Loading...

Request a Call $3.33/min

Expert

Menu

Mariano Mendez Senior Leader - Distribution - Sales - Trade MKT

Sao Paulo, Brazil
Global executive with North America and LatAm leadership experience in companies like P&G, Mondelez and Pepsico. Known for aggressively growing sales of consumer brand products in fiercely competitive North American and Latin American retail markets. Transformational P&L leader with a track record of building new startup divisions, turning around underperforming businesses, rapidly growing distribution channels, and accelerating growth and profitability in new, existing, and emerging markets. Equally adept at launching brands in new markets and successfully executing previously failed brand re-launches. Builder and leader of world-class teams with a deep understanding of multi cultural dynamics and the impact on customer buying decisions in…

Areas of Expertise

  • Answers 1
Mariano Mendez, Senior Leader - Distribution - Sales - Trade MKT answered:

The first thing I always recommend after more than 20 years of selling experience in more that 20 countries is... quite simple. This is not about you... your product... its benefits... its features... IT IS ABOUT THEM! The customers, their problems, their organizational structure, their legal requirements.

The era of side by side advertisement showing a soap vs. the next key competitor a long gone. Antecipating needs is only done by hour and hours of observing your potential customers in their normal habitat, in their normal pain. Specially in training many people think in terms of showing what you have to offer... In my point of view you could follow the following order/process:

1- Identify the background that could generate interest of you main potential customer segment (assuming you identified them and quantified them). Generate the need
2- Introduce the idea. If you did point 1) right the idea should be already in your potential customer mind
3- Show the benefits (remember it is about them)
4-Show how it works. Explain with simplicity (low effort high benefit)
5- Close the sale

the startups.com platform

Copyright © 2025 Startups.com. All rights reserved.