ASTD

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HOW TO SELL TD IN LATIN AMERICAN COUNTRIES

• Session Number SU414
• Speakers
• Vilhena, João vilhena_at_institutomvc.com.br
• Costacurta, Luiz costacurta_at_institutomvc.com.br
  
• Web www.institutomvc.com.br
• Learning Objectives
• Develop a business plan guided by a model of
  identification of opportunities in Latin American
  markets
• Increase your success in marketing TD products
  in Latin American countries.

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SPEAKERS PROFILE

• JOÃO BAPTISTA VILHENA V P of the Instituto
  MVC, a Brazilian consulting company. Twenty three
  years of professional experience in the areas of
  Management, Marketing, Negotiation, Sales
  Distribution. Author of 5 books. Speaker of ASTD
  Ibero American Forum. vilhena_at_institutomvc.com.br

LUIZ AUGUSTO COSTACURTA JUNQUEIRA V P of the
Instituto MVC, a Brazilian consulting company. A
Management Education Consultant with twenty nine
years of experience. The Brazilian pioneer in
Management Negotiation . Author of 8
books. costacurta_at_institutomvc.com.br
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HOW TO SELL TD IN LATIN AMERICAN COUNTRIES

• Developing countries constitute an important
  market.
• Latin America offers excellent business
  opportunities for the training and development
  industry.

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THE BIGGEST CHALLENGE

• The biggest challenge to anyone who wishes to
  conduct business in LA is to understand the needs
  and cultural diversities of these countries.
• Lets see how much you know about the culture
  and habits of important countries in LA (Brazil,
  Argentina, Chile, Uruguay).

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WHOS WHO?
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WHAT DO YOU KNOW ABOUT
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WHAT DO YOU KNOW ABOUT
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ARGENTINA, BRAZIL, CHILE AND URUGUAY
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HOW NEGOTIATIONS WORK IN LATIN AMERICA
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HOW NEGOTIATIONS WORK IN LATIN AMERICA
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HOW NEGOTIATIONS WORK IN LATIN AMERICA
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HOW NEGOTIATIONS WORK IN LATIN AMERICA
Acuff, Frank L., Ed. Amacon, 2nd Ed, New York
Amacon.
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STATEMENTS

• PAUL DINSMORE
• Brazilian Consultant
• DINSMORE CONSULTING

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BIGGEST MISTAKES

• One of the biggest mistakes you make when
  dealing in LA is to offer products that have been
  successful in the United States, Europe, or Asia.
  
• To achieve success it is necessary to adjust the
  offer to the specific needs of each country.

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SALES FIRST RULE

• You must know the market.

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ARGENTINA

• Greet individually each person present, not the
  group as a whole.
• Argentineans appreciate compliments about their
  children and the food and like to talk of the
  beauty of local parks and gardens.
• Maintain eye contact during conversation as you
  would in the United States.
• Avoid comparisons with the United States.
  Argentineans are proud and often view Brazilians,
  Americans and other people as uncultured.
• Nurture the relationship with your counterpart.
  Argentineans are very social and friendship plays
  a key role in the negotiating process.
• Vegetarians have a hard time there. Argentineans
  lead the world in per capita beef consumption.
• Argentineans are proud, educated, sophisticated
  and strongly identify themselves with European
  traditions. Many believe that Buenos Aires is the
  cultural counterpart of Paris.

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BRAZIL

• When greeting, good friends often embrace. Women
  usually kiss each other on the cheeks.
• Try to get comfortable with physical distance
  in Brazil than in the United States. It may be
  that your counterpart is only a foot far from you
  if you are talking standing up.
• Dont refer to Brazilians as Latin or South
  Americans Brazilians consider themselves
  independent from (the) rest of South America.
  Avoid talking about Argentina.
• Avoid using the American okay sign, with the
  thumb and index finger forming a circle. It is
  considered a very obscene gesture in Brazil.
• Negotiators generally move at a faster pace in
  São Paulo than in Rio.
• Dont make the mistake of assuming as anger the
  passion with which Brazilians may argue their
  points.

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CHILE

• Chileans appreciate compliments about their
  children and the food, and like to talk about the
  beauty of local parks and gardens.
• Although your counterpart may speak English, give
  serious consideration to learning Spanish.
  Chileans are very proud, and any effort to learn
  Spanish at a minimum, or even a few phrases will
  be appreciated.
• Maintain eye contact during conversation as you
  would in the United States.
• Nurture the relationship with your counterpart.
  Chileans are very social, and friendship plays a
  key role in the negotiating process.
• Dont make the mistake of assuming as anger the
  passion with which Chileans may argue their
  points.
• There is less machismo in Chile than in Mexico.
  Chilean women often hold professional jobs in
  education, medicine, and journalism and are
  sometimes owners of small business. Chilean women
  are slowly starting to attain managerial
  positions.

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URUGUAY

• Make prior appointments and be punctual, though
  your counterpart may arrive up to thirty minutes
  late without being inappropriate. Avoid any
  behavior that might be construed as a personal
  criticism of your counterpart.
• Avoid discussing politics or religion.
• Engage in general conversation before getting
  down to business.
• There is less machismo in Uruguay than in Mexico.
  Uruguayan women often hold professional jobs in
  education, medicine, and journalism and are
  sometimes owners of small business. Uruguayan
  women are slowly starting to attain managerial
  positions.

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SALES SECOND RULE

• You must know the people.

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What Americans Think of Brazil
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WHAT AMERICANS THINK OF BRAZIL

• 39 think that Brazilians speak Spanish
• 23 believe that Buenos Aires is the capital of
  Brazil
• They believe that todays economic situation in
  Brazil is better than 10 years ago
• Brazil is an important commercial partner and it
  has one of the best investment rate
• It has a modern industry
• They believe that Brazil is on the right path
• And they say American companies should trust
  their investments to Brazil

IDB Research
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OUR PEOPLE HAVE THEIR OWNANTHROPOLOGY
Vices
Virtues

• Work is punishment
• Theories dont hold true in practice
• Paternalism
• Like to get an advantage in everything
• Short-term vision
• Fear of conflicts
• Personal relationships are more important than
  professional

• Happiness
• Flexibility
• Solidarity
• Easily motivated
• Creativity
• Hope in the future
• Clear past
• Friendly, receptive
• Continue mobilizing

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SALES THIRD RULE

• You must adapt your negotiation model to the LA
  standards.

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BUSINESS ORIENTATIONS
North American
Latin American

• Long Term
• Positive Conflict
• Idea Conflicts
• Priority to Diversity
• Human Tech
• Research
• Education is Work
• Motivated by values
• Meritocracy
• More Inflexibility
• Creativity
• Mind

• Shorter Long Term
• Afraid of Conflicts
• Personal Conflicts
• Low Priority to Diversity
• Human Touch
• Intuition
• Education is not Work
• Motivated by (selfishness)
• Paternalism
• More
• High Creativity
• Heart

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SALES FOURTH RULE

• You must have a check list before travelling
• Try to build up a benchmark
• Establish social relationships prior to any
  business endeavor
• You must know who is the top decision maker
• Offer something that effectively meets what your
  client is needing
• Try to exhibit a trustworthy generating behavior
• Be sure to be in condition to deliver whatever
  you sold within the agreed lead time

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STATEMENTS
MONICA DELGADO International Executive ABN AMRO
BANK
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LAST TIPS

• If you want to get rich fast try (to) play
  soccer
• If you want know a handsome man or a nice woman
  go to Brazil
• If you want to dance - go to Buenos Aires and
  dance the tango
• If you want a very good wine go to Chile
• If you like millionaires go to Punta del Leste
• And if you want to earn money, come to LA and
  sell TD.

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ADDITIONAL DATA

• Emails
• costacurta_at_institutomvc.com.br
• vilhena_at_institutomvc.com.br
• Websites
• www.institutomvc.com.br
• www.worldbank.org
• www.brazilcham.com
• www.infoplease.com
• Bibliography
• Acuff, Frank L., Ed. Amacon, 2nd Ed, New York
  Amacon (also available in Chinese and
  Portuguese).

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THANK YOU

• See you in BRAZIL