Friction sales vs fluid sales
Some sales feel like pushing a refrigerator across the floor. Others slide. The difference is rarely the salesperson — it's what the customer already feels when they arrive.
Book · 2022
Vende más
How to attract thousands of customers eager to buy from you
How to attract customers who are eager to buy from you.
- Year
- 2022
- Publisher
- Shopology
- Pages
- 292
- Language
- Spanish (original edition)
What it's about
Almost every business lives the same scene: an outstanding product or service that is still hard to sell. The normal reaction is to hunt for tactics — more ads, more discounts, more calls — and the tyranny of tactics eats your time and your margin.
Vende más offers another route: understand why people actually buy, then deliberately design the experience they live before, during and after buying. When that experience is clear and coherent, selling stops being friction and becomes fluid.
The book walks through brand identity (who are you?), customer choice (who do you serve?) and the way you serve them, with models, real case studies and exercises to apply each idea immediately.
Who it's for
- Founders and business owners who sell well but not enough.
- Sales leaders and commercial teams who already know every technique.
- Brands competing on price that would rather compete on experience.
- Anyone tired of begging for the sale.
Core ideas
You don't sell products, you sell emotions
Customers don't buy features. They buy what they want to achieve, avoid or feel. Identify that emotion and you stop convincing and start helping.
The revenue formula
Specialization, reach and sales channels — three concrete levers that matter long before any closing trick, and the reason the price-quality-service triangle is an illusion.
Selling vs serving
If selling makes you feel guilty, you're probably selling badly. Serve or manipulate: that choice defines the business you end up building.
Contents
What's inside
Introduction
- Why don't customers buy if my product is outstanding?
- The tyranny of tactics
Part I. Selling in the experience economy
- Why is selling so hard?
- Friction sales and fluid sales
- Do you beg to sell, or do people beg to buy from you?
- The formula to grow revenue
- The illusion of the price-quality-service triangle
- How do your customers decide?
- The experience economy
- Selling vs. serving
- The five reasons you're not selling
- Customer experience and its elements
Part II. How to build a customer experience that sells
- The trilogy of an extraordinary customer experience
- Who are you? Purpose, archetype and movement
- Who do you serve? Tribe, empathy map and focus
- How will you serve your customers?
- Serve or manipulate: that is the question
- The art of customer experience
Part III. Resources
- Case 1. A frustrated lawyer
- Case 2. A business that smelled like fish
- Case 3. The heartthrob factory
- 29 tips to turn likes into sales
- Get to work
Free chapter
Read a full chapter before you buy.
Leave your email and I'll open a full chapter right here on this page — translated into English, no downloads required.
The book live: keynotes
These keynotes bring the book's ideas to your team, with stories and examples grounded in the work they actually do.
The Power of Customer Experience to Sell More
Don't just design what your customer will do. Design what they will feel.
Empathic Selling
Stop selling products. Start understanding people.
Related reading
- Friction Sales vs Frictionless Sales: Why Selling Feels So Hard
- The Revenue Formula: Specialization, Reach and Channels
- Selling vs Serving: If Selling Makes You Feel Guilty, You're Selling Wrong
- Give People What They Need, Not What You Want to Give
- Are You Handling Requests or Reading Emotions?
- How Much Does a Keynote Speaker Cost? The 7 Factors That Move the Price