Simon Kucher & Partners did a study that found that a huge percentage of people thought that they were in a price war. But when you ask the people who thought they were in a price war, who started it. It was like 80% said the other guy started it. Remember that last deal that came in and the sales person said, ‘Hey, we really have to do a deep discount. Otherwise, we're going to lose this.’ And so we did a deep discount.  What is your competitor just seeing? They just saw you competing on price. "Don't compete on price, compete on value." - Mark Stiving We often think our competitors are competing on price, wherein truth, they're thinking the exact same things we are. How can we win more deals at higher prices? How can we change the conversation to value instead of price? So my recommendation is to focus much, much more on value than on price.  See, if we can win deals that way your competitors are trying to do the same. We hope you enjoyed this podcast. If you see have any questions or feedback please email me mark@impactpricing.com.  Now go make an impact. Connect with Mark Stiving:  Email: mark@impactpricing.com LinkedIn