Business ideas to start in Tennessee
How to win over the hispanic consumer
6th Edition July - September 2018
Hispanos Emprendedores
Importance of customer service A satisfied consumer returns to work and refers you to his circle of contacts. For the client to be happy, it is necessary to offer them good service. It is not enough to have the products they need, they must feel understood, valued and given timely answers. No entrepreneur should neglect the service and treatment received by the customer, both on his part and his employees. Put yourself in your customer’s place, if they arrive at a restaurant and the waiter is not friendly, the next time they will go to the competition. It’s that simple, in the current marketplace the consumer has many options to choose from and often does not even have to go to the actual store. Thanks to the Internet, social networks and similar platforms, they decide to visit a place, or not, based on the opinions of third parties. What good is it for a person to find the products they are looking for in a store if they are not satisfied with the service? In a competitive market and one filled with demanding consumers, improving customer service is key. If you want to win over the Hispanic consumer in the US follow these tips given to you in Hispanos Emprendedores.
Therefore, if you are going to start a business or already have one, you should strive to provide the best customer service. You must differentiate yourself from the competition so that consumers always choose you. For that you must realize that every person who enters your premises is important. Focus on providing personalized attention, be friendly, serve the client in the shortest time possible. Give clear and timely answers, as well as having a comfortable and welcoming environment, where the person feels at ease.
How to win over the Hispanic client Hispanics are the second largest market segment in the United States according to Nielsen.com .As a Hispanic entrepreneur in this country, a good part of your clientele will also be in this segment. To be able to offer the best service you must know their characteristics and behavior as a consumer. First, we must understand that Hispanics are a very diverse group; and depending on their origin, their customs are very different from each other. The Hispanic market includes people of Puerto Rican, Cuban, Mexican, South and Central American origin, as well as other cultures that share Spanish as a language. Nielsen divides this market into two sub-categories: Hispanics born abroad and those born in the United States. Among the main differences, the analytics company indicates that households headed by US-born Hispanics are smaller than those headed by people born abroad. In addition, the level of income of those is greater. Spanish and English are spoken in homes of Hispanic origin. Consumers value businesses where there are employees who know how to speak Spanish and with signage in this language. They also look for packaging that they can read in Spanish, this is more common among first generation Hispanics. A study by NOP World’s Hispanic OmniTel Quarterly Survey also refers to differences between Hispanics born in the US and abroad. Some of the characteristics of Hispanic
consumers that he found are the able to answer consumer queries. But also, to increase sales. Only if following: they know what is offered can they • Both subcategories give suggest other products. importance to low prices, but it is more important for those born 3. Offer after sales services Customer service does not end when outside the United States. the purchase is made. It is important • Those born abroad give more to offer an after-sales service. importance to the location. They These can be technical support, look for locations close to their maintenance, product warranties or homes that have a variety of special promotions. products.
• For those born in the United States, it is not so important to be served by other people who speak Spanish or that the signs appear in this language. While for the others it is a priority
5 steps to improve customer service
4. Provide 24-hour attention Internet offers the possibility of making purchases at any time of the day. Do not miss this opportunity and take advantage to take your business to digital platforms. These will serve as a channel to serve customers 24 hours a day, every day. It is not just about having an online store. It allows them to communicate with you by e-mail, chat or social networks, in addition to traditional ways.
It does not matter that you receive few complaints from those who visit your business, it is always 5. Apply the ghost client technique possible to improve customer Do you want to know how your service. Following are some steps employees treat clients? Pretend you can apply in your venture. to be one or hire someone to come to your business and evaluate the 1. Train staff on the importance behavior of workers. It is an effective of good service technique to identify and correct Talk to employees about how their errors. behavior with customers should be. Plan talks with them, so they To conquer the Hispanic consumer, understand the importance of you must know their customs and good treatment. All employees improve customer service. must participate in these activities, Did you find this information useful? including those who do not have Share it on your social networks with direct contact with clients, because other entrepreneurs. at some point they may have to serve them. 2. Provide education about the products All workers must know the products or services offered by your business or company. This is basic to be
Brought to you by Tennova Medical Group You remembered to schedule your children’s back-to-school checkups, but have you made your own appointment? Women who pour themselves into the health of their family, friends and coworkers often neglect their own wellbeing, but self-care is just as important. Preventive health services only take a few hours every year, and the benefits can be lifelong. Annual well visits and age-appropriate screenings and vaccinations help you stay healthy, allowing you to better care for those around you. Get started today by scheduling your annual well visit. Don’t have a doctor? Tennova Medical Group is here to help. Our family practice office located on Tiny Town Road welcomes new patients of all ages. Call 931-502-2423 or visit TennovaMedicalGroup.com. Ask about our same- and next-day appointments. For more health and wellness articles like this one, visit our blog at TennovaWellness.com This publication in no way seeks to diagnose or treat illness or to serve as a substitute for professional medical care.
Why invest in Tennessee? Doing business in Tennessee is an excellent option if you are determined to start one. It is one of the states with the highest business activity in the country. Each city has organizations willing to offer advice and financing to small business entrepreneurs. Added to this is the reasonable cost- of -living and the advantage of having one of the lowest tax burdens. These are some of the reasons to invest in Tennessee, but you’ll find many more if you keep exploring. Not only is it a friendly state for small business entrepreneurs, but there are also opportunities in different industries.
Hispanos Emprendedores
Are you ready to invest in the United States and are looking for business ideas to start in Tennessee? This state offers numerous possibilities for entrepreneurs and here are 10 that you should consider.
The basis of the economy in the state is the automotive industry, along with health services. For this reason, new companies related to these sectors would provide a good boost. Tourism, entertainment, and new technologies also offer opportunities for investors.
What do you think of these business ideas to start in Tennessee?
If you think there are more opportunities to add to this list, write to our website WWW.HISPANOSEMPRENDEDORES.COM
10 business ideas to start in Tennessee The small and medium business owner has the solid and reliable economy of Tennessee in his favor to start his business. But first, you must decide on what to invest in the US, and what specific opportunities are offered in this southern state. • Restaurants Having a restaurant is a great business idea. With cities like Memphis, Nashville, and Chattanooga, where tourism is one of the main activities, the restaurant would benefit from the constant arrival of visitors. In addition, locals also like to enjoy a good meal away from home. To open a successful restaurant, many factors must be taken into consideration. For example, the type of food that will be sold, the location and the permits that are needed. The initial investment is important, you must save for paperwork, equipment, and the location. • Restaurant suppliers Becoming a restaurant supplier is also a business opportunity. There is a wide range of products to offer, including equipment, prepared foods or ingredients for the menu. One of the advantages is that you can operate from home or have your own office, depending on the resources and your preference. Choose an area that you know well. For example, if you are a bakery and baking specialist, you can offer ready-made products to restaurants and other businesses in the area.
• Bed and Breakfast Take advantage of the boost provided by tourist activity and offer accommodations to visitors in a Bed and Breakfast. If you have enough space in your house you can make some modifications and start your business, there. You can also invest in another property to offer greater comfort to travelers. Just like in the previous cases, you must review what is required by law. In addition, you may have to modify some areas of the house, purchase kitchen equipment, customize the rooms and buy mattresses, pillows, towels, etc. • Cleaning services There are very busy people who need help in their homes or offices. You can offer services to clean homes, stores or offices. The investment you will have to make in this case is less than in the previous ones. You can also specialize in other areas of this same sector, such as laundry or carpet cleaning. • Barbershops Barbershops and beauty salons are necessary for any city. It is a type of business that will always be in demand. To open yours you will need knowledge in the area or hire people with the required experience. You will have to invest in equipment and find a well-situated location to attract more customers. • Thrift shops Buying second-hand items and selling them again can earn a good income. It is another business that you can operate from home or at a separate location. There are people who like to redecorate their
homes every so often or who are in the process of moving and have valuable objects that will help your venture. Attract attention by promoting yourself on the Internet. • Car wash service In a state where the automotive industry is so important, services related to this area are also necessary. Car washing is one of them, although it will require investing in equipment up front. • Travel services Once again, we refer to tourism as a business opportunity. In this case, if you like to organize trips and you are good at planning itineraries, you can offer tourist services in the state. Acquire a work team that knows the city you are settling on and take visitors to relevant places. • Online stores The Internet brings with it many business possibilities. Having an online store is one of them. You can work from home and manage your time better. Investigate the market to define the type of store and the products you will offer. • Repair services The last of the business opportunities in Tennessee that we will mention has to do with repairs, especially in technology and computing. You must stay updated to offer these services. The demand is high and includes companies and individuals.
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Those who visit Don Pancho Mexican Restaurant feel at home, thanks to the cordial treatment of all employees. Its owner, Francisco Javier Jiménez, tells us what the key to success has been for this family business to endure for 16 years. Hispanos Emprendedores ““Where there’s a will, there’s a way”. With this phrase, Francisco Javier Jiménez summarizes his philosophy of life, that led him to manage one of the best Mexican food restaurants in Clarksville. It’s not a subjective opinion. Don Pancho Mexican Restaurant has received several awards placing it in first place in its category, in addition to receiving awards for preparing the most delicious margaritas for 16 years in a row.
Francisco, or “Pancho” - as he is affectionately called by his clients, came to the United States in 1986 with the wish to realize the muchdesired American dream. His first job was as a gardener, and then he worked in a club in Los Angeles; afterward, he moved to Kansas where he began to discover that cooking was his true passion. Thus, little by little he gained experience until the opening in 2002 the place that today is the meeting point for the Hispanic community of Clarksville. The restaurant is located at 2365 Madison Street. It is spacious and colorful, with garlands on the ceiling and dozens of paintings on its walls, among which the awards, famous personalities, and acknowledgments are highlighted. Latin music is always playing, especially Mexican music; but what brings the environment to life is the cordial and warm treatment from of all its workers.
This is precisely the magic recipe that has made the Don Pancho Restaurant a success in the last 16 years. “As long as you have the customer happy and make them feel like family everything will always come out perfect.”
something that Pancho knew how to take advantage of. “All you have to do is keep your personality, your temperament, and enthusiasm.”
His experiences as an immigrant, as a person, and as an entrepreneur taught him not to falter in the face of The diner’s good comments have adversity, to keep his eye on the goal been reflected in several Internet to develop a project with creative portals. “I’ve been to almost every ideas, maintaining authenticity. Mexican restaurant in town and Don Pancho is the best place to What better evidence that all effort eat if you’re looking for a dish and sacrifice is worthwhile? Today, at of delicious Mexican food. The 51 years old, Pancho has a business director is always smiling and with which to support his family, almost always greets you at the far from his beloved Mexico, but door, on most days. Thank you, surrounded by the affection of the Don Pancho, for the wonderful community and convinced that we food! “ can achieve anything we set our minds to. Results of the effort Mexican food is the third most popular dish in the United States and there are more than 36.2 million people of Mexican origin in the country. Entering this market is not easy from a commercial and competitive standpoint, but there is
“You yourself are your own barrier. Don’t put up barriers, on the contrary, move forward. Follow your dream, don’t give up. Remember that you can fall, but you can get up and never take a step back, always step forward.”
Hispanos Emprendedores Connectivity has generated changes in the way we consume information. At Hispanos Emprendedores, we know that this has a direct effect on how to reach the target client. That is why we want you to know how the Hispanic community uses digital and traditional media.
Hispanics lead the use of mobile One of the most obvious changes that we have witnessed
in recent years is the increased use of mobile devices; especially the smartphone. They are present at almost all times of our life and the trend is that it will remain that way for a long time. The popularity of mobile devices has impacted our way of doing business, promoting companies and brands, as well as capturing leads. Within digital marketing strategies, mobile marketing has become more relevant.
This is possible due to the simple fact that there are more and more users of these devices. According to studies conducted by the Pew Center, 95% of Americans own a cell phone of some kind, and 77% have a smartphone. Given the possibility of surfing the Internet from mobile devices, there are those who have exchanged traditional media for these. Hispanics are an example of this. According to the Global Web Index, the Spanish-speaking community is leading the way towards mobile. In the study on the
media consumption habits of Hispanics in the US, they found that this community surfs 3 hours a day from their cell phone. This is more than an hour of what non-Hispanics consume on the Internet from these devices. In total, non-Hispanics spend 1 hour and 55 minutes surfing from their smartphone.
How does the Hispanic community use digital and traditional media
How do Hispanics spend their time when surfing the Internet from their smartphone? • 73% watch videos on the Internet. • 69% use it to watch TV shows. • 51% make video calls from their cell phone. • 29% watch subscription television.
Ninety-six percent of Hispanics in the United States have a smartphone. A percentage that is above nonHispanic owners of that same device, Preferences regarding what the reaching 88%. three subcategories of Hispanics see and hear varies from one to The trend is inverse when the the other. For example, bilinguals study refers to the use of desktop and those who give priority to computers. Ninety-two percent of English prefer television and non-Hispanics use a PC more, while movie services by subscription. only 79% of Hispanics - in general - While those who prefer to speak own a computer. Spanish are inclined to live television. It should be noted that the Global Netflix is the most popular service Web Index divides Hispanics into in all groups, especially among three subcategories: those who bilinguals. give priority to speaking Spanish, In terms of music transmission bilinguals, and those who prioritize services, bilinguals-once againEnglish. are the ones who use them the most. And their favorite channel The three groups claim that the is Spotify. cell phone is the most important device to surf the Internet. However, it is those who give priority to What’s going on with Spanish who use it most. As they traditional media give more importance to English, Although Hispanics prefer to the importance they give to these use their mobile phone to surf, devices is less. this does not mean that they
altogether. In fact, most of them watch television, listen to the radio or read newspapers written in Spanish. This means that it is possible to reach the community through these means. Although, if you target a Hispanic client, who prefers to speak English, then it will be more effective to send the message through your mobile. With this information, you can start to raise your marketing strategy or redesign the one you already have. Figure out who your ideal client is and identify where they are in the subcategories in order to get to reach him. But, undoubtedly you will need to have a presence in digital media. These are the ones that Hispanics consume more of. Promote your business in subscription services, have a blog or a website, advertise in digital magazines ... Are you not have abandoned the traditional sure how to go about it? Hispanos means of consuming information Emprendedores is an option, contact us.
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Hispanos Emprendedores
Do you know where your customers are and how to convince them to buy more? Hispanos Emprendedores presents a list of strategies to increase sales in your business. These actions will help you not lose the company’s vision and some only require a small budget. It is important to incentivize the client to make the business work
with generating permanent sales. If you have asked yourself “how do I improve my business”, Soyvendedor.com states that you should concentrate on four points, these are: attracting customers, increasing sales per customer, creating new products and increasing what each client spends. The goal is to sell more, to be capable of revamping the business and have a solid foundation to be able to adapt and survive in times of crisis.
There are entrepreneurs who think that promoting their business is a waste of time. Some have managed to stay in the market because they have little competition. But, what would happen if a new business arrives, with a different and improved vision? Most likely, the customers will leave and go with this new option. Promotions are just one of the sales strategies that can be used to attract customers. If you want to have a 10 strategies to increase successful business in Tennessee sales in your business you must have a vision, be competitive and concern yourself Take note of these ideas to increase sales in a store or in any type of
business of which you are in charge. They include basic actions, such as, knowing your ideal client and attracting prospects on an ongoing basis. 1. Define the main product and the complementary ones What products or services do you sell in your business? Do you limit yourself to a specific one or do you try to sell everything at the same time? In either case, you may be making a mistake that is costing you sales. Increase your sales by defining the main product or “star”. But, do not limit yourself to this one; offer addons that will help you increase the sales amount of each customer, per
5. Design a business management model Another_mistake_some entrepreneurs make is to work without a management plan. 2. Have a plan to systematically Consequently, each member attract prospects of the organization works their Knowing your ideal client is own way. The solution is to set essential to succeed in any business. objectives and a clear path to However, they will not show up on achieve them. Everyone involved their own, you must find a way to in the business must know the attract them. Create a plan to reach model that is being followed. your prospects. Figure out where they are and make sure you are in 6. Update products or services the same place. You must innovate and adapt to Stay close to them, attend the changes. Markets are dynamic, and events that interest your target your company must be also. You audience and update yourself to can update your product’s image keep abreast of trends. or add new features to the service you offer. Even giving your location 3. Apply digital marketing a new image can work. strategies Today, it is necessary to be on the 7. Offers customers Internet, no matter the size of your complementary products business. Clients browse the web In marketing, it is called crossall the time, they look for product selling. When a customer purchases information and look up other a product, offer another that is opinions. related to the first. You will have That is why it is important that you more opportunities to increase your have a digital marketing strategy. sales. Instruct all your salespeople Have your own website, or blog, to familiarize themselves with the and participate in the social complementary products they will networks where your clients are. offer in each case. Manage your brand and manage the reputation of your business. purchase. In addition, it will keep them coming back to your business whenever they need a product related to the main one.
4. Seek business allies It is a very valuable strategy. Work together with other businesses to help each other. By working together, you can promote yourselves more and reach new customers. They do not need to belong to the same market; if your customers share something in common you can create an alliance, recommend each other and have offers together.
8. Make customers find you on the map It is related to digital marketing and is known as local SEO. If you have a physical business, it should appear on maps and Internet directories. The reason for this is because potential clients use them as a source of information. Register your business on Google Maps. 9. Take care of your store front’s appearance Your action plan to increase sales should include a clean, orderly place in which the client feels at ease. It must be comfortable, have a good distribution of the products and adequate lighting. All this must be accompanied by excellent customer service. 10. Surprise them with a small gift Offer a small gift to customers when they make a purchase. Surprise them with a simple gift and make them feel special. It can be a discount on the next purchase, a special offer or a sample of a new product.
We can’t start this editorial withou thanking all our readers, friends and entrepreneurs who have supported us until now, helping Hispanos Emprendedores keep growing. This magazine has been such a success that it was nominated in its second year to THE BEST OF CLARKSVILLE; a nomination that fills us with pride. For us to be considered for these awards, where the winners are chosen by the residents of the city, gives us strength to continue fighting and working to always represent our Hispanic community in the best way. These are difficult times where many battles must be overcome, but we are confident that with hard work and effort we will achieve our goals, and always thanking God for all that he has let us achieve so far. Thank you, Hispanics ...
