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If sales are down because your competition is aggressive and price is the main driver, you don’t have a pricing problem, you have a framing problem. Framing who your customers are. Framing how they can get more from you. Framing why they should buy from you instead of the others. Framing what you’re offering. Framing what they’re buying. Because, if price would really be the decisive factor, going lower than your competition by 10 or 100 would make it a no-brainer and you’d be selling more. Unless price is not really the one. |