You can’t control your competitor’s pricing. They can quote business at whatever price they want. It doesn’t matter whether you know that they don’t have the profit to deliver the results they are promising. It doesn’t matter that they are going to lose money. But you can’t do anything about their pricing.
Reducing your price doesn’t address their profitability, their promises, or that they can’t deliver. You can only create compelling, differentiated value.
You can’t control whether or not your competitor lies. It doesn’t matter that your competitor will commit lies of omissions and let your dream client believe that they can have something without doing what’s necessary. It doesn’t matter that they are being dishonest. And it doesn’t matter that your client doesn’t realize that they are being lied to.
You can’t keep your competitor from lying to your dream client. You can’t be a professional and lie. All you can do is create the trust and the relationships.
You can’t keep your competitor from calling on your clients. Your competitors are going to call on your clients. They are going to work on developing the same kind of dissatisfaction that you developed when you won the account. They may offer your client a lower price. They may even lie.
You can’t control whether or how often your competitors call on your clients. All you can control is the value that you deliver, and then new value, and then new value, forever and ever, amen.
Your focus belongs on the things that you control, and your competitor isn’t something that you control.