"You believe that your prospective client is going to make their decision based on price. You believe price is the factor that will override all other factors. You believe that there is no way to win without beating your competitors on price.Trecho retirado de "What If Your Competitor Believes Something Different"
Your competitor believes that that same prospect is going to work with someone they know, like, and trust. They believe the overall value and the relationship will be the decision criteria the prospect will use to decide.
You are entitled to your beliefs. Your competitors are entitled to their beliefs. You have noting to worry about unless their beliefs are more empowering and more closely reflect the truth."