Very well said. I don't work for JnJ. I work for another device company. My main competitor for a long time was a Boston Scientific rep who consistently sold on price. He'd always go lower. Well guess what. Bard would come in behind him, and then beat his price. Then some time would go by, and some knock-off-me-too would follow Bard and go even lower. Then there would be a problem and I would get called...
I kept telling the Boston rep "You're being really shortsighted. You're going to work yourself out of a job - competing on price. You have to bring value in other ways and only use price as a last option. He didn't listen. He took some business, for sure. But guess what? He was let go recently, and the majority of his accounts are now "house accounts". They are being managed from inside. So I'm going around now, picking them back up, because I will show up, help them, train them, etc. Really dumb. So don't compete on price.
