KEYNOTE

Stop
Competing
on Price

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.

Overview

Most companies leave money on the table by conceding too much, too soon. The problem isn’t charging more—it’s that the customer doesn’t understand why. Clients generally have the money or can find it; what they lack is a clear reason to give it to you. Without a compelling differentiator, companies become interchangeable and end up trapped in price wars.

Your company already delivers value, but if the customer doesn’t recognize it, they won’t pay for it. You don’t need lower prices. You need better arguments.

In this dynamic, thought-provoking, and deeply insightful keynote, David clearly explains the three reasons why companies end up competing on price—and how to escape that trap:

A must-attend keynote for organizations looking to protect their profitability, strengthen their market position, and empower their sales teams with a compelling narrative to defend their true value.

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

In-person or virtual format

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.

The audience will leave with:

A shift in perspective. This keynote provides the confidence to negotiate from a position of strength, not from need. It reframes how value is presented to maximize perception.

Concrete strategies to justify pricing. Attendees receive methods and frameworks—such as the “Value Trinity”—to confidently defend higher prices without the fear of losing the client.

Real-life case studies that inspire and prove it’s possible. Documented examples of companies that successfully stopped competing on price, showing this paradigm shift is not only achievable but profitable.

Immediately applicable practical tools. This is more than just inspiration. Participants receive materials, techniques, and exercises they can begin using the very next day in client conversations—including 50 differentiation arguments.

Value-based mindset. The message empowers teams to defend pricing without discounting—standing firm from a position of value, not desperation. It replaces the fear of rejection with confidence in what they represent.

12 learning capsules from “Stop Competing on Price.” Each capsule includes a video, a document, and a reflection to keep the team working on value creation. It also serves as a tool to cascade the message across the organization.