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In highly competitive markets, the buying decision is usually based on price, and why not. Everyone is trying to undercut each other, and the product appears to be a commodity. So why not go for the cheapest offer?
Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.