The “Doing What We’ve Always Done” Excuse
Joe complained that his customers care only about getting the lowest price. “We struggle to be competitive and still offer more than our competition. But when push comes to shove, we do what we’ve always done and wind up negotiating only our pricing. We can’t grow by operating like this.” I asked why he was convinced that price was his customers’ primary decision driver. It turns out that Joe never asked his customers why low …
