MOVE 60 · OBJECTIONS, CONCESSIONS & TRADES · FREE
Answer 'Your Competitor Is Cheaper'
Respond to competitor price comparisons by clarifying the difference in what is delivered, rather than reflexively matching the lower number.
Matching a price you have not compared is conceding to a ghost.
WHY IT WORKS
Competitor comparisons are often incomplete: different scope, guarantees or quality. Calmly clarifying the difference lets the buyer make a real comparison, positions you as confident, and protects your margin. When the competitor genuinely is equivalent, you can choose to match deliberately.
WHEN TO USE IT
- A client says another provider is cheaper.
- You are losing deals on price without understanding why.
WHEN NOT TO USE IT
- The competitor's offer is genuinely equivalent and you want the deal enough to match.
- You would need to disparage the competitor to make your case.
SIGNALS IT FITS
- Comparisons cite only a number, not scope.
- You feel pressure to match immediately.
PREPARATION
- Know your three main differentiators.
- Prepare a simple comparison checklist (scope, timeline, guarantees, support).
STEP BY STEP
- Thank them for sharing.
- Ask what the other quote includes.
- Highlight the differences factually.
- Decide whether to hold, adjust scope or match.
OPENING LINE
“Thanks for telling me. Can we compare what each quote actually includes?”
SCRIPT
That's useful to know. Does their quote include the twelve months of support and on-site training? Ours does, which accounts for most of the difference.
LIKELY RESPONSES & COUNTERS
- If they confirm the competitor includes everything
- Decide deliberately whether to match, differentiate further, or let it go.
- If they realise the scope differs
- Ask which elements matter most and whether a tiered option fits.
SECOND MOVE
If price remains the barrier, use Offer Tiers, Not Discounts.
FOLLOW-UP
Track lost deals by reason to see whether a price change is genuinely needed.
COMMON MISTAKES
- Criticising the competitor.
- Matching the price before understanding the scope.
WALK-AWAY CONDITIONS
- An equivalent competitor offer is cheaper and matching would put you below your floor.
EXAMPLE (FICTIONAL)
A cleaning firm told 'others charge 20% less' walked a facilities manager through supply, insurance and staff vetting included in their price. The manager stayed and later shared the comparison with her CFO.
ETHICAL BOUNDARY
Compare honestly and never misrepresent a competitor's offering. Disparagement is unprofessional and can carry legal risk.
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Content version 1 · Drafted by Power Move IQ Editorial · Not yet human-reviewed · Educational decision support, not legal, financial or employment advice.