The spanish work ethic is crap to non-existent.
With my-our finnish mexican-owned work principals we got all sales guys to do more than 10x more visits per week.
This was not easy - and I had to do it.
BUT every sales guy ended getting more than 2x their best month ever in previous 10 years in salary and comissions - continuosly.
Plus free iphones, tablets, laser printers, cars, gas, lunches, etc etc.
I grew sales 11 times, from 4 machines/yr to 80/run rate, used to be 150/yr, don´t know actually.
Best HFO in the world.
I´ve done this in Finland (2x), and in Spain, somewhat in the UK, somewhat in Tunisia.
I guarantee I could do the same in the US in any company, where it would be much easier in some ways and much harder in other ways.
The US work ethic is excellent - unlike Spain.
Just like here in Spain for HAAS -- getting serious sales for a serious capital goods product, is expensive to start with.
We spent about a 1M$ for the showroom, 3M$ in stock, and 2 M$ in ongoing costs, 130.000 $ for sales guys + support per month.
And we are/were just about the best guys in the business in the world.
Hitec mexico, the owners, are the biggest best hfo in the world.
My haas hfo in montcada-rexac became the best global hfo within 2 years.
We had the 3rd best margins in the world, partly because of me.
And the worlds best service - because of the owners mostly.
And a 100% customer satisfaction rate.
Best in the world.
Because the owners told me I could and should do anything, to fix any issue with any customer, anywhere, for any cost to them.
I fixed maybe 6 major customer issues, out of 500, with zero cost to the customer.
When one pissed-off customer shorted by the previous rep. asked for the cost, my second day on the job, I told them "I will send You an expert technician, not an invoice".
I ask only that You rate us fairly to Your neighbouring shops, acquintances, etc. and previously tell me if we ever fail in anything in any way.
Some became our friends and demo sites.
Another customer hang up on my sales guy. Literally.
Once we got him to talk, and I told him I can do absolutely anything to fix his issues, or even give him back 100% of his original 6 years ago purchase price, now, cash, he changed the story.
We were not the "enemy" any more.
The horizontal pallet changer that had proved to be unreliable -- they simply used it without the pallet changer.
It was in production every day.
It was making money every day.
He did not want a new machine or a refund.
When I asked him how could he speak of us really well to everyone he suggested a half-price new haas machine.
So I sold him a really good new machine, at a loss, supported by HAAS USA.
The customer became really happy with us.
He spoke to everyone about our service, and standing behind our products.
I told every single customer that we are the best at what we do.
We sell decent CNC machines, not perfect, with excellent service, and advise as much as we can on what is a bad idea on production, if you ask us.
Others (may) make better machines with much higher prices.
I recommended a mori lathe to one. Making caskets, of all things.
I refused 500.000 in sales of a few VMC with angle tools for long bores (bearing holes) for large scale production.
The customer was very angry, upset.
Your European work ethic just isn't in place here. For any number of reasons.
And can't be changed by the OP, as it's bigger than any one of us.