Growing up in the border city of El Paso, Andy spoke Spanish as proficiently as English. This bilingual fluency opened many doors for him professionally and sparked a lifelong interest in multiculturalism.
Over the ensuing years, Andy conducted extensive research into diverse cultures and earned widespread recognition as an international speaker and consultant with unique expertise in multicultural marketing, sales, customer service and organizational development.
In the early 1990s, one of Andy’s multinational clients asked him to expand upon the cross-cultural analysis and insights that were key components of his highly regarded keynotes and cultural immersion engagements. This inspired Andy to write his first book, Exploring Culture: How to do Business with 17 Cultural and Religious Groups.
Andy with a life-size image of Jake Erlich.
Andy’s first book was so well received, he was called upon to write a second book, Selling to Latinos, which provided a deeper, richer analysis of how professionals can sell their products and services to the most prominent Latino sub-cultures and ethnic communities in the United States.
Andy’s interest in his own roots as the child of Jewish immigrants served as the inspiration for his first novel, The Long Shadows: The Story of Jake Erlich, a bio-fictional account of the extraordinary life of his Uncle Jake, who, at 8 foot 6, was known as the tallest man in the world. The son of immigrant parents, Jacob Reuben Erlich was a lonely and alienated child who overcame crippling shyness, depression, temporary blindness and the physical challenges of a giant’s frame to earn widespread acclaim as a silent film star, circus performer, painter, poet, vaudevillian and much more.
After researching his uncle’s life for a decade, Andy realized that it embodied the themes of personal growth and human differences that had fascinated him throughout his professional life. In 2011, he published The Long Shadows: The Story of Jake Erlich, a true-life novel that is a moving tribute to the life of a truly remarkable man.
Books by Andy Erlich
The Long Shadows: The Story of Jake Erlich is a fascinating true-life novel about the extraordinary life of Jacob Reuben Erlich, who, at 8 foot 6, was known as the tallest man in the world. Best known by his stage name, Jack Earle, he would overcome crippling shyness, depression, temporary blindness and the physical challenges of a giant’s frame to earn widespread acclaim as a silent film star, circus performer, artist, poet, vaudevillian and business executive.
Drawing on ten years of research culled from family lore, newspaper archives, historical documents and the recorded recollections of Jake’s contemporaries, author Dr. Andy Erlich weaves a fascinating bio-fictional account of a remarkable man and the cast of colorful characters who knew him. Along the way, we learn a great deal about courage, character, and one man’s unique perspective on a broad sweep of history that encompassed the Great Depression, the immigrant experience in turn-of-the-century Texas, silent films, life in the circus, the modern art movement and the domestic anti-Semitism that accompanied the run-up to World War II.
This book provides a solid foundation for marketing, sales and customer service professionals to develop an informed perspective about the fastest growing cultural communities in the U.S. Each of the 17 chapters focuses on a particular ethnic group, providing cultural insights in a format that’s condensed, easy to understand and readily actionable. Readers will learn about each community’s demographics, economic status, market trends, religious practices, worldviews, business dos and don’ts and much more. Dr. Andy Erlich provides professionals with relevant information that will prevent them from making the common and often costly mistakes that too often hinder communications and collaboration across cultures.
In his book, Selling to Latinos, Dr. Andy Erlich provides an in-depth exploration of the cultural norms and values that shape the buying decisions of Latino prospects originating from Mexico, Puerto Rico, Central America, Cuba, and the Dominican Republic. Sales professionals will come away with practical insights that will guide them successfully through every step of the sales process, from first call to closing and beyond.