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The Justin Goodbread Show

The Financially Simple podcast is your one-stop resource for small business owners. Gain unique insights into growing, refining, and selling businesses. You will hear ways business owners have reduced their tax liabilities, increased their income, improved office morale, saved for the retirement of their dreams, and more.
Host Justin Goodbread is a serial entrepreneur, CFP® (Certified Financial Planning professional), CEPA (Certified Exit Planning Advisor), and CVGA (Certified Value Growth Advisor) with years of experience guiding business owners from start to exit in their business.

Nov 14, 2022

In the tough economy we’re in, we frequently see fierce price wars raging between companies. Business owners are tenacious, bullheaded, and ferociously competitive people. We want to win at all costs, and all the time. But winning a price war can be dangerous—when we’re not careful with our emotions, we can find ourselves trying to win a race to the bottom. So, when you see your competitors drastically driving down their product or service price, don’t lower yours just yet.

In this episode, I discuss how we should respond as business owners whenever we find ourselves in a price war. I explain the negative impact of lowering your prices on your business, profit margins, product or service quality, and labor power. I describe how Apple increased its product sales by creating differentiation strategies and how Chick-fil-A outpaced its competitors without lowering their prices. I also share some strategies to implement in your business when facing a possible price war and outline other alternatives to lowering the price of your product or service.

“Whenever you see yourself engaging in a price war, you don’t necessarily need to respond in kind—you can create a differentiation and still keep your margins.” - Justin Goodbread


This week on the Financially Simple Experience:

  • Teen Wolf, Sears and Roebuck, and competing with prices
  • What price wars are and why they should be avoided
  • How engaging in price wars can reduce quality control
  • Why price wars and eliminating competitors can lead to higher prices in the long-run
  • The importance of assessing your competitors’ motives when they drop their prices
  • Creating creative differentiators instead of decreasing your prices
  • Developing strategic partnerships and creating great customer experience over low pricing
  • Educating your market on your quality and knowledge value


Our Favorite Quotes:

  • “We’re at a time in the economy where we may find ourselves in a war on price. Don’t race to the bottom of the prices. Instead, hold them firm.” - Justin Goodbread
  • “If you want to be a successful business owner and drive value in your company, you cannot compete on price. If you need to change anything, look at expense cutting or investing in marketing.” - Justin Goodbread
  • “We need to assess why our competitor is drastically reducing their prices on a product or service. A price reduction may have nothing to do with you—perhaps your competitor is just liquidating.” - Justin Goodbread


About The Financially Simple Podcast
If you are looking for a podcast that speaks directly to the challenges and puzzles of running a business, you’ve come to the right place. The Financially Simple podcast was built for you. With over 400 episodes and counting, our host Justin Goodbread covers a broad range of topics, from starting a small business, to prepping it for sale, to growing your personal wealth. Justin’s combination of analytical skills, tough love, and a healthy dose of experience delivers practical ideas that will benefit business builders at every stage of their business journey.

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Financially Simple is a division of WealthSource Partners, LLC (“WSP”), which offers investment advisory and financial planning services. All investing involves risk of loss, including the possible loss of principal. Past performance does not guarantee future results and nothing in this podcast should be construed as a guarantee of any specific outcome or profit. All market indices discussed are unmanaged, do not incur management fees, costs and expenses, and cannot be invested into directly. Business planning services offered by WealthSource Business Advisors, LLC (“WBA”).


This podcast is distributed for informational purposes only. The content of this podcast represents the views and opinions of Justin Goodbread and/or the podcast’s guests and do not necessarily represent the views and/or opinions of WBA, WSP or their affiliates or representatives. Statements made in this podcast are subject to change without notice. Neither WBA, WSP or their representatives, the podcast’s hosts or its guests have an obligation to provide revised statements in the event of changed circumstances. Statements made in the podcast are not to be construed as legal or accounting advice or as personalized advice of any nature. Listeners should conduct their own review of any statements made or strategies discussed and exercise judgment or consult with their own professional advisor to see how the information contained in this podcast may apply to their own circumstances.