Few things strike such fear into sales professionals as when a competitor lowers prices. The knee-jerk reaction is to go toe-to-toe and price match. But this strategy is ultimately a zero-sum game; as prices drop and your solution becomes seen only as a commodity, it becomes harder to compete and harder to sustain profit margins. The good news is there are several effective and easily implemented strategies that can help you sell against lower-priced competition. Here are ten ways to play to your strengths, defend your turf, and even boost your bottom line when the competition drives down price:

  1. Differentiate

When is a competitor not really a competitor? When you can skillfully distinguish the competitive advantages of your company and its products or services. Again, if your solution is seen as a commodity, then why wouldn’t customers choose the lower price? Don’t let that happen. Make sure the customer knows what makes your offering different – and better!

  • Exploit a Feature That’s Taken for Granted

Even a feature or benefit that’s common to all players in your market space can become a competitive advantage if no one else is claiming it. Case in point: Liberty Mutual – the insurance company that promises you can “only pay for what you need.” Frankly, this isn’t unique in their marketplace; insurance coverage is based on the needs of the customer and the customer pays for what they need. But Liberty Mutual has turned this common practice in their industry into a perceived differentiator and competitive advantage. So, don’t overlook touting common practices – especially if the customer doesn’t perceive them to be common.

  • Sell Value

When prices drop, a good pivot is to sell value rather than price. Instead of relying solely on your Unique Selling Proposition, shift toward emphasizing your Unique Value Proposition. The differences might be subtle, but if you can differentiate well enough to make prospects understand the value of doing business with you, cost-based competition won’t be as big a threat. Make sure you have and know your Value Proposition statement.

  • Sell Service and Customer Care

Can you emphasize service after the sale, or a better customer care experience? If so, this is another key differentiator that can blunt the impact of lowered price competition. Today, customers expect personalized, responsive service, and service is often left out of the sales story.

  • Sell Speed

Is your company more responsive than your competitors? Do you offer a faster engagement process or buying experience? Can you get your product into the customer’s hands more quickly? These can all be critical deciding factors for customers.

  • Sell Simplicity and Ease of Doing Business

Is your company easy to do business with? When cost cutting leads competitors to cut corners and make buying complex and unpleasant, if you can simplify the customer experience, you’ll gain a buzzworthy competitive advantage.

  • Sell Quality

One key component of perceived value is the quality of your solution. If your product or service has an excellent quality record, emphasize that. It just might keep many customers from jumping ship if they fear settling for a lower-quality choice – even if that choice carries a lower price.

  • Sell the Fear

Change is uncomfortable. So, if you can emphasize the complexities and discomfort of changing from your brand to a lower-priced competitive solution, chances are you’ll be able to retain market share and gain long-term loyalty. Or share how your product/service takes any risk out operating their business.

  • Broaden Your Horizons

Is your historic market base too narrow to support price sensitivity? If so, it might be wise to look beyond perceived boundaries and expand your market. One way to accomplish this might be to seek and establish new strategic partnerships. With new partners in play, you can grow your market and boost your bottom line even if your overall market share remains static.

  1. Exploit Your Brand Equity

Lower price competition often enters a market without much else going for it than the price difference. So, if your company and its solutions have a solid reputation, use this to your advantage. Remind prospects of your longstanding trust in the marketplace. Customers who care about quality, relationships, and proven performance will likely remain in your corner.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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