Southwestern Dealers Go EsPafiol

(Continued from page 16) ing," Learned says. "They are not the ultimate purchaser of products, however."

Although he adds that "Spanish speakers will have an increasing effect on our business."

Dealers reported that on average, about one quarter (23Vo) of their staff had the ability to help Spanish-speaking customers. The level of language ability ranged from part-time student workers with high school Spanish skills to completely fluent employees.

Ten percent of Modesto, C.-based American Lumber Co.'s sales staff speaks Spanish along with 2OVo of its yard staff, according to John Mensinger.

"It's clear that the percentage of Hispanics in the California population is likely to increase," notes Mensinger, although he adds that assimilation may temper this trend.

"We endeavor to keep some Spanish-speaking staff available, but we don't specifically hire for this skill," says Michael Paul, Tri-State Building Materials, Bullhead City, Az.

Main Building Materials has a

I 007o Spanish-speaking staff, according to store mgr. Belinda AlarconLian.

A few yards surveyed, however, had not been impacted by the rise of Spanish speaking customers across the region, estimating their current customer base at less than l7o.

Fred Hall, Pine Grove Hardware, Pine Grove, Ca., says that Spanish speakers have had a "minimal impact" on his business because of an absence of Spanish speaking people in nearby communities.

Weed Building Supply, Weed, Ca., was also not in the majority of dealers surveyed, describing their percentage of Spanish speaking customers as "insignificant."

Despite low percentages of Spanish customers for some yards now, demographic realities and the nature of the building industry in the Southwest has convinced many companies to begin catering to this emerging customer base.

Hacienda Home Centers' Whitman says the chain has made customer service a top priority, adding, "Our staff will stick with a Spanish-speaking customer until they are satisfied with finding everything they can at our store."

Whitman also points out that "New Mexico is over 507o Hispanic, and we feel service is what brings all our customers back."

Alarcon-Lian at Main Building Materials agrees that customer service is the key, saying, "Spanish-speaking people tend to be more customer service orientated, which we cater to very well."

In addition to adding bilingual employees, 527o of dealers stated that they now have some kind of bilingual information in their stores, such as signs, literature, product labels and safety information.

Tri-State Building Materials' Michael Paul says, "We have some bilingual literature and many of our products are bilingually labeled."

John Saunders, Economy Lumber Co., Campbell, Ca., notes that his store carries "a lot of literature printed in both English and Spanish."

In an effort to reach out to Spanish-speaking customers, many lumber yards have been turning to Spanish media outlets to get their message out.

Mary Cunningham, Circle Hardware & Lumber Co., Waco, Tx., says the company makes an effort to specifically target Spanish speakers.

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"We advertise in a weekly Spanish publication and have had customers come from as far away as 45 miles to shop with us," she says.

American Lumber's Mensinser says that "some years ago when -we were advertising on cable tv, we had Spanish language advertisements on the Spanish language channels."

Although in a region as geographically and demographically diverse as the Southwest, the future impact of Spanish-speaking customers will vary from yard to yard, Jim Ivy, Wallace Lumber Co., Post, Tx., summed up the feelings of many by saying, "the best is yet to come."