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Price is important to position your product/service. In most cases, price isn’t everything. Unfortunately, many small businesses and sales people believe that price is everything.
When you race to the bottom, with the belief you need to be the cheapest, your often leaving money on the table and cutting off the life blood of your business. You also may be competing with and duplicating an unsustainable business model.
Cheapest is usually not the position you need in the market. Lowest price is where mass production products thrive. You, the small business owner, need to show value and hold your margins.