When customers keep comparing you on price, it is a signal — they do not yet see a reason to choose you for anything else.
Price fills an information gap
Without a clear difference, price is the only thing left to compare. The market falls back on it by default.
Discounts make it worse
Competing on price trains customers to expect discounts and erodes perceived value further. It is a downward spiral.
Shift the conversation
Make value and difference obvious through positioning. When customers perceive distinct value, price stops leading the conversation.