There is a big difference between selling your cost versus selling your value. You want to build a brand, not a cheap commodity. Companies that sell on cost comparison end up losing in the end. The secret is to understand your value, those things that a price tag can not measure. It's not about racing to the bottom along with everyone else. It's about understanding what you're really selling, and being able to effectively communicate that value in a way that puts your cost into perspective. Article: If a Customer Says Your Product or Service Is Too Expensive, This Is What You Should Say