How to earn the trust of the Hispanic consumer

How to earn the trust of the Hispanic consumer

By nature, and unfortunately through experience, Hispanics have learned not to trust people easily. If you are from Latin America or if you have done business there, you will agree with me that governments there and the systems that operate the business models are most of the time full of corruption and unethical behaviors. I am not throwing everyone in the same bag, as I am sure there are many honest Latino leaders in those countries. But the truth is that untrusting behaviors have dominated those systems.

As a result, we don’t trust quickly. We are skeptical of others’ motives and we become skeptical people.

Why is it so complicated for big corporations and business to earn the business of the Hispanic consumer or Hispanic workforce? Why is this? Easy – lack of trust.

Establishing Trust

I have heard that in America people say “People will trust you until you prove you cannot be trusted.”

Well, for Latinos is the opposite – “People will not trust you until you prove that you can be trusted.”

Now, this is a wonderful thing because once you truly gain our trust, you will also earn a high level of loyalty. The same is not true in the United States.

So, how do you gain the trust of the Hispanic person?

Let me give you an example. If a company simply comes up to you and say, “Hey, I’m feeling good today, here’s a $20 bill or here is a free gift for you” Would you be happy with the company? Yes. Would you trust them more? No – and perhaps even less. You might even start thinking there is a deceptive practice going on.

To gain trust, you must consistently keep your word. This is very important, so I’ll repeat it – you must consistently keep your word.

Again, you gain trust by telling someone you are going to do something, and then do it.

Consistency is Key

I’d rather do small things consistently than big things once. As simple as that. Companies need to understand that one big “sponsorship” is not going to entice customers, rather it will scare Hispanics away! I always tell my clients, would you get in the best shape of your life if you only went to the gym one time and did 5 hours of exercise? Or instead, if you go to the gym every day, do a nice routine and do it consistently? Exactly! You get the point. A marketing campaign or a business development approach needs to be consistent and needs commitment on all levels.

You gain trust by consistently doing things you promise to people. By the way, make sure that the things you promise actually matter to the people involved. Moreover, make sure that the things you do for people have cultural acceptance.

If you want your company to earn the trust of the Hispanic Consumer and you need to get educated on cultural issues, we can help you. Send us an email at for any questions or inquiries.

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