Tuesday, May 20, 2014 • 8:30am – 9:30am


Breakout Session

The Secret to Successful Sales Training: There is No Secret

Ray Reyes

Latitudes Training, Coaching & Consulting

Too often, companies are sending their sales teams to sales training seminars expecting they will return energized and excited to put their newly learned sales skills to work, only to find them returning to their old ways within weeks. CEOs and LSC owners search for the secret to increasing their sales team's production as if they were Ponce de Leon in search of the Fountain of Youth. But the secret is, there is no secret. 

This presentation will discuss how to increase sales training effectiveness and create a long-lasting high performance sales team. Participants will learn how to make sales training more successful and begin developing high-performance sales teams by learning what activities increase sales training effectiveness.


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Ray Reyes, CEO of Latitudes Training, Coaching & Consulting, is an accomplished global speaker, author, and executive with more than 11 years of experience in the localization and translation arena, where he has developed both domestic and global sales strategies that have helped LSCs grow their business. In his role as CEO, Ray’s focus is on Latitudes becoming a globally recognized leader in providing online and offline sales and marketing training, coaching, and consulting solutions for Language Service Companies (LSCs).

Prior to entering the language services industry, Ray was a senior executive in the technology sector and was the founder and CEO of Southern Energy Management, a multi-million dollar regional consulting and demand-side management contractor. Ray began his professional career on Wall Street as a financial advisor and stockbroker for Morgan Stanley and Stuart James and Company.

In an addition to being a recognized expert in translation, localization, and globalization solutions, Ray is also a proficient speaker and author. Most notably, Ray has been a guest speaker at the Globalization and Localization Association’s (GALA) International conference in Monte Carlo, Monaco and the American Translators Association annual conference; the key speaker at TMS Inspiration Days in Krakow, Poland; and a guest speaker at the Princeton Club, where he presented “How Small Banks Can Develop Marketing Models to Reach the Growing Spanish-Speaking Banking Customer” for the Federal Deposit Insurance Company (FDIC). He has authored “Bridging the Digital Divide,” which was published by Mercer University and Onda Tecnológica magazine; “Now You’re a Translator,” published by the ATA Chronicle; and “Why Traditional Sales Training Doesn’t Work,” published by Multilingual Magazine. Ray attended the University of Georgia and Shorter University’s MBA program. He recently completed Aligning Strategy and Sales at Harvard Business School, and is currently enrolled in Harvard Business School’s OPM Management Program. Outside of work, Ray coaches Little League baseball, plays tennis, and is an avid golfer. Ray, his wife, and their children currently live in Johns Creek, Georgia.