If you’ve ever experienced an awkward moment during a business meeting or put your foot in your mouth while talking to a client, read on.

Of course, every client is different. There is no one-size-fits-all etiquette. However, learning more about the Hispanic culture can help you bridge barriers and make for smooth sailing the next time you meet with clients.

Many experts say that the success of small businesses may well be determined in the coming decades by whether they find ways to attract minority consumers. In particular, Hispanic clients are booming in the United States and Utah. According to Jupiter Research, Hispanics comprise the fastest-growing percentage of the nation’s populace; they are also poised to outspend every other ethnic group in the United States by 2008.

While the following etiquette tips may be generalizations, you’ll be better off following them than sticking your foot in your mouth … again:

1. Don’t make the mistake of thinking that all Hispanics are alike.
There’s a tremendous difference between the preferences and buying patterns of Puerto Ricans living in New York, Cubans in Miami, and Mexicans and Central and South Americans living in the Southwestern states.

Sean Reyes, a shareholder at Parsons Behle & Latimer, has spoken on business etiquette and client development. “Don’t be fooled into thinking there is a homogenous, ‘one-size-fits-all’ approach for marketing or understanding the Hispanic demographic. As a group, Hispanics can be as divergent in political views or shopping tendencies as is the general population based on a variety of factors, including: gender, age, educational background and newness to the country.”

While the majority of Hispanics in the United States are of Mexican ancestry, there are numerous South American, Central American and Caribbean Hispanics who are, in some ways, as culturally distinct from each other and Mexican-Americans as they are to the rest of the country, Reyes says.

That said, there are some traits and customs that do seem to carry over into many, if not all, Hispanic cultures.

2. Face time is of the utmost importance.
All clients like to feel they are important. However, with our busy schedules, many of us, as consumers and providers, are willing to sacrifice face time for a quick e-mail or a text message. It’s not impersonal — just efficient, we justify. “For many Hispanics, this is a turn off,” Reyes says. “Hispanic consumers trust those they know and will do business with them loyally. But, for them to get to know you, you’ll have to press the flesh a little. For some of you, this may mean getting out of your comfort zone, if not at least your office.”

Additionally, if you factor in the angst and uncertainty that accompanies many legal Hispanic consumers who, even after years in this country, are insecure about their language skills, a sincere personal touch makes all the difference in the world. Again, there are Hispanic customers who are fully mainstreamed into our world of hyper-paced business and may not care if you remember their kids’ names or shake their hands. “However, for many of them, you become more than just a banker or a lawyer or a storeowner when they select your goods or services; you become part of their more intimate circle of friends and family,” Reyes says.

3. Decisions are often a family affair.
This is a reflection of the communal importance and collectivism over individualism that tends to predominate in Hispanic culture. It can be unsettling or frustrating if you do not understand it. Also, remember that in Hispanic culture, the concept of one’s family extends far beyond the nuclear family to include grandparents, aunts, uncles, cousins, in-laws and even close family friends. Know that it is culturally acceptable, perhaps even expected, that this extended family should have input into, and influence on, the decisions of your client.

“One way this has manifested itself in my legal practice is when a Hispanic client brings several members of their extended family with them to be part of the discussion,” Reyes says. “Some of my law partners have looked on in wonder as our clients bring all of their young children (very typical) and five or six other relatives to a meeting. However, it is important to pay attention to all of these attendees as they may have input into the final decisions of your clients.”

As Carl Kravetz, chair of the Association of Hispanic Advertising Agencies board of directors, has stated, Hispanics “consider first our family needs versus our individual needs,” and this “guides our communication style, how we accept and give authority, our dependent relationships and our relaxed sense of privacy.”

4. Notions of time and space.
Kravetz pointed out this part of the Hispanic identity to Salt Lake City-based businesses last year. In a presentation with Onda R7, he asked: “How often have you encountered a Latino who isn’t quite always on time? Hispanics tend to have longer time horizons, be more present and past oriented, balance many tasks at one time and consider time commitments as more of a goal than real commitments. Hispanics change plans often and easily, care about close friends and relatives more than privacy, are more involved with each other, interact frequently and casually touch each other with ease. These elements are also drastically different from non-Latinos, who tend to be monochromatic, future oriented, have a rigid sense of space and privacy, and be very result oriented.”

5. Get involved with the minority community.
While etiquette tips can help, getting out among the Hispanic community can help you understand and appreciate its identity better. One way to do this is by sponsoring or promoting a cultural event, such as an ethnic festival or holiday celebration honoring the consumers and client you want to reach. This involvement is particularly important because many Hispanic groups attach high value to their local community.

Special thanks to Sean Reyes for assistance help on this article.