How to avoid competing on price

The global market is flooded with commodity products, and with companies eager to sell them.
They asked me, "How can we avoid lowering our price when other supplies are always ready to drop their price lower than ours? How can we cultivate customer loyalty without discounting ourselves right out of business?"

The answer to this dilemma was to deliver more value than companies who compete only on price. But how do you add more value when the product is a commodity?

Of course you don't give all the information to every customer or prospect all at once. Rather, you should trickle it out over time, keeping your company top-of-mind throughout the year and first-in-mind when their prospects and customers are ready to buy.

Focusing on product and price keeps you in the same arena as every other vendor, scratching each other with deep discounts until everyone bleeds red ink. Don't go there. Instead, build a better reputation by informing, educating, managing and motivating your customers to think frequently about you and then to take their buying actions to you.