Don’t Play Follow the Leader on Price

February 9th, 2010

By Tom Reilly, author of “Crush Price Objections”

You cannot be a leader if you are a follower. You cannot be a market leader if you are a price follower. If the competition does something dumb or desperate with their prices, why would you follow their lead?

Why should you have to follow the competition’s lead on price and get cheaper to compete with them? Why shouldn't they have to get better to compete with you? If you are better than the competition and still follow their price, does that mean you will lower your value to match their lower value as well?

If the competition is desperate, why offer them cover by matching their price? It camouflages their desperation and hides it from the customer. You cannot apologize for your competition’s price; you can only explain your value.

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