It’s time for competitive clarity in the marketplace. David Gomez brings a fresh perspective on how to defend your value, arguing that you don’t need low prices to stay competitive, but instead customers need to understand the value you are offering. Simply put…bold differentiation drives profitable growth.

A renowned international keynote speaker and bestselling author of seven books, several of which have been translated into English, David is backed by 15 years in corporate sales and marketing and 16 years helping global brands thrive in Latin America’s fiercely price-driven markets. His masterpiece, Stop Competing on Price (originally Bueno, Bonito y Carito), known as the bible of value selling, is a key reference in business programs at multiple universities and has been implemented by hundreds of companies.

It's the Small Things (originally Detalles que Enamoran), has become the go-to guide for organizations looking to differentiate themselves by creating memorable customer experiences in a simple yet powerful way. This provides insights into how to defend their value, inspire confidence and win without giving into pressure. His proven framework, The Value Shield, positions brands to lead with value—even in the most price-sensitive markets.

El silencio estratégico en ventas: cómo saber cuándo callar después de una pregunta clave permite obtener respuestas más honestas, fortalecer la relación y elevar el nivel de la conversación comercial.

David Gómez

Autor de Negocios Inmortales (2020), Yellow (2018), Detalles que Enamoran (2017), Bueno, Bonito y Carito (2016), El día que David venció a Goliat (2014) y Facebook Toolbox (2011). Entrenador de Marketing para América Latina, África y Medio Oriente con la ONG norteamericana Vital Voices. Antes de fundar Bien Pensado trabajó para Coca-Cola, DuPont, Avery Dennison, Varta Rayovac y el Grupo Latino de Publicidad. Administrador de Empresas, Especialista en Psicología del Consumidor y MBA. davidgomezgomez.com

Differentiation Expert | Sales Keynote Speaker | Bestselling Author | Helping organizations achieve profitable growth through value-based selling | #BeDifferent

Una mágica experiencia con el equipo de Natura México Avon México. Sigan haciendo la diferencia para cientos de miles de familias; porque recuerden, no hay mejor forma de ganarse la vida que tocar la de los demás!

#ContigoHastaLaMuerte

THE SPEAKER Atzel Jonatan Peña

El cliente suele llegar con una solución en mente, pero no siempre es la correcta. Escuchar su dolor es fundamental, pero su valor como profesional está en aplicar criterio y experiencia para definir el mejor camino. No se trata de obedecer instrucciones, sino de generar resultados.

#TipsBienPensado

La gente siempre puede resolver las cosas con opciones más baratas.

Y para demostrarlo, una de mis historias favoritas:

Llega un cliente con la camioneta golpeada a un taller automotriz...

Cliente: "¿Cuánto me cuesta el arreglo?"
Dueño del taller: "Por ser a usted que viene recomendado, $2 millones (US$550)"

Cliente: "Uy, esta carito... ¿No tiene una opción más baratica?"
Dueño del taller: "Pues tengo una opción de COP $20.000 (US$5)"

Cliente: "Nos vamos con esa..."

La gente siempre tendrá opciones más baratas. Cada cual decide cómo lo resuelve y cuánto está dispuesto a invertir.

En Latinoamérica siempre tendremos al que vende sin IVA, al que no le paga la seguridad social a los empleados, al que usa materia prima regular, y muchos otros artilugios de todo perfil de competidores.

Nuestra misión es defender el valor, independiente de lo que hagan los demás.

No le tema al precio de la competencia. Témale a no poder explicar los suyos.

[Extracto de la conferencia en el evento MNTS Mentes en Cali, Colombia, la semana pasada]

#BuenoBonitoyCarito #NegociosInmortales #DefendYourValue #StopCompetingOnPrice

Gracias Boston Scientific por la invitación a compartir en el Latam Senior Leadership Summit. Qué gran experiencia. Muy constructivas conversaciones alrededor de la generación de valor.

Does your company have a Chief Value Defender? If not, you may be leaving money on the table.

This crucial role is directly tied into ensuring that everything your company does is communicated through the eyes of your customers. This is very different from more traditional roles focused solely on revenue or financial key performance indicators (KPIs) like average price or margins.

 - A Chief Value Defender must ensure that the company's value proposition elements are translated into customer benefits, as these elements often often stay tucked within the company.
 
 - A Chief Value Defender should be capable of transforming arguments and internal company actions into relatable commercial arguments that sales teams can use to close deals

The bottom line... Defending value means being able to present an argument in the field, ensuring that the company does not lower its price to close a deal, but rather argues and lets people know why its offering is "remarkably different."

Are you ready to show the value of your offerings? Install a Chief Value Defender role

Is Price Really the Problem in Sales? Or Is It Value?

One of the most common objections in sales is:
👉 “Your price is too high.”
Closely followed by:
👉 “We have other options.”

But what if price isn’t actually the problem?

A powerful insight I recently revisited is this: Price is a consequence.

The perception of whether something is “expensive” isn’t based on the number itself — it’s based on what the customer believes they’re getting in return.

Price is what people pay.
Value is what people get.

Marketing and sales, at their core, are about clearly sharing the essence of your value. When customers push back on price, it often signals that we haven’t fully communicated the value proposition.

And here’s the key:
Customers aren’t just buying a product or service. They’re buying the entire value proposition — the combined impact created by different areas of your business.

Yet many salespeople struggle to:
- Articulate the full value behind the price
- Translate cost into business impact
- Connect their solution to real problems and pains
- Clearly differentiate from competitors

True differentiation happens when you deeply understand:

- What you have
- Why it matters
- How it delivers a different and meaningful benefit compared to alternatives

When value is clear, price makes sense.

So the real question isn’t, “How do we justify the price?”
It’s, “Have we clearly communicated the value?”

#StopCompetingOnPrice #DefendYourValue #ValueProposition #BusinessGrowth

Today a salute to sales people everywhere!

You are the ones who turn strategy into revenue, ideas into reality and promises into results. Your profession demands courage that most people never have to find and your work requires resilience most people never have to build.

Your success depends on believing in yourself when everyone else is saying no around you.

After speaking at hundreds of sales kickoffs, I have learned that the difference between a good event and an unforgettable one is its intentionality.

What do sales people really want? No matter the industry, sector or company culture, salespeople want five things from a kick-off...

1. Clarity: What is the direction? What matters most next?
2. Recognition: Do you see me? Do you value my effort?
3. Tools: Give me something practical I can use tomorrow.
4. Inspiration: Remind me why this work matters.
5. Energy: Make me feel stronger then when I walked in.

And an important reminder for leaders... 

Salespeople want to feel a part of something bigger than their territory or quota. They want leaders who speak their language. They want to leave with a renewed belief that the quarter, semester or year ahead is worth fighting for.

Next Thursday I'll be discussing the truths about sales kickoffs! 

#SalesKickoff #SKO2026  

Mirjana Novkovic Jan Madura

The Energy Anatomy of a Sales Kickoff

You can design the perfect agenda, choose the right venue and bring the perfect speakers, but have you ever stopped to think about how you are managing the energy? If not, you will miss something critical.

There are several truths you need to know about sales kickoffs. Knowing these and applying them to your organization could make or break your sales results for the coming year.

Every sales kickoff carries two parallel agendas:
1 - The official agenda: Numbers, strategies, launches and recognition.
2 - The emotional agenda: Energy, belonging, purpose and connection.

Many companies meticulously prepare the first and almost ignore the second. But it's the emotional agenda - how the room feels - that determines whether a kickoff creates a long lasting impact or fades into memory within 48 hours.

DON'T OVERLOOK THESE! 

Truth # 1 - Salespeople live in a emotional profession.
Truth # 2 - They can spot inauthenticity instantly.
Truth # 3 - Motivation is not enough.
Truth # 4 - One moment defines everything.
Truth # 5 - Energy is everything!

This is the foundation for success!

#SalesKickoff #SKO2026

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