Clinical Psychologist, Renowned Author, and Motivational Speaker

About Selling to Latinos


Latinos represent one of the fastest growing segments of the U.S. population. Consider some recent statistics drawn from the 2011 U.S. Census:

  • Nearly a quarter of all births in the U.S. in 2010 were to Latino women.
  • Almost 52 million Latinos lived in the nation in 2011, representing 17% of the population. This is an increase of 48% from 2000.
  • The number of Latinos living in the U.S. is forecast to reach 128.8 million – or approximately 31% of the population – by 2060.

The Latino market in this country is sizable and growing rapidly. But because they lack the cultural understanding and ethnic awareness to successfully work with this diverse population, many businesses find it difficult or impossible to sell their products and services to Latino customers.

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. Readers will come away with invaluable insights about:

  • How cultural values can influence the Latino customer’s approach to a sales transaction
  • How salespeople can avoid the most common mistakes when calling on Latino customers
  • The specific sales techniques required to attract and retain Latino customers
  • How to manage the sales process from initial qualification though closing.

Chapter-by-Chapter Listing

Chapter 1: The ObjectivesChapter 9:  Norms and Values
Chapter 2:  NomenclatureChapter 10: Matrix of Cultures
Chapter 3:  Key StatisticsChapter 11: Agents of the Possibilities
Chapter 4:  Role of CultureChapter 12: Concerns and Assumptions
Chapter 5:  StereotypingChapter 13: Mental Preparations
Chapter 6:  Valid AssumptionsChapter 14: Marketing
Chapter 7:  The Language BarrierChapter 15: Mistakes
Chapter 8:  ProverbsChapter 16:  The Transaction