The Global Marketing Show, hosted by Wendy Pease at Rapport International, helps growth-minded marketers expand into international markets and boost multilingual lead generation and revenue. Each episode features experts from industries like medical devices, industrial manufacturing, consumer brands, government, and education sharing real-world lessons on how to go global the right way. Discover actionable strategies for translation, localization, transcreation, and cultural adaptation, plus insights on the technologies, workflows, and quality standards that drive global marketing success. Whether you manage global campaigns, oversee multilingual content, or lead international sales, this podcast is your guide to building a brand that connects across languages and cultures.
Episodes
Wednesday Feb 22, 2023
Wednesday Feb 22, 2023
Jorge Sanchez is President and CEO of San Antonio-based Thor Energy, which develops and finances energy-efficient projects throughout Mexico and South America.
Sanchez tells the fascinating story of how a start in his family’s business turned into Thor Energy, and how simply listening – to your customers, yourself, your children – holds the key to differentiating yourself from the competition.
From the start, Sanchez listened to customers’ specific needs and found a foothold selling locomotive parts to Mexican businesses. Leveraging the common language, Sanchez quickly expanded into South America, and listened when businesses in the marine and oil and gas industries – both of which utilize the same parts as the auto industry – asked for his services as well. At every turn, says Sanchez, listening to customers and their needs catapulted Thor over their competitors.
The move from oil and gas and fossil fuels to renewable energy occurred when Sanchez’s daughter presented a school project on renewable energy; it was the moment he recognized not only the opportunity, but also an immediate need, to pivot in that direction.
Sanchez seamlessly transitioned the company into a service that recognizes a problem, identifies the technology to solve it, then finds funding for the partnership. In this instance, he explains, Thor quickly overtook the competition by adding the financing piece. Even large, State-run companies throughout South America often lack the financing up front to address pressing issues in the Amazon, he explains. Thor Energy can simultaneously find the partners and technology for a solution and conduct a visibility study to secure the financing to push projects forward.
Culturally, each country is its own entity, says Sanchez. To help bridge the gaps, pay attention to “country briefings” from the US Department of Commerce and utilize the services of the US Commercial Service and your local District Export Councils (DECs), both of which will open doors to the whole world.
Links:
United States Commercial Services - https://www.trade.gov/let-our-experts-help-0
National Association of District Export Councils - https://www.usaexporter.org/
The International Trade Administration’s Country Commercial Guides - https://www.trade.gov/ccg-landing-page
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Jorge –
https://www.linkedin.com/in/jorge-g-sanchez-3151950/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
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