Price matching sounds simple—just lower the cost and close the deal, right? But competing purely on price undermines value, erodes margins, and sets the wrong precedent.
When a prospect asks, “Can you match a competitor’s price?” they might really be saying:
“I need a reason to justify paying more for your solution.”
“I’m testing to see if I can get a better deal.”
“I don’t fully see the difference between you and the competitor.”
This is your opportunity to shift the focus from price to value, differentiation, and ROI.
Why Prospects Ask for Price Matching
Testing negotiation flexibility – Some buyers ask just to see if they can get a lower price.
Struggling to see differentiation – If solutions appear similar, price becomes the deciding factor.
Facing internal budget constraints – Justifying a higher cost requires a clear value case.
Weighing risk vs. reward – A lower-cost option feels safer unless the benefits of investing more are undeniable.
How to Respond Without Just Dropping the Price
1. Ask Why They’re Asking
Before discussing price, understand what’s really driving the request.
Example: "I hear you. Just out of curiosity, what about their offer stood out to you?"
GPT Prompt:
Generate a response that uncovers whether the price match request is about budget constraints, value perception, or negotiation.
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2. Highlight Differentiation
If your solution provides more value, support, or ROI, make that clear.
Example: "I understand pricing is important, but let’s look beyond cost. Unlike [competitor], we offer [key differentiator: faster implementation, better support, advanced features]. That’s why our customers choose us—even at a higher price."
GPT Prompt:
Create a response that positions our unique value over the competitor’s offering.
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3. Show the Cost of Choosing the Cheaper Option
Sometimes, the lower-cost solution ends up costing more in the long run.
Example: "A lot of businesses have switched to us after realizing that the cheaper option ended up costing them more—whether in lost productivity, lack of support, or hidden fees. Have you factored in the full picture?"
GPT Prompt:
Craft a response that highlights the hidden costs and risks of choosing a lower-priced competitor.
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4. Focus on ROI Instead of Price
A higher upfront cost often means higher returns.
Example: "We don’t aim to be the cheapest—we aim to provide the best return on investment. If we can help you increase revenue by 20% or save 10+ hours a week, doesn’t that justify the difference?"
GPT Prompt:
Generate a response that reframes the discussion around ROI instead of price.
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5. Offer Flexible Terms Instead of a Discount
If budget is the concern, offer a solution without devaluing your product.
Example: "I totally get that budget is a factor. While we don’t match prices, we can explore flexible payment plans to make it easier to get started. Would that help?"
GPT Prompt:
Create a response that offers payment flexibility without reducing price.
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6. Use Social Proof to Reinforce Value
Let them know other companies made the same choice—and saw big benefits.
Example: "One of our customers considered going with a lower-cost competitor but ultimately chose us because of [stronger results, better support, long-term scalability]. They saw [key success metric] within months. Want to hear their story?"
GPT Prompt:
Provide a response using a customer success story to reinforce why our solution is worth the investment.
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7. If You Must Adjust Pricing, Trade for Commitment
If price flexibility is necessary, ensure it benefits both sides.
Example: "We typically don’t discount, but if you’re open to a longer commitment, I may be able to offer more favorable pricing. Would that work for you?"
GPT Prompt:
Craft a response that ties a price adjustment to a trade-off, such as a longer contract or upfront payment.
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Cheat Sheet for Handling ‘Can You Match a Competitor’s Price?’
Response Strategy
What to Say
GPT Prompt
Ask Why
“What specifically about their offer stood out to you?”
"Help me uncover the reason behind the price match request."
Highlight Differentiation
“Unlike [competitor], we provide [key differentiator], which is why customers choose us.”
"Generate a response that emphasizes our unique value over a lower-priced competitor."
Show the Cost of Choosing Cheap
“Have you considered the hidden costs of going with a cheaper option?”
"Create a response that highlights the risks of choosing a lower-priced alternative."
Focus on ROI
“If we help you increase revenue by 20%, doesn’t that justify the investment?”
"Reframe the conversation around ROI instead of upfront cost."
Offer Flexible Terms
“We don’t match prices, but we can offer flexible payment options to help.”
"Create a response that offers payment flexibility without reducing price."
Use Social Proof
“Other companies hesitated too, but they saw [key success metric] after choosing us.”
"Provide a customer success story that reinforces the value of our solution."
Trade for Commitment
“If you’re open to a longer contract, we can discuss more favorable pricing.”
"Craft a response that ties pricing adjustments to a commitment."
Final Thoughts
Price matching isn’t a strategy—it’s a race to the bottom. Instead of competing purely on cost, help your prospect see:
Why your solution offers more value than the cheaper option
How investing now leads to better ROI and long-term savings
That flexibility (not discounting) can help them move forward
Real-world proof that companies like them chose value over price
A competitor’s lower price shouldn’t dictate your worth. Your role is to show why your solution is worth every dollar.
How DocketAI Can Help
DocketAI gives sales teams instant insights to handle price objections with confidence. From competitive comparisons to ROI-backed responses, we help you prove your value—without dropping your price.
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