Alright – so today we’ve got the honor of introducing you to Ligia Perez. We think you’ll enjoy our conversation, we’ve shared it below.

Ligia, thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

My mission is to empower Latina women to confidently stand anywhere, in front of anyone, and sell whatever they want (even their ideas) with certainty and confidence—because they know the message they’re sharing is clear, impactful, and effective.

This mission is deeply rooted in my own experience from eight years in direct sales within the Latino market in the U.S. I saw that most successful sellers were men, and when women were present, it was often because they were the wives of those men, not standing on their own achievements.

I always wondered why women couldn’t achieve the same level of success in sales. I discovered that many women faced limiting beliefs, fears, and a lack of confidence in their own voice and message. That’s why I started my business and personal brand: to help Latina women who want to thrive in their digital businesses or their carriers do it the right way, with the right communication and a powerful, precise message.

With my talks and conferences I want to take this mission beyond my programs and my digital audience, reaching more women who need to hear that learning to sell themselves and their ideas is not about becoming someone else, but about owning who they already are. My goal is to help them break through income ceilings and identity limits, so they can live with the freedom, peace, and pride that comes from knowing that whenever they speak, they generate results—because they communicate with intention, and sell with confidence and certainty, no matter the setting.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Ligia Pérez, speaker and founder of my own business and personal brand where I mentor Latina entrepreneurs who are ready to break their income ceilings and lead with clarity, power, and purpose. Through my brand, I offer high-level mentorship and speak at events to help Latina womens build confidence in their message and communicate it with the effectiveness of a skilled salesperson-because learning how to sell yourself and your ideas is one of the most powerful tools for personal and professional growth.

My digital business help Latina service-based digital business owners and personal brands who are already selling—but not at the level they know they’re capable of—refine their message, communicate their value in a way that actually moves people to buy, and build offers and sales strategies that feel aligned and unstoppable. And through my talks and conferences, I bring this same clarity and empowerment to wider audiences—helping more women, even outside of entrepreneurship, understand how to express themselves with confidence, influence, and purpose.

I got into this work because I lived the gap myself. After eight years in direct sales in the Latino market in the U.S.—where most of the top performers were men—I saw how many brilliant women were holding themselves back because they didn’t know how to own their voice or express their value. Later, when I started my own digital business, I realized that content and effort weren’t enough if the message wasn’t crystal clear, emotionally resonant, and strategically crafted. I had to learn—and ultimately create—my own way of communicating that positioned me as a leader, not just another business coach online. That same methodology is what I now teach inside my programs and bring to stages—so more women, regardless of their career path, can learn how to speak, sell, and show up with certainty and power.

I offer a complete ecosystem for women who are already showing up and selling in the digital world, but who want to scale beyond their current level and finally take up space as the CEOs of their businesses. My signature offers inside my world is “El universo de la CEO en Expansión”, a multi-level pathway designed to help them evolve their messaging, offers, content, and mindset so they can sell anything, to anyone, anywhere—without having to convince.
Alongside that, I also deliver conferences and motivational talks for teams, companies, and communities who want to activate the leadership, communication, and sales potential of the women in their spaces.

What sets me apart is that I don’t teach tactics. I teach powerful positioning. I don’t focus on trends—I help them communicate what their audience actually needs to hear in order to say yes. And I do it in a way that blends strategy, storytelling, identity, and emotional clarity—both inside my mentoring programs and from every stage I step on.

I’m most proud of the women I’ve mentored—some of whom I’ve helped go from making their first $2K or $5K, and others who were stuck at $5K months and went on to double and sustain their income consistently, growing loyal communities, and finally feeling in control of their businesses. But more than numbers, I’m proud of the identity shifts they experience. They leave knowing exactly who they are, what they offer, and how to lead and sell from a place of full integrity and power.

If you’re a woman who’s already in motion, but tired of guessing why your content or your offers aren’t converting like they should—I want you to know there’s another way. One that doesn’t require you to hustle harder, perform more, or burn out. One that starts with the right message and leads to the right results.

And if you’re a company, team, or event organizer looking to inspire and equip women to sell themselves, their work, and their ideas with boldness and clarity—I’d love to be part of that mission. Because when a woman knows how to communicate her value, everything around her transforms.

What’s a lesson you had to unlearn and what’s the backstory?

One of the most important lessons I had to unlearn in order to grow was letting go of my focus on results. As a business owner, I had to understand that my focus should be on not just enjoying the process, but fully embracing the journey of achieving what I want—releasing the expectations tied to the outcome.

Of course, the goal is always clear and the results are always defined, but the execution isn’t about obsessing over hitting those numbers. It’s about approaching each step with a fully engaged heart and mind.

For example, during a digital launch, instead of fixating on hitting a certain revenue goal—like making $10K, $15K, or $20K—I shifted my focus to making sure every email, every piece of content, and every word I put out genuinely connected with my audience in the way I intended. It was about living each phase of the process fully, regardless of the final outcome.

Letting go of the expectation of a specific end result has been one of the hardest lessons I had to learn. But when I focus on the process rather than the results, the results naturally follow. On the other hand, when I approached things solely with the mindset of “I must do this to make X amount” or “I need this many people to convert,” I found that I couldn’t reach my goal.

Can you tell us about a time you’ve had to pivot?

I can clearly pinpoint the moments in my life, career, and business when I had to pivot.

The first big pivot came when I was in university. I realized that the law degree I was pursuing wasn’t for me, and even though I still finished it and graduated, I found my passion in cultural production and management.

The next major pivot was when I had to leave my home country, Venezuela, due to the political and economic situation. I had to let go of my dream of a job in cultural management and start from scratch as an immigrant in a new country. I arrived in Panama with a job offer that fell through, and I had to take on the kind of work many immigrants do. It was a humbling and enlightening experience.

Another pivotal moment was when my experience in Panama didn’t go as planned, and I had to move once again—this time to the United States. There, I found myself diving into sales, something that was never part of my original plan. I had to not only learn it, but also discovered that I genuinely enjoyed it—and that I was really good at it.

The next pivot came when I realized that I no longer wanted to stay in the direct sales world and decided to build my own digital business.

And the last significant pivot was when I realized that my brand no longer reflected who I was. I changed the name, the message, my ideal client, my focus—everything.

My life has been filled with moments where I had to pivot and change direction. The common thread that made these pivots successful was always following my intuition—knowing that what I was doing aligned with my true self, not just what the world expected of me. These experiences also taught me that we’re allowed to have more than one passion and be great at more than just one thing.

Today, I teach my clients that business is built and sustained through a blend of intuition and strategy—not one or the other. And I also remind them that they’re allowed to have more than one passion, more than one skill, and still build a business that feels fully aligned. With my methodology, I show them how they don’t have to leave any of those passions behind—because when brought together, those passions can become the very thing that allows them to serve their clients in a truly unique and powerful way.

Contact Info:

• Website: https://www.ligiaperez.com/ceoenexpansion
• Instagram: https://www.instagram.com/ligiaperezmentora