Everywhere we go – regardless of the industry with which we’re working or the market position of the company we’re helping – we’re asked about how to win more sales. Or, just as often, we’re asked how to stop losing sales to competitors who undercut price.
This is true for manufacturing companies competing in the global market against rock-bottom-cost Chinese suppliers. It’s true of service providers who find themselves defending their pricing against a competitor who has commoditized a particular product or service and made it difficult to differentiate.
In cases like this, where the major issue becomes price, the best strategy to compete is to learn to sell on value.