Selling Latinos.

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 why Hispanic culture has shaped the prospect’s approach to a sales transaction. Stressing the fact that you don’t necessarily need to speak the language to understand the culture, the author gives example after example of how to make the customer comfortable in any sales setting.

Andrew Erlich, Ph.D. has been involved in speaking, organizational development, research, motivational analysis and training since 1979 when he founded Erlich Transcultural Consultants (ETC). Dr. Erlich designs and conducts keynotes and training sessions that can be presented in both English and Spanish.