Jorge Montoya’s Experience
Jorge Montoya works with a Spanish firm called Fullstep, which specializes in purchasing and procurement. They also offer technology consulting and outsourcing services. Fabio is an expert in procurement. He is a civil engineer and also has an MBA from France.
Do you think it’s hard to break into the Colombian market?
I think it is hard, as in any country. The market, of course, has its particularities. When you start doing business in Colombia, you must navigate its culture, society, and all the challenges related to taxes. It is necessary to manage all the situations and particularities; every city has its own characteristics—Medellín is different from Bogotá.
Can you tell us two main roadblocks that you had to face?
I don’t think there is one particular thing. I believe there is always someone who knows how to solve a problem in the right way, so for me, the way to do my job is to find the right connections that can help me.
What is the biggest mistake someone breaking into the Colombian market can make?
It can be the mindset because sometimes people assume that the business is the same as in the place they come from. They do not understand that this is another country with a different culture. It is necessary to be flexible and adapt. Also, you need to read between the lines, and this is not always easy.
Tell us three tips you would give to someone who is just starting.
It is hard because I think the path you follow is what you need to learn, and there is no shortcut, even if someone tells you there is. You must learn in your own way. But my advice would be to trust that you can solve the problems that arise in this job.
How has your experience been with Colombian clients?
In my experience, Colombians are more open than in other countries. In the end, it comes down to one thing: trust. If you gain their trust, they will be open with you.
What would you recommend to someone who wants to start doing business in Colombia? What makes the Colombian market different from other countries?
Every country and every market is different, but I can say that Colombia is a country full of opportunities. To seize them, you have to take risks. So, if you are risk-averse, I do not recommend Colombia. However, if you are willing to take some risks, there are a lot of opportunities. You have to understand that the market is not huge and the country is not very sophisticated in many ways. If you come with a very sophisticated service, the market will be very small, but if you find something that may be needed by the masses, it is a huge opportunity.
Why would you recommend the Europa Network?
I think it is important for connections. If someone is thinking about joining, the most important aspect is networking. You must also attend events frequently to be seen, so you can take advantage of the opportunities. With the Europa Network, you can find people you can trust and do business with. In the end, the only way to build trust is to engage actively.
