Pricing War Defense

A price war is a margin-destroying spiral. The seller who refuses to fight wins, but only if they have moves besides the price. This skill diagnoses the attacker and chooses the response.

When to use this

• A competitor or new seller dropped price on the same listing or a parallel one.
• A hijacker is on your brand's listing pulling down the price.
• An automated repricer is producing a slow downward drift across the niche.
• The seller's instinct is to match. that is usually wrong.

The framework. The Three Attacker Types

Each type has a different response.