There’s a lot to be said about how a good story can catch your attention and even change the way you think and act.
Most of my clients are CEOs and founders of some of the largest and most dominant food manufacturing companies in the industry, and they care deeply about their work. They’re all different – some love the product, others love to lead, and others simply enjoy the freedom their business provides – but they all have one thing in common:
They want to work with someone who cares about their business as much as they do—someone truthful, transparent, and reliable.
Over the years, I’ve tried many sales techniques, but I noticed that they didn’t have much effect. You can convince someone to buy, but it’s hard to earn their trust—and that’s what ultimately sells and creates lasting business relationships.
So, I started sharing our story.
Our Story
In the mid-90s, my dad, one of 11 siblings, pursued technical school for electrical engineering to secure a stable job. He dreamed of becoming a soccer player, but growing up in a modest household meant prioritizing practical choices.
Finding work was tough. One day, after a fruitless job search, he lay on my grandma’s couch. My uncle, who owned an industrial equipment company, stopped by and said, “Get your butt off the couch and come with me.”
Starting as the factory floor sweeper, my dad worked quietly and humbly. One day, when technicians couldn’t fix a vertical bagger, he offered to help. To everyone’s surprise, he had the machine running in minutes.
From that moment, his manager took him under his wing, teaching him the ins and outs of packaging systems. Within a month, my dad was traveling all across Brazil, fixing and running entire food packaging lines.
Ten years later, with experience and expertise, his mentor proposed starting their own company together. The partnership ended within a year due to disagreements, but my dad and mom took the leap to start their own business.
With nothing but their determination, faith, and each other my parents offered small maintenance services to food manufacturers and eventually expanded. By 2016, they had 70 employees and projects in eight different countries in South America.
The Challenges
2016 was a high point, but it came with challenges. My dad’s former mentor, who kept that first packaging machine company with my dad, proposed a merger. Grateful for past opportunities and seeing an opportunity to take the lead in the industry, my dad agreed. But within months, the partnership unraveled, revealing financial and operational issues. It became clear the merger was a ploy to use our resources.
By 2021, the pandemic and the failed merger left our business hemorrhaging money. We reduced our team from 70 to 20, declined projects, and essentially rewound 10 years of growth to stabilize.
As things worsened, my dad considered closing the business. But during a visit to Brazil, he discovered the real problem: our chief engineer had leaked proprietary information, inflated budgets, and built machines to sell through a hidden side business.
Firing him was painful but necessary. It taught us the importance of vigilance and reinforced the value of loyalty and trust.
Where We Are Today
In the last five years, we’ve survived a pandemic, endured a recession, and overcame an internal betrayal. Despite everything, we’ve opened an office in the United States and now proudly sell our originally engineered packaging machines in the world’s most competitive markets.
What I’ve Learned
Working with my family has taught me a few key lessons:
- If God wants you to prosper, He will make a way.
- There’s nothing like the power of working as a family.
- Transparency and honesty are the most persuasive tools in business.
- Loyalty is a two-way street, and it breeds progress.
My Sales Pitch? Our Story
What’s my sales pitch? It’s our story. It’s who we are. I’m proud of it, and I tend to find clients who admire and respect it—because, in one way or another, it’s their story too.
Let’s talk
Does our story resonate with you? If you’re looking for a partner who values loyalty, hard work, and delivering results as much as you do, let’s connect. I’d love to hear your story and explore how we can build something great together.
LinkedIn: https://www.linkedin.com/in/ryanpabloc057/
Brasil: tecnoxdobrasil.com.br
