सूत्र Sutra · Udyamnīti

Sell on price and you have named your replacement.

Sutra 05

Nikhil Sharma · उद्यमनीति Udyamnīti · 19 August 2026 · 1 min read

I run GoCommercially, which puts its price on the tin, and Fabulous.Media, which competes against discounts every week.

Sell on price and you have named your replacement.

It came from losing. Three times in one year an account I had priced honestly went to a firm a third cheaper, and three times inside two years it came back. The firm that won on the number had not won a client. It had rented the account until the next lower number arrived, and the client had learnt that the rent was negotiable. Whoever sells on price has described, in advance and in public, how they will be beaten. Then I read the medical travel tables and found a whole country doing it.

It rules out the discount in the room. It rules out the rate card as the first slide. It rules out the national pitch that leads with how little the surgeon costs rather than how many times she has done it. It does not rule out a published price. A price on the tin is attached to a described outcome and it holds. A low price is attached to a hope and it moves.

It costs you the pitch you would have won and the quarter in which the cheaper firm has the account and you have the principle. It means saying in one sentence what happens if the client pays you, and losing gracefully to anyone who says it better. The one who is merely cheaper is not a competitor. He is the next name on a list you agreed to join.