¿Habla Español?

By Loretta Carpio Carr

As we approach another new year, we often reflect upon the changes we would like to make in our lives. We may resolve to exercise more, eat less, or learn a new skill. A recent trip to the grocery store brought to mind a skill I hope to improve in 2016 – speaking Spanish.

As I waited in line to check out, I watched the cheerful American cashier trying her best to explain a credit card transaction to a Spanish-speaking customer. “La tarjeta aquí, por favor.” The machine would not accept the credit card after a couple of attempts at swiping and pressing various numbers. The cashier asked the young man who was bagging if he spoke Spanish, but he nodded no. I wondered if I should try to assist with my intermediate Spanish skills, but with smiles and gestures, they seemed to figure it out. My overall impression was that the customer left a little frustrated, but not humiliated.

When it was my turn, I commented to the cashier that she had done an admirable job communicating and that she was smart to do so. Latinos constitute a large customer base. She agreed and said she wished she had a better command of the language.

As part of its Shop Local campaign, the Sonoma Valley Chamber of Commerce has included Spanish language materials this holiday season — Aquí Hablamos Local. I congratulate the Chamber for acknowledging both the Latino businesses and customers. They are on the right track according to statistics provided by the “2014-2015 Hispanic Demographic Trends Report” compiled by the Sonoma County Economic Development Board.

The report reveals that Sonoma County Hispanic residents, 26 percent of county inhabitants, account for an estimated $307 million in disposable income. The report concludes that the expansion of Hispanic owned businesses and the growing purchasing power of Hispanic consumers present opportunities to favorably impact the local economy.

As a matter of survival, most Latinos have learned enough English to engage in basic business transactions. For business owners, however, it boils down to customer service – make the customer feel appreciated, and you make a sale. When Americans travel to foreign countries, the point-of-contact staff has usually acquired enough English to serve English-speaking customers. Local businesses would be wise to provide similar service to their current and potential Spanish-speaking clientele.

Every business should have at least one Spanish-speaking employee, who could be a bilingual Latino or an American who is willing to learn. Meet the customer half way. Learn enough vocabulary that is specific to your business whether it is clothing, food, banking, or auto repair, and of course, learn the polite greetings that welcome the customers and make them want to return. Spanish instruction is currently available in Sonoma through Buenos Dias, Vintage House, and private tutors. Perhaps this is an area of need for the business community. As my friend in hospitality training taught me about customer service, they may forget what you said, but they will never forget how you made them feel.

Por favor y ¡gracias!

Loretta Carpio Carr has lived in Sonoma Valley for 44 years and is retiring from 34 years of teaching. A singer/percussionist, she is currently working on a collection of short stories about growing up in the San Joaquin Valley. Read her writings escribir2015.wordpress.com.