On Friday, on my travels home from gym, I spoke to two small building business owners and both complained about crazy pricing from new competitors. They said they couldn’t build houses for these prices and had both decided to scale down their businesses.
The reality is that whatever you do; sell houses, consulting services or anything else, there is always someone prepared to do it for less.
So, stop competing on price. Stop competing in a way that even when you win, you lose.
Move the conversation from price to benefits and value. Design your offering so there is no apples for apples comparison.