In a world obsessed with AI, automation, and digital shortcuts, some skills remain timeless. Selling is one of them.
In the latest episode of Merging Minds, Renato Beninatto, localization legend and sales evangelist, joined Javi Diaz to talk about why sales is still the most important skill anyone can master, no matter the era or industry.
Sales: The Most Human of Skills
For Renato, sales is not a dirty word. It's not manipulation. It's not spam. It's about something much deeper: building trust and relationships.
"Sales is simply helping people solve problems. If you believe in what you offer, you owe it to others to show them how you can help," Renato explained.
Despite AI's rise, the human element in sales cannot be automated.
Tools might generate leads, automate tasks, and even simulate conversations, but authentic human connection remains irreplaceable.
The Localization Industry’s Sales Problem
Renato pointed out a cultural reluctance within the localization industry when it comes to sales. Many professionals, especially those with technical or linguistic backgrounds, shy away from selling.
"The worst thing that can happen is you get a no. And yet, people are terrified of that," he said.
This resistance holds back not just individual careers but entire organizations.
From project managers to executives, selling is part of every role, whether it's to clients, internal stakeholders, or cross-functional teams.
Lessons from a Lifetime of Saying 'Yes'
Renato's journey into localization started almost by accident. At 19, he said "yes" to translating films for a festival in Rio de Janeiro. That simple act of openness launched a career that would see him become a pioneer in localization and a thought leader in global business.
"All of us know how to sell. We just lack confidence and training. Sales is a mindset, not a department."
He shared how early experiences, like faxing translation agencies out of the Yellow Pages or learning to center subtitles on a typewriter, taught him persistence, flexibility, and the power of proactive outreach.
The Patterns Never Change — Just the Tools
One of the episode's most striking insights was Renato's perspective on technological disruption.
From typewriters to AI, the tools have changed, but the fundamental patterns of business and human behavior remain the same.
"Every few years, there's a new 'existential threat' to the industry. But the constant is human connection and adaptability."
For Renato, the real winners are those who stay consistent, flexible, and focused on relationships, not those chasing the next shiny trend.
Key Takeaways:
Final Thought: If You Don’t Sell, You Don’t Grow
Renato's message is clear: whether you're in localization, marketing, consulting, or any other field, sales is survival.
You don’t need to be a “natural” at it. You need to be present, listen, empathize, and offer solutions.
That’s what real selling is and it will never go out of style.
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