Selling in interior regions: a small town is not a smaller version of the capital, it is another economy

## Selling in interior regions: a small town is not a smaller version of the capital, it is another economy

In March 2017 one of our resellers, Lucimar, opened a branch in Itumbiara — a town of about 110,000 in southern Goiás. She came from the Goiânia showroom, knew the product, knew the method. She brought the exact same model: avenue showroom, big window, identical menu, identical prices, identical approach. In twelve months she shut the branch down. She left saying "the interior has no money" and went back to selling only in Goiânia. The phrase stayed with me for years. It had not been lack of money. It had been lack of translation. A small town is not a smaller version of the capital — it is **another economy**.