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Bueno, Bonito y Carito: Como Diferenciarse Para Dejar de Competir Por Precio

Bueno, Bonito y Carito: Como Diferenciarse Para Dejar de Competir Por Precio

          
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About the Book

Manual de diferenciación para vender con base en diferencias de calidad sin incluir estrategias de reducción de precio.

Muchas compañías no se diferencian y aún si lo hacen, fallan en comunicarlo efectivamente.

Cuando un cliente no percibe diferencia, decidirá por precio. Por eso, en este libro aprenderá cómo construir y comunicar su diferencial, para dejar de competir por precio. Éste es un libro de diferenciación, de cómo convertir un negocio promedio en un negocio extraordinario, de cómo alejarse del bullicio y ser memorable.

El problema no es costar más, sino que el cliente no entienda por qué, pues no todos quieren comprar barato. Los precios bajos son una forma de competencia muy exigente y peligrosa, pero sin duda una alternativa atractiva para cierto tipo de clientes.

ENGLISH DESCRIPTION

Differentiation sales manual based on differences in quality without including price-reduction strategies.

Many companies don't differentiate themselves, and even if they do, they fail to communicate it effectively.

When clients don't notice a difference, they decide based on price. This is a book about differentiation, about how to convert an average business into an extraordinary one, about how to get away from the hubbub and be memorable.

The problem isn't costing more, it's if the customer doesn't understand why, since not everyone only goes for whatever's cheapest.
About the Author: DAVID GÓMEZ es director de Bien Pensado, empresa de entrenamiento en marketing y ventas. Su diferencial es ser ridículamente práctico. Bueno, Bonito y Carito es su tercer libro, después de El día que David venció a Goliat, publicado en 2014 y Facebook Toolbox, en 2011.

David es coach, blogger y conferencista internacional. Antes de fundar Bien Pensado en 2009, trabajó por 15 años para compañías como Coca-Cola, DuPont, Avery Dennison, Varta Rayovac y el Grupo Latino de Publicidad. Ha sido entrenador de marketing para América Latina, África y Medio Oriente con la ONG norteamericana Vital Voices, así como docente en posgrados de marketing de reconocidas universidades. Por más de 20 años ha ayudado a cientos de compañías a diferenciarse de la competencia para dejar de competir por precio.

Es Administrador de Empresas, especialista en psicología del consumidor y MBA. Nació en Cali, Colombia, en 1970. Actualmente vive en Bogotá.


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Product Details
  • ISBN-13: 9786073182331
  • Publisher: Prh Grupo Editorial
  • Publisher Imprint: Ediciones B
  • Height: 229 mm
  • No of Pages: 320
  • Spine Width: 23 mm
  • Width: 150 mm
  • ISBN-10: 6073182333
  • Publisher Date: 19 Nov 2019
  • Binding: Paperback
  • Language: Spanish
  • Returnable: Y
  • Weight: 340 gr


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