Banks, attorneys, copier companies, ad specialty companies, air conditioners, staffing companies, or whatever, are perceived by the customer as pretty much the same. Well, sort of. But that's not easily discernable if YOU look like, and act like, and say the same as your competition. And so, to differentiate yourself you try to reduce your price. And then you begin whining to your boss that your prices are too high.
Lower price means less services provided to the customer.
Your actions, statements, and responses determine how the prospect or customer perceives you. If you are perceived the same as the rest, you will lose to whomever has a lower price than you. Or really lose if you are the lowest price. Lowest price also means lowest profit. Then you begin the downward spiral of doom.