BOOK: How to Sell at Margins Higher Than Your Competitors

The toughest challenge that salespeople and business leaders face today is the battle against lower-priced competitors. How ­you deal with that will probably determine whether your business thrives or dies. For decades, businesspeople have tried to solve the problem by cutting prices and mak­ing up the loss through higher volume. It's one of those old business myths that just won't die-but it's really just a recipe for disaster. Even if the strategy works in the short term, another competi­tor will probably come along and do the same thing to you! It's a vicious cycle that never ends, unless you find a way to break out of it.