How to stop competing on price and start competing on value in B2B

How to stop competing on price and start competing on value in B2B

In the B2B world something very common happens: many companies offer similar services, promise the same thing and end up trapped in the same basic and very common dynamic: lower prices to win customers.

The problem is that competing on price alone, the lowest price affects your profitability directly and also makes your offer lose value in the eyes of the customer. When everything is focused on “how much it costs”, the customer stops looking at results or quality and ends up choosing the cheapest, not the best.

Why is competing on price a trap?

Lowering prices may work once. But when it becomes the only strategy, the business enters a cycle that is difficult to sustain.

If your business does not clearly communicate why it is different, the customer has no reason to pay you more. According to an analysis on brand positioning, when a value proposition is not clear, the only thing left is to compete on price (AliceHat, n. d.). And in markets where there are many options, that makes you replaceable.

B2B buyers are looking for more than just a cheap supplier

Business customers no longer shop the way they used to. Before contacting a supplier, they research, compare options, review content and look for clear signs of trust.

According to a study on B2B positioning, perceived value and credibility are decisive factors for differentiation in saturated markets (Brixon Group, 2025). This completely changes the game: the winner is no longer the one who charges the least, but the one who provides the most value and knows how to communicate it.

So what does it mean to compete for value?

Competing on value means that the customer does not choose you because you are the cheapest, but because you are the one who best solves their problem and generates a concrete result.

In B2B, decisions tend to be more rational and long-term. That’s why customers look for strategic partners, not just suppliers. When your offer focuses on impact, trust and real benefits, price ceases to be the center of the conversation and becomes a consequence of the value you deliver.

At Apros we help B2B companies differentiate themselves, better communicate their value proposition and turn their digital presence into a real competitive advantage. Ready to leave the price war behind and start competing on value?

Source:

Brixon Group (2025). Price vs value leadership: The right positioning for sustainable margins in B2B. https://brixongroup.com/en/price-vs-value-leadership-the-right-positioning-for-sustainable-margins-in-b2b/