David's
Books
Over fifteen years of researching, documenting, and sharing effective commercial strategies
David’s books are required reading not only in the business world but also in the academic. They serve as guidebooks for numerous undergraduate and postgraduate programs in various disciplines. The extensive number of real-life cases included in his research has turned them into practical business guides in several countries.
Stop Competing on Price
What every sales professional or business owner needs to stand out and make price irrelevant.
Stop Competing on Price is a book on commercial strategy. Many companies fail to differentiate themselves; and
even if they do, they fail to communicate it effectively. When a customer doesn’t perceive a difference, they will
decide based on price. In Stop Competing on Price, you will learn how to design your differentiator and how to
communicate it correctly so that customers recognize it. Stop Competing on Price is a way of thinking, a
philosophy, and an attitude towards the market. You must believe in it and trust that you, your company, and what
you sell, generate value. Anyone can sell cheaply. The challenge is to sell by arguing value, not price. That is the
essence of this book. Welcome to the Stop Competing on Price mindset.
Your book altered the course of our lives, both for my family and myself. When we initiated our business nine years ago. I did not understand the distinction between expensive and costly. And we began by selling a product that people were unfamiliar with, and they did not comprehend the reason for its price. And thanks to your book we have been running the company for nine years. We have understood the value of what we sell, the value proposition we present, why they should buy from us and not from someone else; and furthermore, we are no longer afraid to charge appropriately. We have a product that is good, attractive and somewhat expensive. Proudly expensive.”
VALENTINA IRURITA
Entrepreneur, Berry Healthy Açai
It’s the Small Things
How to make your customers fall in love so they won’t even consider buying from anyone else
Beyond the product and price, it’s the care and how customers feel treated that makes the difference. The problem isn’t the competition, economic conditions, or price. The problem lies in the experience we provide. Customers are lost due to neglect, oversight, and a failure to cultivate relationships. Creating pleasant experiences and providing exceptional service is the path to building a sustainable competitive advantage. That’s what you’ll find in It’s the Small Things.
”It’s the Small Things is ridiculously simple. I find the book extremely good, practical, and to the point. This type of book makes me reflect on whether or not I should pursue an MBA. I like marketing, but honestly, I don't know if an MBA would have such a pragmatic focus."
HUMBERTO MARIN
Immortal Businesses
How to sell profitably in difficult times
Immortal Businesses is a crusade to sell with dignity. It provides tools to adapt to crises and sell without giving away the company. It offers practical actions for any business to attract and retain customers without compromising its future. In challenging times, what will be the fate of your business? Will it perish, or will it join the legion of immortal businesses?
Happily Ever After
The art of nourishing customers for life
Making a sale is easy: lower the price, offer an extra benefit, or promise an additional service, and the client will accept. But what’s the point of a single sale if the customer doesn’t return and doesn’t recommend you? The premise of Happily Ever After is to learn how to move from the first purchase to recurrence; how to stop thinking in terms of transactions and start thinking in terms of relationships; and how to turn sporadic customers into promoters of your business.
YELLOW
How to create a culture of service and stand up for the customers
Yellow is a business story where, through the experiences of a taxi driver, different individuals within an organization learn how to exceed expectations, work with purpose, and find meaning in what they do beyond a mere salary. It’s based on a real-life experience of someone who, despite all adversities, decided to make a difference.