This document provides information on how to successfully sell training and development (T&D) products in Latin American countries. It begins with an introduction to the speakers and learning objectives. The document then discusses cultural differences between key Latin American countries like Brazil, Argentina, Chile and Uruguay that are important to understand when conducting business there. It provides tips on how to adapt negotiations and business models to be effective in Latin America, emphasizing the importance of relationships, adapting to local needs, and checking cultural norms country by country. Overall, the document stresses the need to understand Latin American culture and business practices to succeed in these markets.

1. HOW TO SELL T&D IN LATIN
AMERICAN COUNTRIES
Session Number: SU414
Speakers:
Vilhena, João – vilhena@institutomvc.com.br
Costacurta, Luiz – costacurta@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 T&D products in Latin American
countries.
1

2. SPEAKER’S 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@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@institutomvc.com.br
2

3. HOW TO SELL T&D IN LATIN
AMERICAN COUNTRIES
Developing countries constitute an
important market.
Latin America offers excellent business
opportunities for the training and
development industry.
3

4. 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.
Let’s see how much you know about the
culture and habits of important countries
in LA (Brazil, Argentina, Chile, Uruguay).
4

5. WHO’S WHO?
 Feijoada
 Barbecue
 Wine
 Has the smallest population
 Speeks portuguese
 Salmon
 Tango
 Cattle
 Capital is Buenos Aires
 Capital is Montevideo
 Biggest GDP in Latin America
 Capital is Santiago
 Higher Educational Level
 Very influenced by American
Culture
 Exports goods, not services
 Capital is Brasília
 Football idol is Maradona
 Agricultural economy
 Exports goods & services
 Gambling in Punta del Leste
5

6. WHAT DO YOU KNOW ABOUT
Brazil
Argentina
Chile
Uruguay
6

7. WHAT DO YOU KNOW ABOUT
Brazil
Argentina
Chile
Uruguay
Feijoada
Barbecue
Wine
Has the smallest
population
Speeks portuguese
Tango
Salmon
Cattle
Biggest GDP in Latin
America
Higher Educational
Level
Very influenced by
American Culture
Gambling in Punta del
Leste
Capital is Brasília
Capital is Buenos
Aires
Capital is Santiago
Capital is Montevideu
Exports goods &
services
Football idol is
Maradona
Exports goods, not
services
Agricultural economy
7

8. ARGENTINA, BRAZIL, CHILE
AND URUGUAY
Countries Argentina
Geographic
Area
Population
(2006)
Currency:
Rate
Brazil
Chile
Uruguay
2.780.092
Km²
8.514.205
Km²
756.626
Km²
176.215
Km²
39,1 Million
189,9 Million
16,5 Million
3,5 Million
US$ 1: 3,12
US$ 1: 2,06
US$ 1: 538,00
US$ 1: 24,20
US$ 153
billion
US$ 604
billion
94,1 billion
US$ 13,2
billion
17,9 million
89,9 million
6,4 million
1,7 million
(March / 2007)
GDP
(2004)
Work Force
(2004)
8

9. HOW NEGOTIATIONS WORK IN
LATIN AMERICA
1. Pace of Negotiation
Slow
2. Negotiation Strategies
Opening Offers vis-à-vis
Settlement
Moderate initial demands
Presentation of Issues
One at a time
Presentations
Informal
Dealing With Differences
Argumentative, whether right or wrong;
passionate
Concessions
Slow
9

10. HOW NEGOTIATIONS WORK IN
LATIN AMERICA
3. Emphasis on Personal
Relationships
High
4. Emotional Aspects
Sensitivity
Valued
Emotional degree
Passionate
10

11. HOW NEGOTIATIONS WORK IN
LATIN AMERICA
5. Decision Making
Overall Method
Impulsive, spontaneous
Emphasize
Concepts
Emphasis on Group / Team
Low: Decisions from top person
Emphasis on Face-Saving
Extreme
Influence of Special Interests on
Decision Maker(s)
Expected, condoned
11

12. HOW NEGOTIATIONS WORK IN
LATIN AMERICA
6. Contractual and Administrative Factors
Need for Agent(s)
Average
Degree of Contract Specificity
Moderate
Degree of Paperwork / Bureaucracy
Moderate
Need for Agenda (s)
Low
Acuff, Frank L., Ed. Amacon, 2nd Ed, New York: Amacon.
12

13. STATEMENTS
PAUL DINSMORE
Brazilian Consultant
DINSMORE CONSULTING
13

14. 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.
14

15. SALES FIRST RULE
You must know the market.
15

16. 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.
16

17. 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.
Don’t 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.
Don’t make the mistake of assuming as anger the passion with
which Brazilians may argue their points.
17

18. 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.
Don’t 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.
18

19. 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.
19

20. SALES SECOND RULE
You must know the people.
20

21. What Americans
Think of Brazil
21

22. WHAT AMERICANS THINK
OF BRAZIL
39% think that Brazilians speak Spanish
23% believe that Buenos Aires is the capital of Brazil
They believe that today’s 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
22
IDB Research

23. OUR PEOPLE HAVE THEIR OWN
ANTHROPOLOGY
Vices
Vices
Work is punishment
Theories don’t 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
Virtues
Virtues
Happiness
Flexibility
Solidarity
Easily motivated
Creativity
Hope in the future
Clear past
Friendly, receptive
Continue mobilizing
23

24. SALES THIRD RULE
You must adapt your
negotiation model to the LA
standards.
24

25. BUSINESS ORIENTATIONS
North American
North American
Latin American
Latin American
Long Term
“Shorter” Long Term
Positive Conflict
Afraid of Conflicts
Idea Conflicts
Personal Conflicts
Priority to Diversity
Low Priority to Diversity
Human Tech
Human Touch
Research
Intuition
Education is Work
Education is not Work
Motivated by values
Motivated by (selfishness)
Meritocracy
Paternalism
More Inflexibility
More
Creativity
High Creativity
Mind
Heart
25

26. 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
26

27. STATEMENTS
MONICA DELGADO
International Executive
ABN AMRO BANK
27

28. 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 T&D.
28

29. ADDITIONAL DATA
Emails:
costacurta@institutomvc.com.br
vilhena@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).
29

30. THANK YOU
See you in BRAZIL
30