Sonia Leal

Questioner
DISC Type : c

Subdirector productos pyme at AFIRME Grupo Financiero

Mexico

Overview

Sonia Leal is the Deputy Director of SME Products at AFIRME Grupo Financiero, with extensive experience in developing and managing SME credit products. Her career includes management roles at BanRegio and Banorte, where she honed her expertise in financial product policy, sales training, and portfolio management. She is a graduate of Universidad Autónoma de Nuevo León.

Based on her professional interests and social media activity, Sonia appears to value teamwork and achieving collective goals. She follows leading institutions like Boston Consulting Group and Tecnológico de Monterrey, indicating a keen interest in business strategy and higher education.

Her academic background is in International Relations and National Security Studies, a unique foundation for her career in finance.

Personality Overview

Price-Sensitive

Value Seeker

Cautious & Analytical

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  They are more likely than others to negotiate on pricing and terms. While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.

Topics They Care About

SME Financing
Her entire career has been dedicated to managing and developing credit and card products for the SME segment across multiple financial groups.
Financial Product Development
She has consistently been responsible for creating product policies, sales campaigns, and training materials for the commercial network.
Portfolio Management
Her roles have included direct responsibility for tracking and managing overdue portfolios and administering credit guarantees.

Media Appearances

Sonia has no verified media appearances

Work History

12-2021
Subdirector productos pyme at AFIRME Grupo Financiero
7-2012 - 12-2021
Gerente de Producto Pyme at AFIRME Grupo Financiero
5-2008 - 10-2010
Gerente de área at BanRegio
3-2005 - 5-2008
Gerente de área at Grupo Financiero Banorte
3-2001 - 3-2005
Asistente de dirección at Grupo Financiero Banorte

Education

1997 - 2001
Relaciones internacionales y estudios sobre seguridad nacional from Universidad Autónoma de Nuevo León

More Information

Social Presence :

Prographics :

Exp : 25 Location : Mexico Job Level : N/A Designation : Subdirector productos pyme at AFIRME Grupo Financiero
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Insights For Selling To Sonia

During A Call Or A Meeting

DO's

  • Share as much information as possible regarding your product
  • Back up any claims with data and numbers
  • Keep some extra margin in hand as they will likely negotiate the pricing

DONT's

  • Don’t try to be too friendly or informal with them
  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Don’t overhype the product/pitch, keep it measured

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sonia is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Sonia

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Sonia move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Sonia take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Sonia

Personality Compatibility


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