After more than fifteen years selling to Latin American markets, including five years living in Canada, I got frustrated by what I saw was a lack of understanding between these two markets. The full potential for trade between Canada and Latin America was not being realized.
The reason? Selling to a foreign market is not just about translating words or language — it’s about translating culture: business attitudes, customs, ways of thinking. In order to grow your market, you have to be willing to think like your client.
