Everyone wants to make a positive impression on customers, employees, new family members, and acquaintances. To build trust with Hispanic community, keep these three key elements in mind:

1. Spanish-speakers are relational.

What does this mean?

• When speaking with Spanish-speaking individuals, it’s important to stop what you are doing and give them your full attention.
• They expect undivided focus during communication. In the American culture, it’s common to glance at cell phones, type on computers, or multitask while speaking. However, if you engage in other tasks while talking, it can send negative messages and make the Spanish-speaker feel uneasy.

2. Interpersonal communication is very important.

• Anyone with limited language skills relies heavily on other cues to understand communication.
• They pay close attention to facial expressions and body language. If these nonverbal cues don’t align with the spoken words, it can raise red flags and damage trust.
• Ensure that you smile to convey that you’re pleased to see them. Maintain an open demeanor and use hand gestures to reinforce your message. These actions can significantly enhance trust and rapport.

3. Communicate with everyone in the group.

• Greeting everyone with a warm “Good morning!” and a quick handshake only takes a moment.
• Make sure to include everyone in your greetings, including children, as it is customary in many Spanish-speaking cultures to acknowledge them as well.
• For many Hispanics, the most important aspects of life are Faith, Family, and Friends, in that order.
• Use eye contact and smiles to convey warmth and friendliness to everyone. This shows your genuine warmth and respect.

Regardless of the situation—whether business, family, or building clientele—keep these three key elements in mind. They are essential for making a great first impression and build trust with the Hispanic community.