Networking and Latino Business Owners

A few weeks ago I wrote about "Hispanics Mean Business - Professional Group." HMB was featured in today's E-News of the Latino Journal Magazine.

July 27, 2009 Issue No. 49

Latinos and the Economy

Networking helps Latino business owners stay afloat, grow
By Adrian Peréz

"With double-digit unemployment and businesses closing their doors throughout the nation, Hispanic business owners are learning the power of "teaming" and "networking" to create opportunities for one another and establish strong referral services to ensure continued prosperity. This isn't new for numerous Hispanic chambers of commerce that conduct business mixers and business matching services to their members. But, not all Hispanic business owners are members of chambers of commerce, allowing an opportunity for other groups to create networking opportunities. Such is the case for a small, but growing group out of San Francisco, California called "Hispanics Mean Business" (HMB).

Launched by Sofia Keck, a principal of Sell It In Spanish.com, HMB has grown legs among the many professionals and business owners seeking ways of staying in business. The organization meets, informally, on a regular basis and each member is encouraged to conduct a 20 minute discussion about their business or expertise and sharing what has and has not worked for them with those in attendance. The discussion leads to additional ideas and options that the presenter may not had thought of, including teaming with like businesses where mutual growth is promoted.

"The economy is pushing us to look for ways to remain successful," says Sofia. "Through referrals, teaming and self-promotion, we will find an effective way so you can implement your product or service continuously, and that is our goal."

HMB has become an exclusive resource for Hispanic professionals around Northern California to build connections and receive event invitations, receive presentations from experts in different industries and create opportunities to generate more business.

HMB members are leaders, business owners, entrepreneurs and influencers who are proactive in achieving personal growth, community improvement and business success.

The informal sessions allow the members to:

Promote themselves or products as needed, discussing "Why people should afford to work with you right now?"
Promote themselves or products as a solution, focusing on "Right now people need to survive and want to see fast results so they might not be thinking about long term investments."
Promote themselves or products as a support, understanding that having new ideas is great but right now people may not have the time and budget to "explore" those ideas, making it necessary to maximize time and effort invested.

"When you network you get a chance to shake hands with potential clients, potential partners and potential friends. To me, this sounds like a good investment," adds Sofia.

For more information, contact Sofia Keck by visiting www.sellitinspanish.com."

Spanish-Language TV Ratings by TeleNoticias

The latest news about Univision dominance in the 18-34 year-old demographic is another reason to be paying attention to the Hispanic market, if you’re not already doing so.

For the week of June 15, Univision beat out all other broadcast networks, English and Spanish, for ages 18-34 on Tuesday, Thursday, and Friday nights. In the highly coveted Thursday 10 pm slot, Univision’s “Mujeres Asesinas” (“Ladykillers”) beat out the top English competitor CBS by 72% for adults ages 18-34. For primetime, Univision was #1 on Friday among adults ages 18-49. This week wasn’t the first time Spanish programs have beaten ABC, NBC, CBS, Fox and the CW. In fact, Univision has been #1 on 33 Fridays during the 2008-2009 television season! Yes, 33 times!

Spanish-language programming has dominated ratings in the past, but it is happeing more frequently and its current success is a stark contrast with other major networks.

This season, English language broadcast networks are having some of their worst ratings ever. Meanwhile, this week brought Telemundo its highest novella ratings ever. These results extend to news as well: Spanish local news at 6 and 11 pm is averaging higher viewership than ABC, CBS and NBC`s local newscasts combined among Adults 18-34 in major U.S. markets.

Why is this happening? Go to complete post

The Value of Clothing to Hispanics - A Clothes Call

“Dress for success” is a popular saying in America, but if you have ever wondered what Hispanics dress for it is “acceptance.”

In Hispanic culture what you wear and how you wear it says a lot about you. A low income family might not be able to afford expensive clothing but their shirts are ironed and their shoes are polished. Middle to high class Hispanics in Latin American may save money to come to the U.S. for a shopping spree and purchase American brands that ironically, if not made in China were probably made in a Latin American country like Guatemala (my birth place.)

No matter their economic status, accessories and jewelry are a must for girls starting from a very young age. Little girls get their ears pierced almost at birth and might let their hair grow to pull it back in a sleek and polished pony tail. Their socks will have ruffles and their outfits will match.

Appearances are very important in Hispanic culture. First impressions hold high value and sometimes are very hard to erase if the outcome is negative. You don’t want to start off on the wrong foot. “El que dirán” (what will they say.)

In America clothes have become a way to express yourself. T-shirts with, “Go Green” or, “Vote for Obama” speak for themselves. Among Hispanics clothes are not to express, but to impress. The reason for this could be that they are worried about being judged and not accepted. And since social circles tend to be very small in Latin countries it is important to give the right impression even though “las aparencias engañan” (appearances can be deceiving.)

I remember the comment of my mother-in-law, when she visited Guatemala for the first time. She said, “Everybody dresses like they are always ready to go to an event.”

Talking about events, Latina Style Magazine will be having a great event this upcoming Thursday, July 23 at the Doubletree Hotel in San Jose, CA. Their Business Series includes Macy's Inc. as their sponsor and presenter of "Look Successful - Be successful: An integral part of being a successful Latina entrepreneur is a consistent and winning image. From what you wear to your body language to your attitude, these are tell-tale signs of your success. Learn how to always present our best possible self others."

For more information about this event you can visit Latina Style Business Series

© 2009 Sofia E. Keck

Hispanic Cultural Differences - Hispanic Hospitality Aboard the High Seas

The Consulate General of México in San Francisco and México’s Tourism Board invited me for a fantastic event on board the Mexican Navy Tall Ship “Cuauhtémoc.”

The event was part of the “Vive México” campaign. Out of curiosity I wrote an email to the Health & Cultural Liaison of Community Affairs from the Consulate General of Mexico, Mónica Felix and asked her the following question, “Mónica,the invitation reads ‘Vive’, but shouldn’t it be ‘Viva’?”

Mónica replied, “Actually, ‘Vive México’ is the ongoing campaign to celebrate Mexico’s Bicentennial Independence Anniversary and its Centennial Revolution Anniversary, so that’s the whole story behind that name.” So now we know.

The event was incredible, and the boat is magnificent. The crew looked sharp in their white uniforms and was extremely attentive. This reminded me of one of the cultural differences between Hispanics and Americans. Mexicans are one of the most hospitable people I know, they truly make you feel like family no matter whom you are or where you are from.

There are many cultural differences between Hispanics and Americans. One of my American friends once told me “Hispanics tend to invade people’s space;” it was a cultural shock to learn about the importance for Americans of “their space.” When I first came to the U.S. one of the hardest things I had to learn was to shake hands. When I met someone my instinct was to immediately “invade their space” as I leaned over to try to give the person a kiss on the cheek. The Americans I met all reacted in the same way. They took one step back as they saw me getting close and gave me a look that said, “What are you doing?” I always felt the need to apologize because the moment was so culturally awkward you could feel tension in the air.

After four years of being in the U.S. I have learned to shake hands; I don’t try to kiss people on the cheek anymore, but every now and then if I meet someone who I feel an instant connection with I tell them, “I hug” and then I lean forward to embrace them. It’s part of Hispanic culture to be affectionate even among strangers. I think this is great so I am willing to compromise with a hug.

Cross-cultural observations such as this one are vital when marketing to Hispanics and need to be taken into consideration in order for your marketing efforts to be effective and affective.

The Latino Coalition: Fostering Hispanic Businesses

San Francisco - July 15, 2009. The Latino Coalition (TLC) is a non-profit organization based in California, with offices in Washington, DC and Mexico. The organization was established in 1995 to address policy issues that directly affect the well-being of Hispanics in the United States.

TLC came to San Francisco for an executive briefing with panels of discussion about finding new customers in tough times and about strategies for improving Latino healthcare in America.

Hector V. Barreto, Chairman of The Latino Coalition and Jose Gonzales, Co-Chair from The Latino Health Care Task Force served as moderators and contributed with great remarks about economic empowerment, healthcare and education.

“You can’t do anything important by yourself” – Hector V. Barreto

By the end of the event we had learned about how accidental entrepreneurs are our new competition, about how with every problem there is an opportunity and about how winners are the ones that don’t quit.

Some of the vendors present at the event were HP, American Airlines, Intuit, PG&E, Empyrean Insurance and Newtek Insurance. It was an exciting and informative event.

For more information about TLC you can visit their site http://www.thelatinocoalition.com/

The Hispanic Market in Today’s Economy

Now more than ever Hispanics represent an influential force in the United States. The Hispanic presence in America can no longer be ignored. With millions in purchasing power Hispanic consumers have become not an alternative market, but a primary source of business. As Hispanics have experienced American culture, the U.S. has also absorbed new cultural patterns from Latinos, creating an environment of cultural exchange and cross-cultural marketing.

Hispanic marketing has become a must since general marketing efforts lack cultural relevance and are less effective for today’s diverse array of consumers. Hispanics are buying. The question is: who is effectively inviting them to buy?

It is important to know the difference between selling and inviting to buy. The latter has long term benefits that can be seen in many aspects such as customer loyalty. Businesses that are aware of this difference and proactive in their Hispanic marketing efforts are ahead of the curve and will generate more business even during these tough economic times.

The participation of Hispanics in today’s economy has become vital for the growth of America. From hard working illegal immigrants to successful Hispanic CEOs, Hispanics represent one of the major driving forces of economic success for millions of people in and out of the U.S.

In 2008 we witnessed the making of history with Barack Obama as the first African American U.S. President and Hillary Clinton as the first female presidential candidate. It might not be long to have a Hispanic president of the U.S. Sotomayor’s appointment to the Supreme Court is proof of Hispanic participation and importance in the United States.

My involvement in the Hispanic community allows me to see the potential and progress of our people, and how we make a difference in America. Struggle is always present in our lives and our journey is not easy. But our hard work has allowed us to build a pathway to our culture and gain respect in what was once a foreign land, which has become our home away from home.

I am fascinated with the opportunities that are out there not only for Hispanics but for those who are interested in our community. I am the founder and organizer of a professional group call “Hispanics Mean Business” and it is always a pleasant surprise when a new member registers that is not Hispanic.

Hispanic culture is rich in many aspects. Millions of non-Hispanics become part of our community every day by doing business with us, eating Spanish food, learning Spanish language or by “trying” to dance salsa! The important thing to know is that we are an elemental part of the whole enchilada that makes the world go around and that defines the U.S. as the land of the free and the home of the brave.

The Hispanic market is open for business; we are not only consumers but providers. Our powerful community is built upon values of perseverance and survival, our dreams are our goals and we stay strong.

To understand the Hispanic market takes time and effort but it is necessary in order to gain a successful presence within this community. Businesses that do not market effectively to Hispanics are losing money by not taking advantage of a healthy and wealthy market that is only getting bigger and better.

© Sofia E. Keck 2009 – sofia.keck@sellitinspanish.com

How to Send You the Perfect Referral in 3 sentences

In order for people to send you the perfect referral you have to make it clear to them who is your perfect client. To achieve this you have to narrow down the possibilities and step away from the idea of, “my service or product is perfect for everybody.” A good way of knowing who your perfect client is would be to look at your current client base.

Your perfect client is one who is enjoyable to do business with and one of the clients that buys from you the most. Let’s look at some sample customers from a hypothetical database to determine which one would be the ideal client:

Joe buys from you $10,000 a month, but he is very difficult to deal with.

Brian almost never buys from me, but when we actually do business together he is a pleasure to interact with.

Michael buys less than Joe but more than Brian and he is great to work with.
- Michael might be your perfect client.

Now that you know that you want more clients like Michael try to describe Michael as a customer. Michael is a male, in his mid 40’s; he owns a small business and caters to high-end customers. There are many Michaels out there and you want to make sure that if your friends or colleagues run into a Michael they send his contact info your way. To achieve this first double check that you know your perfect client:

So who is your perfect client? Take a moment and fill out the following information, to clarify your description of your perfect client.

Gender:

Age Range:

Financial Status:

Occupation, etc:

When you get a chance to ask for referrals make sure to communicate these characteristics. Of course you can always remind referral sources that you would be more than happy to work with anyone who might be interested in your services.

By providing a quick and detailed description of your perfect client you will save not only your time but the time of the potential referral source and the referral.

Since people retain 50% or less of the information that they are presented each day you have to be efficient in getting your message out.

When it’s time to ask for referrals deliver your speech in three sentences. Sentence number one will talk about who you are and your type of business. Sentence number two will talk about your perfect client and sentence number three will extend a “thank you” and ask “what can I do for you?” Here is some further detail about asking for referrals in this way.

About sentence one: present yourself only with your first name, this will automatically allow the listener to feel more comfortable around you. The name of your business is not important (yet) after all, the recipient will probably walk away with your business card and see the logo there.

About sentence two: describe only the three main characteristics of your perfect client, and be sure to repeat the most important one at least once. This way you will help the recipient remember at least one important thing.

About sentence number three: mention how much you appreciate future referrals and ask how you can help them.

Here is an example of what I might say when asking for referrals to my business:

Sentence 1: Hi. I’m Sofia. I help companies generate more business by marketing to Hispanic customers.

Sentence 2: Small to medium size retail companies in California find my services extremely beneficial. Working in California is great.

Sentence 3: Allow me to thank you beforehand for future referrals that you might send my way and please let me know how can I be of service.

The perfect time to hand out your business card is during the first sentence. This allows the recipient to quickly check your name to make sure he/she heard it correctly and pay close attention to what comes next.

Don’t be afraid to ask for referrals. Referrals are an important part of doing business. Be clear about the type of person that is a relevant client to you and about what you can offer to this person.

Try to give the first referral and be sure to follow up with a thank you note to people that send you referrals.