Its frustration at its extreme: your company has created a powerful offering, with strong value for the customer and a real advantage over competitors. Then suddenly, you find yourself in a pricing war, where every conversation is about price. Why? Its the result of an aggressive competitor whose plan is to engage in a price war -- even if it means losing money to gain market share. So how do you get yourself out of this situation and back to selling value and creating profit?

It's easy to be pulled into a pricing war but cutting prices is not your only choice. The other choice is to turn up your marketing effort and create a industry leading value message which sets up your company to have higher prices than the competition. There are two critical aspects to creating that marketing advantage:

• Customer centricity: a shift towards messaging which speaks the language and angle of the prospect to a much greater degree
• Targeting: separately targeting key customer

This combination of advanced marketing strategies provides a critical advantage to your company - an unlevel playing field where key prospects don't see competitors at the same level as your company. With that in mind, only the most price sensitive customers will rely solely on price to decide which company to go with. The less price conscious (and more valuable long term customers) will understand that “they get what they pay for” and that there is a reason why some companies are offering lower prices -- and that is LOWER VALUE.