The Yousef Esmati store has won over Brazilians and here are 3 reasons why

On January 9th, I hosted friends from Santa Catarina, Brazil, who were on their way from India to Brazil with a stopover in Dubai. With limited time to explore, we opted for a tour of Old Dubai and Dubai Souk (an Arab market). One among many stores we visited stands out: The Yousef Esmati store, which I believe is a real success story. Let me explain why it’s special.

Yousef, an Iranian fluent in Portuguese and six other languages

As a Polyglot Yousef can communicate more effectively with a diverse range of clients, leading conversations more comfortably than competitors who rely on interpreters. This ability to speak directly with clients in their native language creates a sense of kinship and trust.

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Beyond good customer service - Unparalleled hospitality.

Brazilians are known for their friendly and hospitable nature, Yousef welcomes his visitors with a smile, the guy is a real character. Multilingual individuals often have a deeper understanding of different cultural perspectives, allowing them to better adapt their sales approach to various cultural contexts. This enhanced awareness of other people's viewpoints can lead to more successful negotiations and client relationships.

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The Power Of Niche - Enhanced customer engagement

By focusing on a specific group, businesses can create more relevant and engaging content that directly addresses the needs and desires of their target audience. This leads to higher engagement rates and stronger customer relationships.

“I have three stores, but this one is really for Brazilian customers,” said Yousef, highlighting the importance of tourists from Brazil for his business.

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Pro Tip for tourists - It is all about bargaining!

The initial price is always inflated, so don't accept it. Instead, maintain a disinterested expression and ask for a discount. Figuring out the price is part of a good negotiating strategy in the Gulf Arab world, which often involves a bit of drama and theatrics.
When you recognize that Arabs enjoy bargaining, you’ll be able to dance to the rhythm; you’ll show that you understand the game, which may lead to making a new friend.