Selling to Latinos

Selling to Latinos
Guy Brighton
  • 14 february 2006

Juan Guillermo Tornoe points to a new book gives the sales professional in-depth cultural understanding and ethnic awareness for working with the rapidly growing population of Latinos in the U.S. Dr. Erlich effectively explains how to differentiate generations of Hispanics by their connection to their culture and, in doing so, clarifies how, and whyHispanic culture has shaped the prospect’s approach to a sales transaction.

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