Helping C&I Grow In The CaribbeanGROWTHSource: Consumer & Industrial News17 March 2009

As Area Sales Manager for the Caribbean region, Diego Espinosa oversees sales of lighting and electrical distribution products in four countries: the Dominican Republic, Haiti, Jamaica and the Republic of Trinidad and Tobago.

Diego Espinosa, who is based in a C&I office in Miami, is responsible for sales of lighting and electrical distribution products in Jamaica, Trinidad and Tobago, Haiti and the Dominican Republic.

As a group, these countries have seen significant growth in recent years, he says. Individually, they vary in many ways, culturally, economically and geographically. According to the CIA World Factbook:

Four different official languages are spoken: French and Creole in Haiti, English in Jamaica and Trinidad, and Spanish in the Dominican Republic (DR).

In terms of the economy, Trinidad is considered "one of the most prosperous in the Caribbean," followed by the Dominican Republic.

In population and area, the countries range from the largest, the DR -- with nearly 9 million people and

48,000-plus sq. kilometers -- to Trinidad, with less than 2 million people and about 5,100 sq. kilometers.

Haiti is a country of tradition and history - "Valerio Canez Co" was the first international distributor for GE appliances and electrical and has been in business since 1937, Diego says.

Staying competitive through relationship-building The countries also vary in their general business approach and opportunities for growth, and understanding that helps C&I stay competitive, Diego says.

One of his key objectives is "to find out what are the concerns of the customers and what they want....To listen to them and find out what we can do better for them. Ricky (Gonzalez, District Manager) taught me to be a better listener."

The GE brand is well known and highly regarded in the region, Diego says, but as C&I gains market share, the competition is becoming increasingly aggressive. So it's essential to leverage the strength of the brand and build relationships. "We need to focus on strengthening our relationships and the viability of the products will increase."

"It's not just about making your numbers today, or this year or even the next year," he says. "It's about investing, planting seeds for future growth. "People come and go but the tradition and trust in GE stays."

"When people ask me how many distributors I have, I say ‘They're not distributors; they're my business partners,'" he says. "I believe for the success of GE we need to grow together, and if I treat them as business partners, they feel a part of GE is working with them and for them. They know that if they need me, I will be there for them, the same to help on a sales campaign, as to hold a seminar, or to load a truck."

"A leader is as strong as those that support him or her," Diego says.

Happiness at work When asked what makes him happy at work, Diego says, "Every time that we succeed in something. When we close a sale, or we are able to solve a problem with a shipment... every time we perceive that (the customers) are getting the support they need from us, that makes me very happy."

Another positive, he says, is working with the team at the Miami office. "I believe the success of the office is because we work as a family, everyone in the office has expertise in a field, whether in projects, market channels, products or PR.Outside of work, if anyone in the group has a birthday, or a family event, everyone goes."

Does he occasionally get teased about the being the Area Sales Manager for the Caribbean and all the great beaches? You bet, but he has a ready answer for those who do.

"I tell them when they visit, tell me (about the beaches)," says Diego Espinosa, with a laugh. "I've been to the Dominican Republic 12 times and I've never seen the beach yet."

Career and family Diego is married, with three daughters and a son, ages 15, 13, 12 and 10. Any spare time, he says, is mostly spent doing homework with his son and taking his daughters to ballet or tae kwon do lessons. The family also likes to cycle and play tennis.

He has a Bachelor's degree in Mechanical Engineering from Florida International University and an MBA in Finance from Nova Southeastern University. Prior to working at GE, he worked at Ingersoll Rand. He started at GE in inside sales support and has been in his current role for the last three years.

Diego is full of enthusiasm when he talks about the job: "This is the best time to get closer to our customers and invest for the future of GE."