Overview
¿Por qué empresas extraordinarias terminan compitiendo por precio?
Porque el valor que crean no logra hacerse visible.
Todas las áreas de la empresa trabajan para marcar una diferencia: operaciones optimiza procesos, tecnología innova, servicio al cliente responde y gestión humana fortalece la organización. Sin embargo, cuando llega el momento de la decisión, el cliente termina eligiendo la opción más barata. No porque sea mejor, sino porque nadie supo demostrarle por qué usted vale más.
En este libro, David Gómez presenta una metodología práctica para transformar organizaciones preciodependientes en empresas capaces de construir, comunicar y defender su valor en el mercado. A través de ocho pasos le enseñará cómo:
Si con Bueno, bonito y carito aprendió a diferenciarse, con El escudo de valor entenderá cómo hacer que toda su empresa defienda ese diferencial a capa y espada. Porque el problema no es el precio: es que el mercado aún no entiende todo lo que usted aporta.
ENGLISH DESCRIPTION
Why do extraordinary companies end up competing over price? Because the value they create fails to become visible.
Every department in the company works to make a difference: operations optimize processes, technology innovates, customer service responds, and human resources strengthens the organization. However, when it comes time to make a decision, the customer ends up choosing the cheapest option. Not because it’s better, but because no one was able to show them why you’re worth more.
In this book, David Gómez presents a practical methodology for transforming price-dependent organizations into companies capable of building, communicating, and defending their value in the market. Through eight steps, he’ll teach you how to:
If Good, Nice, and Expensive taught you how to differentiate yourself, The Value Shield will help you understand how to get your entire company to defend that unique selling proposition tooth and nail. Because the problem isn’t the price—it’s that the market still doesn’t understand everything you bring to the table.
Porque el valor que crean no logra hacerse visible.
Todas las áreas de la empresa trabajan para marcar una diferencia: operaciones optimiza procesos, tecnología innova, servicio al cliente responde y gestión humana fortalece la organización. Sin embargo, cuando llega el momento de la decisión, el cliente termina eligiendo la opción más barata. No porque sea mejor, sino porque nadie supo demostrarle por qué usted vale más.
En este libro, David Gómez presenta una metodología práctica para transformar organizaciones preciodependientes en empresas capaces de construir, comunicar y defender su valor en el mercado. A través de ocho pasos le enseñará cómo:
- Descubrir diferenciales que el cliente sí esté dispuesto a pagar.
- Convertir cada área de la empresa en generadora de valor.
- Preparar al equipo comercial para que deje de conceder descuentos.
- Construir propuestas de valor contundentes y difíciles de comparar.
- Hacer que el cliente entienda, perciba y pague lo que su empresa realmente vale.
Si con Bueno, bonito y carito aprendió a diferenciarse, con El escudo de valor entenderá cómo hacer que toda su empresa defienda ese diferencial a capa y espada. Porque el problema no es el precio: es que el mercado aún no entiende todo lo que usted aporta.
ENGLISH DESCRIPTION
Why do extraordinary companies end up competing over price? Because the value they create fails to become visible.
Every department in the company works to make a difference: operations optimize processes, technology innovates, customer service responds, and human resources strengthens the organization. However, when it comes time to make a decision, the customer ends up choosing the cheapest option. Not because it’s better, but because no one was able to show them why you’re worth more.
In this book, David Gómez presents a practical methodology for transforming price-dependent organizations into companies capable of building, communicating, and defending their value in the market. Through eight steps, he’ll teach you how to:
- Discover differentiators that customers are actually willing to pay for.
- Turn every area of the company into a value generator.
- Prepare the sales team to stop offering discounts.
- Build compelling value propositions that are difficult to compare.
- Help customers understand, perceive, and pay what your company is truly worth.
If Good, Nice, and Expensive taught you how to differentiate yourself, The Value Shield will help you understand how to get your entire company to defend that unique selling proposition tooth and nail. Because the problem isn’t the price—it’s that the market still doesn’t understand everything you bring to the table.
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