Sometimes a competitive situation will prompt a sales rep to think about lowering price and competing strictly on a price basis. But is it always necessary to lower a price to secure the business? Not always. This will depend largely on two things; 1) the depth of the relationship with the customer and, 2) any added value your product, service or organization brings to the deal. Lowering price has an immediate and direct impact on the bottom line. It should not be a routine matter to lower prices to match competition unless you are in a true commodity business, and even then there could be ways to differentiate.
Good Luck & Good Selling!
Russ
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