Selling 9th Edition by Stephen Castleberry,John Tanner

تمرين 5

Joel Winnes is a sales rep for Case IH Agricultural, a global leader in agricultural equipment. Headquartered in the United States, Case IH has a vast network of more than 4,900 dealers and distributors that operates in over 160 countries. Case IH sells tractors, planting and seeding equipment, application and harvesting equipment, skid steers, attachments, and other farming-related equipment.
Joel, who grew up in central Minnesota and who has been selling for Case IH in northern Iowa for the past three years, was just transferred to the Case IH office in Mexico City. Joel has never lived or worked in Mexico before and is thinking about what changes he might need to make as he works with farmers in that country.
Investigate the culture of Mexico in more detail by viewing Web pages and reading articles about how business salespeople can best sell there. Briefly summarize four key findings.