The Pricing Trap: Why Price Wars Happen When Sales Lacks Product Intelligence
- Sunil Dutt Jha
- Mar 30
- 6 min read
In the heat of a negotiation, when a client hesitates, what’s the first move many sales teams make?
“Let’s discount to win the deal.”
It’s not cowardice. It’s confusion.Sales often isn’t armed with the strategic clarity or product intelligence needed to defend value. So they default to the only lever they control: price.
But here's the catch—price is never just one number.
Most enterprises treat pricing like a flat sticker, when in reality, it’s a bundle of 20 components—each with real cost, perceived value, and margin implications. And when these components are misunderstood, misaligned, or invisible, price becomes negotiable even when it shouldn’t be.
Let’s explore why price wars happen—and how Sales Anatomy V1 turns pricing into a strategic weapon.
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