One of the most common mistakes a salesperson makes trying to beat the competition is lowering the price. Sell more than just the price and you may just end up with what you were hoping for -- i.e., a signed contract. Reflexively lowering your price means you're thinking cheap. When a sales person thinks cheap, the customer thinks cheap. It may seem easy, even logical, but it actually leads to detrimental selling situations. For instance: a price war. It's easy to beat the other guy's price by $100. The problem is that the other company will quickly counter-drop. Now you're into something, and before you know it you're trying to talk the customer into giving his business to the other guy. Either that, or a third company steps in.
