Concepts that have inspired thousands of Hispanic entrepreneurs
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 multiple Latin American countries.
STOP COMPETING ON PRICE
What every salesperson, entrepreneur and business professional needs to know to differentiate their product or service and make price irrelevant.
This is a book about differentiation. About how to turn an average business into an extraordinary one. About how to step away from the noise and become memorable. The problem is not having a higher price but rather that the customer doesn’t understand why. Not everyone wants to buy cheap. Happy differentiation.
This year, we set out to part ways with bad customers and focus more on our ideal customer. What was the reason? These bad customers didn’t represent profitability; they were opportunistic customers sensitive to the low prices of competitors. We had a customer who always asked for discounts, and with each purchase, she wanted more discounts and additional values. When we decided not to sell so cheap (thanks to your book ‘Bueno, Bonito y Carito’), this customer said, ‘If you can’t sell to me at the usual price with attractive discounts, delete my information.’ And guess what we did with that lady… On the other hand, we were neglecting our good customers. Thanks, David, for your teachings.”
Jesús Daza, Para Gatos y Perros, Colombia.
IT'S THE SMALL THINGS
How to make your customers fall in love so they won't even consider buying from anyone else
It’s the Small Things is a book about customer service. The customer experience is the next competitive arena. Beyond the product and the price, it is the care and the way they feel treated that makes the difference. Small things that turn indifference into preference.
It’s the Small Things is ridiculously simple. The book seems extremely good to me, practical and to the point. These kinds of books make me reflect on whether or not I should pursue an MBA. I like the topic of marketing, but honestly, I don’t know if an MBA will have such a pragmatic approach.”
Humberto Marín
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. Practical actions so that any business can attract and retain customers without compromising its future.
HAPPILY EVER AFTER
The art of nourishing customers for life
Learn how to go from the first purchase to recurrence and how to turn sporadic customers into enthusiastic promoters of your business.
Happily Ever After approaches sales with a deep respect for customers and the importance of supporting them in achieving their desires. It presents paths to grow transparently, without jeopardizing your reputation or mortgaging the future, even recognizing that sometimes we may not be what the customer needs, but that doesn’t mean we can’t create value. If you align with the philosophy of cultivating lifelong customers and building long-term relationships to generate consistent sales, this book will be very useful to you.”
YELLOW
How to create a culture of service and stand up for the customers
Yellow is a business story that, through the experiences of a taxi driver, various individuals within an organization learn how to exceed expectations, work for a purpose, and find meaning in what we do, beyond just a paycheck.
It had been more than 15 years since I had read a book cover to cover in such a short time. Usually, I reach page 20 and leave it there, but with Yellow, during the free time I had, there I was with my book in hand. I finished it before landing in Chile. I loved it!”
Erling Nielsen, Nielsen BTL, Chile
THE DAY DAVID DEFEATED GOLIATH
Increase your business's visibility and attract more customers using 6 digital marketing levers
The Day David Defeated Goliath is an inspiring book that explains how to increase the visibility of a small business and attract more customers using the power of the internet.
Format
At this stage of the game, the question for a small business is not whether it should be on the internet; the question is how it should be. As mentioned in the book, the internet is an effective and economically accessible platform for generating visibility and attracting customers, not only in local but also international markets.”
Alberto Arebalos
Director of Communications for Facebook in Latin America (2014)
FACEBOOK TOOLBOX
Practical guide to strengthen your business on Facebook
This book is out of print. Three months after its release, Facebook made significant changes, and the book became obsolete. Now it’s a piece of memorabilia in the marketing museum. Well, at least we learned several lessons from the publishing world.