HOW TO BE SUCCESSFUL REACHING OUT THE SPANISH-SPEAKING ENTREPRENEURIAL COMMUNITY

Many organizations, businesses and government agencies have been trying to reach out the Latino community, specially the Spanish-speaking people. They do it for different reasons some to sell their products and services, and others to assist and to help them. Some of this companies and organizations are successful and other ones are asking them selves why their efforts have not have the results that they will like to see.

I believe that there is a combination of factors which contribute to the success of programs that are reaching and serving the Spanish-speaking community. I also believe that each geographic area is different in the mix of Latino immigrants, their region of origin, (even we the Mexicans are coming from different states, we have our own way to speak, preferences on food, music and are more or less formal in the way we dress), and we have to add their level of education, time living in this country and level of integration to their communities and language, without forgetting that everything is changing constantly.

To begin with, the success of those organizations and companies that are serving the Spanish-speaking community with their programs did not happen from one day to the next. It took time, several years in fact, in many cases.

In the specific case of organizations that are serving with technical assistance programs to the Hispanic entrepreneurs, here are some of the contributing factors to their success:

The instructors and leaders of the program are or were entrepreneurs and businesspersons. They have owned several businesses, so they know what it is like to be there; and they have had many good and not so good experiences in their businesses, which they share with their audience. The Latino community respects and pay attention to a person that have academic education, that have a College degree, better if they have an MBA. This creates a trust in the presenter and leader of the program. The trainers have experience working as business consultants, learning and helping different kind of businesses. Another critical issue is the development of business teaching material for a Hispanics, this has to be created by a Latino for Latinos, not just a translation, the material and classes have to be bilingual and bicultural, adapted to the audience of that geographic area. More important, is to have knowledge and experience teaching and giving seminars and courses to Latino-owned small businesses. How well you communicate the information and the wording that is used is very important. The trainers should speak very good Spanish, because even though they might have experience and knowledge they will loss their audience with their Spanglish or bad pronunciation. This is very distracting.  When scheduling the seminars or workshops, the best time to present these are in the evenings after 5:30 PM, sometimes even later during weekdays or Saturday at any time. Also the place where you hold the presentation is important, it should look professional and be located in a Latino area. The participants will feel more welcome. Another factor that contributes to the success is when the directors and presenters have been involved and participate in the development of bilingual conferences and expositions for Hispanic entrepreneurs. Hispanics also gave attention to people that have been awarded and recognized for their support and involvement in their communities.

Other facts that contribute to the success of these programs are:

Latinos like to be motivated, so always include motivational and self-esteem exercises in the classes. Create a program that is practical and simple, but also complete. Do not include a lot of concepts and theory, just the necessary. Very important, be careful to be consistent with the information that you provide through the different sessions and seminars and have continuity, even when you have guest speakers. Some time a presenter give information that sound contradictory to other presenter in another session, that is why you should have an experienced instructor that is the connection through the program. A good attitude in all personnel in the organization is crucial. Try to help every person that call, visit your site or attend your programs. We, the Latinos area very sensitive and we will go away if we don’t feel welcome in a place. Always try to find someone who can help that person. Have bilingual personnel to make the participants feel comfortable. As I mentioned, to gain the trust of the Latino community takes time, so you have to be ready to start and stay with your program almost at any cost. I have seen others programs and organizations start a program and after facing difficult times, they disappear. Brag in a very subtle way about your success stories, big and small. Be accessible and try to maintain a positive attitude. People will like to be affiliated with you because of this positive attitude. Participate in the community, helping organize events for entrepreneurs and small business people, giving free presentations to high school students, churches and other associations. Join to different organizations, associations and chambers. Give value to your seminars and courses, although you are offering these free. In our case we obtain grants and offer scholarships to those who sign a contract and are committed to attending the entire course. (We value the course at $1,000.) We usually graduate 95% of participants and of these, 80% have completed their business plan.

So when combine academic knowledge, and lots of experience as business consultants, experience as business owners, experience writing business plans and obtaining loans and helping others to obtain loans, experience as public speakers and developers of their own materials and experience of marketing to the Hispanic community, you will have a successful program. Participants will refer friends, family and associates to your classes. They will come back to take other classes that complement the other courses.

The benefit and reward, when you show experience in running and managing a successfully TA programs for Hispanics is the confidence and support from foundations, and government agencies to award grants to your organization.

In regards to marketing you should do an extensive amount on a regular basis, some ideas are:

Send PSAs to your database of media including: newspapers, magazines, radio, TV and organizations. Create a database of faxes, and using a software (Win fax) keep informed your contacts in organizations, businesses, chambers, associations and government agencies, and keep adding more names to you database. Design and e-mail your information to your database, (collect every e-mail possible) Create a bilingual Web site and place your event in a calendar. Design, print and distribute flyers (2,000 to 7,000 per event) to consulates, churches, businesses, libraries, banks, markets, non-profit organizations that serve Latinos, associations, etc. When possible place ads in newspapers and magazines. Have members of your organization or volunteers doing telemarketing to your ex-participants, asked them to help you promote the event. Network in different associations and events to promote your seminars and courses. Ask to local TV news programs or radio programs to invite you for an interview and to promote your entrepreneurial program. Publish in different newspapers and magazines business and motivational articles in English and or Spanish; ask them to include your phone and web site.

I hope you will find helpful these information and suggestions, and please share wit all of us your comments, questions and ideas. I am sure we can learn form your experiences.

Eduardo Figueroa

President

Hispanic Business Consultants

(714) 516-1111

eduardo@miempresaexitosa.com