The secret to selling internationally

By Emma Peterson.  

Learn about some of the unique challenges Giovanny Pazimino faces as an international Sherwin-Williams regional manager. 

One of the cool things about roofing is that you can tell a lot about the environment and region it is located in based on its design. For example, some roofs are made to be more reflective because where they’re located gets more sun whereas others might be more focused on incorporating snow retention into their design. In this episode of CoatingsCast®, Megan Ellsworth sat down with Giovanny Pazimino, who manages Sherwin-Williams' Caribbean, Central America and Mexico regions, to talk about some of the unique considerations for roofs in his areas.  

When it comes to selling Sherwin-Wiliams products, Giovanny noted that before they even get installed, there are unique challenges to overcome. He explained, “Every single country, even if they are really small, has different regulatory systems. That means some of our products from the U.S. cannot be sold in some islands because there's a lot of red tape.” And even after you get products properly regulated and through the red tape there are more regional considerations to be aware of. Every market will have unique demands because of cultural preferences and environmental demands. For example, Giovanny’s regions face unique natural disasters and tend to favor concrete in their architecture.  

So how does a company like Sherwin-Williams navigate these challenges? The first part of their success is selling more than just a product, selling their brand’s quality and trustworthiness. Giovanny explained, “Many prefer big companies or North American products, in my area it's usually Kool Seal. I think the main differentiator is reliable quality... Kool Seal is a company that started over one hundred years ago and they were acquired by Sherwin-Williams in 2006, who has also been in the industry a long time.” By highlighting their history of success, Giovanny is able to navigate a lot of the red tape that can trip up companies that are less established than Sherwin-Williams.  

They are also careful to send products to these markets that are well-adapted not only to regulations but also to the environment. Giovanny shared a bit about his Latin American regions, saying, “Latin American architecture and the islands use a lot of concrete on the roofs. Because of that, I would say the system that is trending is silicone and that's why our sales are coming from our brands like Kool Seal Tundra.” In addition to working well with the existing architecture, these silicone systems are set up to perform well against the natural disasters that Giovanny’s regions face. He elaborated, “We have systems that could go for 7, 10, 15 or 20, years. It is important to note that we can’t calculate the exact impact of natural disasters, but just by experience, we can see that in constructions you have our products consistently stand for years.”  

But beyond Sherwin-Williams' and their brands’ longstanding reputation of quality and ability to offer products that perform in a variety of climates, it’s the presence of team members like Giovanny that really helps them thrive and sell in foreign markets. Giovanny explained, “The advantage I see in past disasters was that Sherwin-Williams was located in all those islands. It makes it easier for us to react faster than other companies. When other companies are just relying on exporting as they go, we have locations. It is a little more costly to operate, but I think that it is also the key to the success for the growth of Sherwin-Williams brands internationally.” 

Read the transcript, Listen to the episode or Watch the conversation for more about Sherwin-Williams and their international operations.