Common Business Mistake #3

Misinterpreting or misleading Spanish-speaking clientele can lead to difficulties in maintaining sales or even losing customers. Some businesses believe that hiring an interpreter is a simple solution to language barriers, assuming it negates the need for staff to learn even basic Spanish.

However, creating a welcoming environment is a collective effort involving the entire staff. Relying on a single interpreter can result in an imbalanced workload, overwhelming the interpreter and potentially leading to dissatisfaction if they leave the company. This could, in turn, cause Spanish-speaking clients to leave as well.

Moreover, many businesses employ Spanish-speaking staff members who are not trained interpreters—often janitorial staff or even family members of clients. These individuals are typically not compensated for their additional interpreting work, and relying on them can be neither effective nor professional.

The Solution

• The best way to build trust within the first five minutes of staff-customer interactions is to provide your team with quick, affordable training, avoiding the need for lengthy college courses.
• By equipping your staff with basic language skills and an understanding of key cultural differences—such as appropriate ways to greet children and effective use of body language to convey positive messages—your organization can naturally expand its reach within the Spanish-speaking community.
• Building trust with your Spanish-speaking clientele is crucial for retaining their business and encouraging them to recommend your services to friends and family.