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Ricardo interviewed Pedro Rodríguez on How to Sell to Hispanics.
Published in Weekly Executive Report on May 13, 2008 |
Nothing happens without a sale. Pedro Rodríguez gives us some important insight today into selling to Latinos. Pedro is the Chair of the Metro Orlando Home Builders Association, was District Manager for Sherwin Williams and is now a Commercial Rep. for Color Wheel.
Ricardo: Do you find it different to sell to Latinos as opposed to selling to Anglos?
Pedro: Their biggest difference is in how they want to do business. They are very touchy feely people. If, as a sales person you are not as outgoing as they are it can be difficult so I try to train the Anglos that you have to be of that mind-set. They pat each other on the back, those semi-hugs. You have to have the right mind-set.
Ricardo: What I’m hearing is this need for a more personal approach. Why does the Latino client need more attention?
Pedro: I have always believed that people buy for three reasons, I call them the Three P’s. It’s either your Product, the Premium (what they get) or the Person. The Hispanic is all about the person. They will sit down and before you make your sales call, you are talking about what you did during the weekend, how have you been doing, how’s your family, etc. before you get anything about your product, your benefits, they are very passionate about the person. You know, what country you are from, about your family. You know, they are very passionate about who you are as a person.
Ricardo: Have you seen people actually from perhaps even a good business deal because they didn’t like the salesperson?
Pedro: If they felt they weren’t being personal in the sense of not being truthful. All they wanted to do was do business and it wasn’t about the long-term relationship. They need to see they can step away from business and kick back and be sociable and go to a game, go to dinner, have lunch.
Ricardo: So the relationship is key.
Pedro: It’s the number one priority for the Latino. My success has been that way.
Ricardo: Now, as you are training Anglos to sell to Latinos, whether over the counter or outside sales, give us some specific things you train them on as it relates to working with Latinos.
Pedro: Well, one of the most important things is that the higher tones of voice doesn’t mean that they are upset. They talk with their hands, they talk in a higher tone, they are very passionate people. In regards to a job, they are upset about pricing or talking about the importance of service, their tone of voice doesn’t mean they are upset.
Ricardo: Should the sales person try to match that tone or not?
Pedro: In some instances, yes. If they feel like you are not as passionate, you need to mimic. If they are relaxed, you be relaxed. If they get a sense that you are not at their level, it really throws the Latino off.
Ricardo: In American sales we have this A,B,C (always be closing) mentality. I teach people that maybe that’s not a great idea with Latinos because of trust issues. How do you work with sales people to help them to know when the point of close is actually there? We teach a business cycle that involves friendship first, then trust, then business. That they will let you know that moment. How do they know the moment that they can close the business and not lose it.
Pedro: It is more atmosphere and ambience with the Latino. They know you are coming to discuss business. You get to a point that it gets very to the point with them. When you are always trying to close form the beginning it throws them off.
Ricardo: Is that the trust issue or just we haven’t gained friendship?
Pedro: I train people to deal with what is important to them. Or words like, “I am here for you.” Those positive words close the deal. By you reassuring them of the long-term relationship, that will help you close them.
Ricardo: On the sales side, it requires the sense of familiarity and the relationship.
Pedro: The number one key is if you are not prepared to be in that atmosphere, it will be a tough sales atmosphere for you. It isn’t about the presentation or how you can handle objections. It is more about how you can relate one-on-one with the client.
Ricardo: So, if I am a sales manager and I want to sell to Latinos, the number one quality I am looking for as a sales manager is what?
Pedro: How well you build your relationships. How close you get to your customers.
Ricardo: Great! Thank you Pedro for some very good words of insight.
This entire 18 minute interview, including a discussion about the Latino Builders Council, is available for download on an .mp3 audio right here:
Ricardo González is Founder and Executive Director of Bilingual America and Publisher of The González Report. He is published regularly by BNP Media and has a regular feature in Florida Home Builders Association Residential and Commerical Magazines. He is also the author of several training courses as well as has a new book coming out late summer 2008, "Café con Milk." |
