Instead of price discounting and positioning yourself as a commodity, why not offer to deliver it to my house, mount it on the wall, ensure the picture quality is spectacular and ensure that it works perfectly with all my peripherals. Now you’re giving me pain relief, and price becomes less important than if you’re selling me a commodity with a list of features and benefits. In the above example, even though you might be selling the exact same TV as your competitor, if you package it up in a way that takes away my pain, then you’ve won my business. It’s also much more likely I’ll become a
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