How to sell value instead of price

Sales are vanity, profitability is sanity, cash flow is reality. Price is the variable that most affects a business’s profitability. Learn how to effectively sell your value proposition to resist market pressures for lower prices. What do you achieve? Healthier margins resulting from making fewer concessions and selling at better prices.

Having a higher price is not a sin

On the contrary, feel proud of what it costs because it generates more value. The issue is not costing more but rather the customer not understanding why. Nobody wants to pay more just because. The customer always has the money; what they don’t know is why they should give it to you. It’s not a matter of price; it’s a matter of justification. While not everyone is a potential customer, the right customer needs to understand in detail why your value proposition is more relevant than your competition’s.

Thematic blocks of the keynote

Price is a relative perception of value

No price is expensive or cheap; it depends on what the customer perceives they receive in return. There are low-priced products that end up being very costly.

Three reasons why we compete on price

1) We want to convince the wrong customer, 2) The customer doesn’t perceive a difference, and 3) We don’t effectively communicate the differentiators.

Not everyone is a potential customer

Not everyone appreciates your added values and, therefore, won’t be willing to pay for them. Focus on your ideal target customer, those that really care.

Multiple differentiation alternatives

Processes, design, logistics, warranties, social responsibility, portfolio, trained team, among many more. Multiple differentiation arguments.

The Commercial Trinity

Your value proposition, your competitor’s, and your customer’s expectations. Identify what you solve better than your competitors and that’s important to your customer.

How to validate your differences

The path of differentiation begins with understanding the current perception of those who already buy from you. Interview some of your best customers.

How to communicate your difference

The more specific, the better. Clarity overkills creativity. Be explicit and steer clear of generic messages that mean nothing to your customers.

The 3 Negotiation Cards

1) Defend your differences, 2) Ask for something in return, and/or 3) Change the proposal. (This section is optional depending on the audience, their challenges and the applicability).

The 10 Unbreakable Laws of Stop Competing on Price

A summary of the most important messages from the talk that recapitulate the principles of value selling, demonstrating the differentials and the value it generates.

In-person or virtual format

In-person Keynote

Live Webinar

Audience in which this topic fits best

Perfect audience

Ideal for sales teams competing in commodity markets, price-sensitive sectors, and those facing lower-priced competitors. Powerful arguments to support price increases.

Match by profile

Sales teams 100%

Company leaders / Business owners 90%

Customer service and marketing 80%

Backoffice support 60%

Entire organization 75%

What does the audience take away?

Arguments to support pricing, differentiation strategies, technique of the 3 Negotiation Cards, and materials for further work.

What's included in each presentation

In-person keynote

In addition to a stunning stage presentation, printed materials for attendees (summary of concepts from Stop Competing on Price, and 50 differentiation arguments), raffle of physical books among the audience, and online knowledge capsules for further reinforcement (videos and PDFs with practical application exercises). In Spanish.

Live webinar

An energetic virtual experience like few others, digital materials for attendees (summary of concepts from Stop Competing on Price, and 50 differentiation arguments), raffle of online courses of ‘Bueno, Bonito y Carito,’ and digital knowledge capsules for further reinforcement (videos and PDFs with practical application exercises). In Spanish.