

R – So, patience is the operative word?

T – I think that understanding and acknowledging the value of relationships is the key.

R – And strong relationships in the Latino community take time?

T – Yes, but they last forever .

R – In a nutshell, what specific counsel do you give to Anglo businesses?

T – There are three things that move the Latino community. Latinos are motivated by what I call the three F’s – Faith, Family and Freedom. If you understand that part of the Latino and communicate in those terms you will build a successful relationship and business with them.

R – Thank you for allowing us to benefit from your experience and knowledge. Your advice is extraordinarily valuable and you are an inspiration to the Latino people.