About Us
Asteri International is a sales development consultancy founded in 2017, with a mission to help people and organizations see the art and science of sales from a holistic perspective. Lasting results rarely come from a single method. They come from aligning every part of the sales operation: strategy, structure, process, coaching, and the human factors that decide whether any of it actually changes behavior.
We work globally with business owners, sales leaders, and their teams through tailored consulting engagements, research-grounded training programs. As a certified facilitator for leading global methodologies, and through Asteri's own frameworks, we shape each engagement around how your customers truly buy, rather than forcing a one-size-fits-all model.
What sets us apart is not a technique but a philosophy. We are a long-term partner, not an off-the-shelf vendor. Our purpose is always the same: to grow people, and to build sales organizations that keep performing long after the engagement ends.
Our Team
George Rizopulos Founder & Managing Partner
George Rizopulos is the Founder of Asteri International, where he leads the firm's approach to holistic sales management: aligning strategy, structure, process, and people so commercial organizations perform at their full potential.
He partners with sales leaders and commercial executives at mid-size and large B2B companies who want measurable, lasting change in how their teams sell. Clients work directly with an authority who has led sales transformations across 40 countries, in English, Spanish, Swedish, and Portuguese, drawing on both his own frameworks and engagements delivered alongside the most respected names in sales research.
Across more than 30 years, George has built organizations, led cross-functional sales teams, and designed the strategies, methods, processes, and performance management structures that make commercial excellence sustainable.
He brings deep expertise in change management and in organizational and leadership development, speaks six languages, and has lived and worked in five countries.
LIliana Rizopulos Partner
Liliana Rizopulos is a Partner at Asteri International, a strategic advisor, certified coach, and entrepreneur who helps business leaders and entrepreneurs strengthen how they lead, decide, and grow.
With more than 20 years of international experience in finance and business advisory, Liliana has supported companies and entrepreneurs across industries including transportation, telecommunications, mining, and professional services. As an entrepreneur herself, she has advised and invested in other entrepreneurs both strategically and financially, helping them build, fund, and scale their businesses. Her work spans strategy, governance, financing, and leadership.
Liliana served as an advisor in international trade and finance at EKN, the Swedish Export Credit Agency, and has worked with multinational and financial institutions across the United States, Europe, and Latin America. She holds an MBA from Thunderbird School of Global Management and a BSc in Finance and International Relations, and has served on boards of directors in both Canada and Sweden.
As a certified coach, Liliana helps entrepreneurs and individuals overcome the internal barriers that keep them from reaching their full potential. She speaks English, Spanish, Portuguese, and Swedish, has lived in six countries, and is a dedicated champion of women entrepreneurs through the organizations she supports.