The way to win a price war is to highlight all the benefits of your products and services that don’t pertain to price. When your competitors in business drastically reduce their prices, the obvious temptation will be to reduce the prices of your business services or commodities, too. However, this practice can quickly result in a price war which is not healthy for any business, not to mention illegal if you lower your prices to the point where you’re losing money temporarily in order to drive your competitor out of business (“price gouging”). For most customers, the prices are good news, especially in the short term. For the owners of the business, it is bad news unless there is the deliberate intention to reduce expenses.