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Israel Shalomoff has made an appointment with a customer in downtown Manhattan. On his way to this meeting, he usually calls in on other dental practices and laboratories. The density of dentists in some of Manhattan’s skyscrapers, where practices are found cheek-to-cheek, is overwhelming. Mr Shalomoff could spend entire days in just one high-rise building.

Day trips vs. long-distance travelTo get to his meetings, Mr Shalomoff usually takes public transport. “If I am out on business using the subway or the bus, I only carry a small bag with me. It would be quite cumbersome to carry a broad array of products with me all day. However, this is completely different when I have appointments in places like Staten Island, the Bronx or Westchester. Then, I rent a car and take more products with me. I have never owned my own car.”

Karenn Jamarillo is faced with a completely dif-ferent situation. From the sales and marketing office in Bogotá, she looks after dealers, dentists and dental technicians in Colombia and all of Latin America. If, for example, she wants to visit a client in Buenos Aires, extensive planning is required. She is often dependent on airplanes as a means of transportation. “I usually fly the night before and sleep on the airplane, that way I have sufficient time for our business clients. The days on these business trips are very long, but also fulfilling. I enjoy getting to know new cultures and figuring out the right way to approach my customers.”

The value of small talk If you want to do business in Latin America, you have to adapt yourself to the country-specific customs and traditions. This means that you

p l a c e s

committed people – a comparison of the lives of two area sales representatives

Karenn Jamarillo, Area Sales Manager of Ivoclar Vivadent Marketing Ltd., Colombia, and Israel Shalomoff, Area Sales Manager of Ivoclar Vivadent Inc., New York, USA, have never met. They are living in two worlds which could not be more different. However, both share the same passion which bridges this great divide.

should know how to start sales negotiations, how to pay due respect to your counterpart and when to get to the heart of the issues. Karenn Jamarillo explains: “When we greet each other, we often ask how the business is going. This opens up the conversation with dentists and dealers and we show them that we are interested in their success. We talk about trends and inno-vations and can then introduce the advantages of our products.”

The days on business trips are very long, but also fulfilling. Karenn Jamarillo

Israel Shalomoff in the subway station

When Karenn Jamarillo (left)

visits her custo-mers, she often

has to travel long distances.

Israel Shalomoff (right) in down-

town Manhattan

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p l a c e s

committed people – a comparison of the lives of two area sales representatives

According to Ms Jamarillo, foreign language skills offer special brownie points. “Many dealers want to know how many languages you speak and whether you are in regular contact with the company’s headquarters. They perceive themselves as world-class dealers and therefore want to be serviced by world-class sales representatives. If you have passed this test, the tone of the conversation changes and the real business matters are discussed. It is not unusual for dealers to ask you for advice on how to suc-cessfully advance their business.”

Foreign language skills open doorsIn the dental practices in New York, the assistants are generally responsible for placing orders. “Most assistants are originally from Latin America or the former Soviet republics. I grew up in Moscow and exercise in a Mexican fit-ness club. My knowledge of Russian and Spanish helps me tremendously to establish a relationship of trust,” says Israel Shalomoff. “Large dental prac-tices often have their own labs, in which they fabricate tooth replacements. They also sell to smaller practices. In business matters, most customers in New York know exactly what they want. In sales talks, they are trying to figure out whether we can do something about the pricing. Of course, this depends mainly on the quantity of products they order.”

PunctualityWhile Israel Shalomoff and his team pay great attention to punctuality, delays of one to two hours are very normal in Latin America. Karenn Jama-rillo has become used to it: “As a sales representative, you have to adjust yourself to this peculiarity and plan your timetable flexibly. This is the only way to close a sale at the end of the day.” Flexibility is one of the most important qualities in her business. Furthermore, Ms Jamarillo attaches great importance to her appearance. “When I meet business clients, I pay particular attention to my appearance. I know how important appearance is for the customer’s first impression. My business outfit varies, depending on the weather.”

The New York Area Sales Manager Israel Shalomoff has had similar experi-ences. In the past, he always dressed in a business suit and tie. Now, how-ever, he has changed his tactics. “I noticed one day that my jacket made a formal impression, compared to the dentists’ scrubs. When I presented products, I would take off my jacket and roll up my sleeves. Despite all precautions, I often ended up with glazing pastes on my shirt and trousers. That is why today I prefer wearing a nice, ironed shirt and a pair of dark trousers, instead of a suit and tie.”

ConclusionIsrael Shalomoff and Karenn Jamarillo have been working for Ivoclar Vivadent for many years. One in New York City and the other in the Colom-bian capital of Bogotá. Even though the cultural differences are vast, both share the same passion for their profession and a deep understanding of the worries and needs of their customers. Only when you know these con-cerns by heart, will the customers receive the best advice on how to make their day-to-day work easier. ●

...most customers know exactly what they want.

Israel Shalomoff

Karenn Jamarillo on her way to the airport.