It s Not Always Price Selling in a tough market tends to make a competitor hungry enough to lower prices to buy market share. If it was only about price, there would be only one supplier per industry since customers would only buy from the supplier with the lowest price. There are many more issues than price when customers seek new suppliers. Reliability of telecom services is one key element, as mentioned above. Many customers happily pay a premium for products and services if the features and services they are seeking are met to their satisfaction better.
Perception is the key.
If you position yourself as the least expensive vendor, you may have a hard time later selling service and quality. Ask yourself if your company is trying to be all things to all customers. If so, you are suffering from a delusion. With the pace of change in the telecom industry, no provider can keep their service people or their networks up to date with every product and service and still expect to have 100 percent reliability and coverage. But it isn't a realistic expectation.