One of the most prevalent mistakes in any business is thinking that a lower price than the competition is always a good business strategy.  The notion that customers will be attracted to the lowest priced vendor seems reasonable at first, until the deeper meaning of such a strategy is uncovered.  For starters, there is likely someone else capable of delivering the job at an ever-decreasing price point.  Secondly, reducing price to win business signals to the customer that your offering may not just be inexpensive, but also “cheap.”

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