How do you fight a price war with positioning/messaging? Can you even?
Often my sales team goes up against competition that undercuts our pricing and heavily so. The buying decision quickly comes down to "who's proffering the cheapest price" -- platform value communication is rarely successful. How does one navigate this situation/How have you?
3 Answers
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • Apr 8
The short answer is "Yes." You can fight a price war with positioning. That said, it's really hard. And, if you're already in a price war you've lost the high ground your...
786 Views
Bloomreach VP, Product Marketing • 9mo
You can. But if you're consistently getting out priced - I would really ask the question, 'are you priced and packaged well for your ICP?' A willingness to buy study, Wyn...
1947 Views
Upcoming Event
Mastering Market Research
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
There are many reasons why a price war could happen, and without more context into the market/players, it would be hard for me to say. It’s true that for nearly all trans...
4623 Views
Related Questions
How much bearing does your competition have on your messaging?How do you think about pricing and packaging as it relates to competitive positioning?What do you use or do to get people to buy into your positioning plans and consistently using them?What's the process you use to uncover competitor pricing?What are the top documents you create when working on Competitive Positioning programs? What is the difference between messaging and positioning?