Get vendors on board.
When introducing a new product or concept to your customers, enlist vendor help in tailoring information to your customers’ specific needs. “We’ll ask vendors to translate a one-page info sheet on their product or brand to Spanish,” Lopez says. “We keep a lot of this type of literature on hand, which really encourages shoppers to try things.”
Instill trust to override price conceptions. “Hispanics are very price sensitive and worry less about quality,” Lopez says. “Sometimes shoppers think we’re too expensive, yet we have a reputation for providing guarantees and refunds. If you don’t like it, bring it back. This helps assure shoppers that we’re not trying to pull one over on them.”
Hire your customers. People who already love your store and are passionate about natural remedies can become some of your biggest assets. “We have very knowledgeable, bilingual staff, most of whom are former customers,” Lopez says. “Many other mom-and-pops that we compete with are limited in knowledge. They’re just sales mills. Shoppers say, “Those guys can’t tell me how to use a product, but your staff can."
Read more about Lopez and how he found success with his Herbs of Mexico stores.