The Dangers of Leading with Price
You are behind on your sales quota for the quarter or year at Acme Cool Products, so you are looking to make up some ground and get back on track. Like Willie Sutton who robbed banks because “that’s where the money is”, you think about taking some business from your competitors. After all, you already know their customers buy the product or service; it is just a matter of getting them to buy from you at Acme Cool. If you are thinking, “I just need to find out what they are paying today and beat that price”, DON’T DO IT! Leading with price rarely works for any meaningful period and is frequently harmful to the health of your territory or business.