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Of course, your firm should have a Spanish-speaker. More than 50 million Americans and potential clients speak Spanish.
And it's no wonder, given that most of the Southwest used to belong to Mexico. It is a wonder, however, that most lawyers do not correctly pronounce "Los Angeles."
It's about demographics. If you are practicing in Small Town, U.S.A, that's one thing. But if your firm is based in major metropolitan cities like New York, Los Angeles, Houston, Chicago, or San Diego, then you better habla Espanol.
In some cities, like Santa Ana -- the heart of Orange County, California -- more people speak Spanish than English. And if you didn't know, some immigrant communities prefer to pay in cash.
That's because of cultural dynamics, like extended families who pool resources to help each other out. That $5,000 retainer will be paid in dollars, not pesos.
If you don't have a Spanish-speaking receptionist, however, those potential clients may take that money elsewhere.
Profits aside, lawyers are in the service business. We want to help our Spanish-speakers, right?
Who are we kidding? Hiring Spanish-speaking staff is about marketing, but you can't serve clients well if you don't speak their language.
At a minimum, a law firm needs bilingual phone service for intake. Translation services and virtual receptionists can help.
Ruby Receptionists, for example, offers remote receptionists who answer calls in English or Spanish.
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