ANSWER:

  You don’t need to match discounts. You need to differentiate:

• Lead with uniqueness / process: what you do differently—warranty, design support, fixed costs, post-sale care.
  
• Frame competitor deals as risk: “Free upgrades” sometimes hide costs, delays, or forced product choices.
  
• Use social proof & case stories: share stories where customers paid more and are happy with durability, resale, service.
  
• Offer guarantees: a cost-overrun protection, trade-in guarantee, or future upgrade credit.
  
• Segment your messaging: don’t compete with discounters in your high-end attractor fronts; target people who value quality, trust, and reliability.
  

At the margin, price slashing is a race to the bottom. Defend your brand first, then structure offers. the “book call” — let them self-select by offering lower friction options (download a plan, get a cost guide) that lead inward.

WHY IT MATTERS:

If your message folds under every discount competitor, you train buyers to demand deals. Jason’s challenge includes messaging playbooks to defend value without sounding defensive.