According to Mr. Villasana, author of "Insider Secrets How to Do Business in Mexico," one key to success in Mexico is that companies need to be aware of the importance of cultural differences. Its not only that Mexicans speak Spanish. They have different ways of looking at work and business.” Companies are often unaware that Mexican business practices are more formal than those in the U.S. This ignorance can limit or destroy a companys chances of success in Mexico by immediately creating a poor impression with prospective Mexican distributors or business associates.

Villasana advises knowing the essential protocols of Mexican business. Use titles in all correspondence and communication,” he says. Unlike in the U.S., Mexican professionals do not use first names. This informality shows disrespect toward the Mexican professional.” Companies can correspond in English, but for strong long term relations, then more Spanish is necessary in marketing, product and service materials. He went on to explain the importance of having someone available at the home office who can answer questions in Spanish. Companies dont have to become bilingual and bicultural overnight, but knowledge of a few key areas of how business is done in Mexico will make business associates and distributors feel more welcomed, leading to better relations and a greater chance of financial success in Mexico.

About The Mexico Guru:
Richard Villasana, The Mexico Guru, is a leading authority on Mexican business practices and communication, and author of "Insider Secrets How to do Business in Mexico." Villasana has been profiled in several articles and magazines, including the San Diego Business Journal. An international speaker, Villasana has given keynotes and presentations in both the U.S. and Mexico. Through his company, Marketing To Mexico, he has shown companies such as Cisco Systems and AT&T how to enter the Mexican market and quickly become profitable.

Available for interviews with all local media.