Do your dealers do business in Spanish?
The recent U.S. census revealed that the Hispanic population of the United States as of April 1, 2010 was 50.5 million up from 35.3 million just ten years before. Individuals of Hispanic origin are the nation’s largest ethnic or race minority constituting 16.3% of the nation’s total population.
For the auto industry the growth to this segment continues to rise, not only on the consumer side but also businesses owned and operated by Hispanics. The research seems to indicate that the Hispanic consumers are highly sensitive to the sales person in which they are conducting business with. Studies have shown that Spanish-speaking customers prefer to purchase their vehicle from a Spanish speaking salesperson. It would stand to reason that the Spanish speaking F&I professionals would prefer to have business development concepts in Spanish, lifting a language/comprehension barrier to gain greater benefits from a training or concept.
Agents are always looking for another option for the dealer to expand their business. Expansion doesn’t necessarily mean by selling more cars or products but by having the opportunity to expand the knowledge base of those within the dealership. Soon a new resource of free training videos for the Spanish speaking F&I professional will be available through AE-emagazine.com.
Beginning in March, subscribers will receive a weekly Business Tip video in Spanish. These informative videos cover a variety of topics including Be A Professional, Don’t Sell, Tell and Gather You Told Me So’s. After being featured the Spanish Business Tips can be accessed under the Resource channel of AE eMagazine. Beyond the videos future plans include the translation of business building articles into Spanish.
Share this knowledge with your dealers; you will be helping them serve a fast growing segment of the industry. Click here to subscribe.
Another great resource of this page is the Featured Companies section. This area highlights bi-lingual companies. All listings and micro sites are translated to Spanish. Be sure to contact us if your company reaches this segment of the market.
