"1. “The market sets the price. We can’t deviate from that”
There is no such thing as a market price! No two transactions are the same. Every customer is different, along with their willingness to pay. Similarly, every order is different, and so are the order volumes and delivery requirements. This means there’s a transaction price for every individual situation, but definitely no market price. The notion that you cannot differentiate prices because you would deviate from the market price is far from the truth. Defining value drivers, such as customer potential, volume or delivery time, and using them to differentiate prices, are simple examples of how this can be done.
2. “The competition always undercuts our prices. We have to follow and match them”
This is the recipe for a price war.
Whether you started the price war or not, you should definitely be the first one to stop it."[Moi ici: Um conselho tipicamente alemão]
Trechos retirados de "The five biggest myths of B2B pricing"