Sales Leaders Don’t Discount Their Price

After speaking at a conference recently, a sales manager approached me to say how his company is seen as the premier company in their industry for their quality and service.  He went on to say how everyone loved them, and then he dropped the bombshell.  He said the big reason they were the leader was because they would cut their price to match any competitor’s price.  With that statement, I lost it!
My response to him was, “If you’re the leader in service and quality, then why do you have to cut your price to match everyone else?”  His response shocked me even more.  He said, “If we didn’t cut our price, then we’d lose a lot of business very quickly.” With that statement he proved that his statement about quality and service was a sham.
If you’re the leader, then act like the leader and lead with your pricing, and that means