Bumping up against a cheaper competitor, especially in tighter economic times, is a fact of life. Hoping it won’t happen isn’t a good strategy to deal with the problem. What you need to do is take proactive steps to differentiate your business in the minds of the customer, because if you can’t express logical reasons why your offer is better, the customer only has one point of differentiation to guide them…..the price.
The key to doing that is making certain that the customer — not your service or company — is the core of all your sales messages and make sure that there are financial proof-points. Here’s what you do: