"Not losing deals is a clear indication you are leaving money on the table"

"When you lose on price, it really means that you didn’t deliver enough value for the price. Both sides matter.
.
To avoid losing, you can do two things: lower your price or increase the value you deliver. Lowering your price is usually a horrible idea, so how can you increase value?
.
Create more value by improving your product. You can add more capability, more features, more services. However, these additions must be valued by your market or you still won’t win at your price. Talk to your market to be certain what you are adding matters to them.
.
Communicate your value better. You could have the best product in the world, but if your market doesn’t know it, you won’t get paid for it.
...
As a rule of thumb, if you aren’t losing 10 percent of deals based on price, you should raise your prices. Of course, there is an emotional cost to losing deals, but we have to get over it. We are in the business of making money. Not losing deals is a clear indication you are leaving money on the table."

Trechos retirados de "Losing on Price"