Communication Between Hispanic Salespeople and Their Customers: A First Look |
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| Authors: | Lucette B. Comer J. A. F. Nicholls |
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| Affiliation: | 1. Lucette B. Comer (Ph.D., University of Maryland) is Associate Professor of Selling and Sales Management in the Department of Consumer Sciences and Retailing at Purdue University. Her research interests include diversity in sales (women, Hispanics) and salesperson behavior/psychology (traits, motivation, listening). Her publications have appeared in the Journal of Personal Selling and Sales Management, Industrial Marketing Management, and other marketing journals.;2. J. A. F. Nicholls (DBA, Indiana University) is Professor of Marketing and Chair of the Department of Marketing and Business Environment at Florida International University. His research interests include place-based marketing and microcomputer simulations as well as diversity issues with particular interest in Hispanic shopping behavior. He has published in more than two dozen journals. |
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| Abstract: | This paper presents the results of an exploratory investigation into the cultural communication styles of Hispanic salespeople. Depth interviews were conducted with 14 “key informants” who were familiar with issues facing Hispanic salespeople. The analysis suggests that (1) a cultural communication style exists for Hispanic salespeople, (2) Hispanic salespeople alter their communication style when selling to Anglo-American customers, and (3) culture clashes may occur when Hispanic salespeople interact with Hispanic customers of a different national origin and/or a different stage in the acculturation process. These findings have implications for the management of Hispanic salespeople in the U.S. |
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