Price isn't everything: why customers buy knowing someone is cheaper
Most business owners think customers compare on price alone. Price is one of six things they weigh — and you are ignoring the other five.
Pricing and competition
If you set your price by looking at a competitor, you are not pricing — you are following. This series is about setting your price and understanding your competition without entering a price war you cannot win.
Price isn't everything: why customers buy knowing someone is cheaper
Don't compete on price — compete on value, focus and service
If you are just starting, competing on price is the fastest way to close. Three other arenas you can win in while you are still small.
"We have the best price and the highest quality" — the line that loses you customers
When you claim to be both the cheapest and the best, the customer does not believe you. How to pick one promise and defend it.
You definitely have competitors — even if nobody sells your exact product
A competitor is not whoever sells what you sell; it is anyone solving the same problem for the same people. How to find them before they take your customer.
Not everything your competitor does needs copying
They launched an offer, opened a branch, joined TikTok — and you ran after them. When copying is right, and when it just burns your money.
No business has zero competitors: direct versus indirect
Not everyone in your field is a competitor, and not every competitor is in your field. How to map your competition properly and stand out instead of imitating.
Pepsi versus the juice shop: your competitor is not who you think
Pepsi does not only compete with cola — it competes with anything a person might drink. This example changes how you see your whole market.
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