LATAM Sales Playbook

REGIONAL OVERVIEW

LATAM Market Dynamics

LATAM MARKET OVERVIEW

KEY MARKETS:
Brazil: Largest market, Portuguese-speaking
Mexico: Growing market, US proximity
Chile: Stable economy, tech-forward
Colombia: Emerging opportunity

ECONOMIC CONSIDERATIONS:
☐ Currency volatility
☐ Economic cycle variability
☐ Budget cycles (government)
☐ Payment collection challenges

CULTURAL DYNAMICS:
☐ Relationship-driven business
☐ Personal connections matter
☐ Flexibility expected
☐ Time orientation different

OPERATIONAL CHALLENGES:
☐ Tax complexity (especially Brazil)
☐ Import regulations
☐ Payment methods
☐ Bank transfer preferences

LATAM Market Matrix

Market	TAM	Complexity	Currency Risk	Priority
Brazil	Large	Very High	High	High
Mexico	Large	Medium	Medium	High
Chile	Small	Low	Low	Medium
Colombia	Small	Medium	Medium	Medium

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SALES APPROACH

LATAM Selling Differences

LATAM SALES APPROACH

RELATIONSHIP BUILDING:
☐ Personal relationship critical
☐ Face-to-face meetings valued
☐ Social interactions important
☐ Trust before transaction

DECISION-MAKING:
☐ Top-down decisions common
☐ Executive access important
☐ Procurement formal (larger deals)
☐ Budget timing matters

COMMUNICATION:
☐ Spanish/Portuguese preferred
☐ Warm communication style
☐ Follow-up important
☐ Patience required

PRICING DYNAMICS:
☐ Price sensitivity higher
☐ Local currency preferred
☐ Payment terms flexibility
☐ Competitive on price

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COUNTRY-SPECIFIC INSIGHTS

Country Playbook Summary

COUNTRY-SPECIFIC GUIDANCE

BRAZIL:
☐ Largest LATAM opportunity
☐ Portuguese required
☐ Complex tax (ICMS, ISS, PIS, COFINS)
☐ Local entity often needed
☐ São Paulo concentrated

MEXICO:
☐ Growing tech market
☐ Spanish language
☐ US time zone proximity
☐ CDMX + Monterrey focus

CHILE:
☐ Most stable economy
☐ Spanish language
☐ Strong tech adoption
☐ Good testing market

COLOMBIA:
☐ Emerging market
☐ Spanish language
☐ Growing middle class
☐ Medellín tech hub

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