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Who we are

Psychological research, field selling and digital design. That is why the work reaches execution.

Where embreea comes from

Two sides of the same sale

embreea started from a simple question: why can a company have a good product and still lose a sale?

Sometimes the answer is outside: in how the buyer decides, who else takes part without showing up to the meeting, what risk they perceive, and what they need to justify the decision to their boss.

Other times it is inside: in what the sales team does, and in the company conditions sustaining that behaviour without anyone noticing.

embreea works both sides. And from day one we agree on what the change will be verified against.

Why the name  ·  see

embreea is a genus of orchids: uncommon species that only thrive when someone understands precisely the conditions they need. It seemed a good description of the work.

Embreea rodigasiana grows in the cloud forests of western Colombia; some sources also record it in south-eastern Ecuador. In that same Pacific —Malpelo, Gorgona, the Gulf of Tribugá— orcas have been sighted for the first time in recent years, exceptional visitors in waters where they are not usual.

The symbol is that orchid, and it also reads as an orca. From them we take what is documented: they hunt in coordination, share roles, and pass their techniques between generations. Deciding as a group, with method, and learning from what worked. That does resemble what we do.

Mission and vision  ·  see

Mission. Help technical-sales companies sell better: understanding how the buyer decides, observing what the selling team does, and measuring what changes.

Vision. That in Latin American technical selling a commercial diagnosis can be audited rather than merely believed: with a baseline, explicit criteria and evidence of what changed.

Team

Who does what

Each profile covers one stretch of the method: who understands how decisions are made, who knows how selling actually works, and who takes it to the channels.

Danielle Restrepo

Danielle Restrepo

Founder and director

Psychologist. She trained in field research at ICBF, Colombia's national family welfare institute: interviewing someone in a difficult situation and concluding nothing without evidence. The last year and a half she spent on the commercial side of technical sales, selling software licences to systems integrators and engineering firms.

She studies the gap between how the buyer decides and how the company is actually selling.

  • Psychology
  • Qualitative research
  • Commercial analysis
Geraldine Urbina

Geraldine Urbina

Business development

More than ten years selling in practice: construction, real estate, and today livestock inputs, to farms and distributors.

She knows what it is to have a quota on your back, a client who will not reply, and an objection you cannot answer. That is why findings come out as something a salesperson can actually say, not as a good-looking report.

  • 10+ years selling
  • Selling to farms and distributors
  • Animal nutrition

Stefania Díaz

Designer and digital creator

Design and digital content. She studies digital design and works on embreea's visual identity.

She closes the last stretch: when the research finds what convinces a buyer, someone has to turn it into pieces and channels that hold up over time.

  • Digital design
  • Visual identity
  • Channel content

Let's talk

The same person who does the research is the one who sits down with you

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