Today I have a luxury guest who has wanted to visit us on the blog for a long time. What’s more, some will be able to meet him shortly in Bolivia.
Who is it?David Gómez, Director of BienPensado.com and author of the book Bueno, Bonito y Carito. One of the spakers that will be present at EXMA Bolivia 2016 !!!
Do you want to know more about the EXMA? Just click on the following image.
exma bolivia 2016 santa cruz de la sierra
But let’s get to the interesting thing.
avid gave me permission to share an article of his on the blog, which goes hand in hand with his book.
What’s more, at the end of the article, there is an interesting surprise.
10 Unbreakable Laws of Good, Beautiful and Expensive
good, -beautiful, -carito-10-lawsThe 10 Unbreakable Laws of Bueno, Bonito, and Carito summarize the philosophy of selling based on value, not price. Key concepts that govern the Good, Beautiful and Carito mentality, and that contain the elements that you must keep in mind to continue delighting your customers with better solutions.
Law # 1: There will always be someone willing to lower the price more than you
It’s not that you can’t use price as your main tool for attracting customers. The point is that there will always be someone willing to lower it more than you, so pretending to always have the lowest price is nothing more than a utopia. At some point a competitor will be willing to challenge you with aggressive discounts or seemingly unsustainable terms. There is always someone willing to exit the market early.
Law # 2: Not everyone wants to buy cheap
The customer always has the money, and if they don’t have it, they get it. When someone objects to the price, it is not that they do not have the money, it is that they are not sure why to give it to you. The problem is not cost more, but do not understand why. Price is a relative perception of value of what people pay, versus what they perceive they are receiving. Remember, no one buys a Rolex to see the time.
Law # 3: If the client does not perceive a difference, they will decide by price
If your value proposition looks very similar to that of your competitors, the customer will decide on the only variable that can be compared: the price. This does not mean that it is not different, it means that the client is not perceiving it differently. And in practice, if you have a differential but the customer does not notice it, you do not have a differential. As the saying goes, perception is reality. If it is not evident it does not exist.
Law # 4: Not everyone is a potential customer
There is only one thing worse than having no clients and that is having bad clients. Pretending to be everything to everyone makes you nothing to anyone. Stop chasing the wrong customer and focus on those who appreciate your added values. For those who do not appreciate its benefits, no matter how much the price drops, it will always seem expensive. Your only objective will be to negotiate it at the lowest possible price. For the health of the Jamaica Phone Number List there are clients that must be missed.
Law # 5: Not everything that is different is a differential
Be on the lookout for false spreads. Good service or good quality are not a differential, they are an expectation. Plus it’s what your competitors say. If a differential does not resonate, it is because in practice it is not a differential. If an added value is irrelevant, it will only be an added cost, something that costs you more but that customers will not be willing to overpay.
Law # 6: A good spread is unique, valued, and specific
If what you consider your differential is something that your competitors also have, then it is a strength, not a differential. If what you consider your spread is something customers are unwilling to pay for, it is not a spread. If your spread is something generic that doesn’t allow customers to associate it with a specific benefit, it is not a spread. They are good things but they will not do the miracle of bringing you new clients or keeping your current ones.
Law # 7: Your Differential Isn’t What You Say, It’s What You Do
Remember Ralph Waldo Emerson’s dictum, “What you do speaks so loudly, I don’t hear what you say.” Each touch point is a signal that you send to your current and potential customers about what makes you special and different. It must be consistent in every experience and in everything that the brand stands for. Its differential is built not with what it says in communication, but with what clients experience in practice.
Law # 8: You have to “cluck” the eggs
To be perceived differently, it is not only about being special, but about the way you present it so that people recognize it. You have to communicate it, expose it, amplify it and promote it. In other words, it must “cluck the eggs.” Just as the peacock exposes its plumage and emits a distinctive song to attract its mate, you must display your spreads so that customers fall in love with your value proposition.
Law # 9: The spread doesn’t have to be in the product
To differentiate yourself you don’t need to have a unique and distinctive feature in your product. There are a total of 10 alternatives or ways to differentiate yourself, the product or service itself is just one of them. You can position yourself differently, gulf email list have an extraordinary level of service, use storytelling , focus on a niche market, create a memorable experience, specialize, redefine your distribution model, leverage design or promote your processes. In the end it’s not about what you sell, but how you sell it.Law # 10: No spread is forever
Differentiating yourself is an ongoing process. Reasons of preference that we give to customers over the years, so that they choose our brand over the others. Spreads go through their cycle when they are matched by competitors or when they are no longer relevant to customers. Tastes and trends change, things evolve and with them the differentials.
Would you rather listen to the 10 unbreakable laws of Bueno, Bonito y Carito?If you want to download the 12 tracks to enjoy this excellent theme you can do it through the following download button
Dadvid Gómez Exma Bolivia 2016TwitterDAVID GÓMEZ (Colombia)
Topic: Bueno, Bonito y Carito. The lack of differentiation leads us to compete on price.
Director of Well Thought and a specialist in differentiation. For more than 20 years, he has helped hundreds of companies sell based on value, not price. Author of the books Bueno, Bonito y Carito, The day that David beat Goliat (3rd edition) and Facebook Toolbox. One of the main Colombian and Latin American Speakers.