Paul discusses some techniques to safeguard your customers from the lure of cheaper alternatives. Show Notes  Focus on the unknowns your customer may face with a cheaper competitor. Will they have the inventory, the service, the quality? Highlight what the customer would lose by going with the cheaper alternative (i.e., your reliability and knowledge). Social pressure carries a lot of weight. Utilize your internal champions and influencers to remind the customer of why they went with you in the first place. Being customer focused means acting in the best interest of your customer. This may mean helping them get out of their own way. Visit www.ToughTimer.com to get started on the 30-Day Tough-Timer Challenge! Order your copy of Selling Through Tough Times from Amazon or Barnes & Noble! Click here to purchase the latest edition of Value-Added Selling! *** Thank you for tuning in. Our show is updated weekly with the questions you ask. So, please go to the home page to ask the question that you want answered. Thank you to our production team at The Creative Impostor Studios. Be sure to follow our show in your favorite podcast app and share this episode with a colleague or friend. And most importantly...make it a big day.