Beating the price cutters

What to do when the competition are cheaper than you

When competitors cut their prices the temptation is, of course, to cut yours too.

But that sort of behaviour can quickly turn into a price war. And while that might be good news for customers in the short run, unless you actually want to throw away your profits, it certainly won’t be good news for you. And it probably won’t be good news for customers in the long run either, since price wars often force smaller companies out of business . So, with less competition than before the price war, the survivors start putting prices back up again. Sometimes to an even higher level than they were before the price war!

Clearly it is in everyone’s best interests to prevent all of this happening. But how?

That's the topic for the February 2026 McKellens Masterclass.

We will be looking at the key strategies of

Focussing on quality and service

Alerting customers to the risks

Linking a price cut to smething else

Creating a lower priced alternative

Changing the price of a few products / services

Bundling extras

Using low costs to keep prices high

You are guaranteed to go away from the session with an action plan which you can implement and not get dragged into a price war.