Price is not the only thing that matters and it is never the first thing.
I am lucky! In my job I get to meet hundreds and sometimes thousands of sales people every month. Some of them I meet briefly when they attend my seminars and others I get to know quite well when they attend any of the training courses I am involved in. If there is one complaint that I hear more than any other from salespeople it is the “price” complaint.
“We live in a price driven market” or “Price is the only criteria” or “The only way we can compete is to drop our price” or “I couldn’t make the sale because the others were cheaper.” or “How do “they” expect us to sell this product at these prices?”