Somebody is always cheaper. Say something useful about it.

The cheaper competitor exists in every market, and the buyer knows it. Pretending otherwise leaves them to work out the difference alone, which is a job they will do badly and not in your favour.

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Address the price difference directly by explaining what the extra buys in concrete terms: what is included that others exclude, what happens when things go wrong, and what the cheaper route typically costs later. Never disparage competitors by name, and give buyers questions they can ask anybody.

Silence loses this argument

If your page says nothing about price differences, the buyer compares two numbers and picks the smaller one. That is not stubbornness; it is the only comparison you gave them.

Providing a second dimension is what changes the decision, and it has to appear on the page, because the person deciding is often not the person you will speak to.

Explain the difference in concrete terms

Vague claims about quality and care do not survive comparison. Specifics do, because they can be checked against the other quote.

  • What is included in your price that is commonly charged extra elsewhere.
  • What standard of materials or specification you use, precisely.
  • Who does the work, and what happens if they are unavailable.
  • What happens if something goes wrong, and for how long.
  • How long it takes, and what a slower or faster option costs.
  • What is not included, so the comparison is fair in both directions.

Give them questions to ask anybody

One of the strongest things a pricing page can do is arm the buyer with questions. What is not included in this quote. Who will actually be on site. What happens if the work fails in a year.

This is genuinely helpful, it applies to every supplier including you, and it quietly reveals the differences that a bare price hides. Buyers remember whoever helped them think.

Never disparage a named competitor

Criticism of a named business reads as insecurity, and it carries real risk: claims about another company are checkable, and getting one wrong is a problem you do not need.

Describe approaches rather than firms. Some suppliers quote without a survey, which is faster and produces more variations later, says everything without naming anybody.

Be honest about when cheaper is right

Sometimes the cheaper option genuinely suits the customer, and saying so is more persuasive than pretending otherwise. For a small, simple, short-term job, an elaborate process is a waste of their money.

Naming those situations makes everything else you say more credible, and it removes enquiries that would have been unsatisfying for both sides.

Do not compete by discounting quietly

The tempting response to a cheaper quote is to reduce yours. Doing so tells the customer that your first number was not honest, which affects everything that follows including your invoices.

If you need to close a gap, change the scope rather than the rate: remove something, phase the work, or offer a smaller version. The price then reflects a different job rather than a different attitude.

How Licheo writes this section

We address the price difference in specifics, without naming anybody, and include the questions a buyer should ask every supplier they are considering.

Where a cheaper option genuinely suits somebody better, we say so. It costs an enquiry that was never going to work and it makes the rest of the page believable.

Part of a larger guide

This page is one part of The pricing page. The other parts:

Questions people ask

How do I handle a cheaper competitor on my website?
Explain the difference in concrete terms: what is included that others charge extra for, what happens when things go wrong, who does the work, and what the cheaper route typically costs later.
Should I name competitors on my pricing page?
No. Criticism of a named business reads as insecurity and carries real risk, since claims about another company are checkable. Describe approaches rather than firms.
What is the most effective thing to add?
Questions the buyer can ask any supplier, including you. It is genuinely helpful, it applies fairly to everybody, and it surfaces the differences a bare price comparison hides.
Should I admit when a cheaper option is better?
Yes, for the situations where it genuinely is. It costs you an enquiry that would have disappointed both sides and it makes every other claim on the page more credible.
Should I discount to match a cheaper quote?
Change the scope rather than the rate. Dropping your price tells the customer the first number was not honest, which affects how they treat every figure you produce afterwards.

Give buyers a fair way to compare

Specifics rather than adjectives, questions they can ask anybody, and honesty about when somebody else suits them better.

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