If buyers are comparing your prices to anyone else's, your offer has already failed at its primary job — distinguishing itself.
Move out of the spreadsheet
Buyers compare prices when they cannot tell vendors apart. The fix is not a better quote. It is a different category.
Replace features with outcomes
Features invite comparison. Outcomes invite belief. The offer should foreground outcomes the competitor cannot credibly promise.
Introduce a mechanism
A unique mechanism — a named process, framework, or insight — gives the buyer permission to stop comparing.
Anchor on lifetime value, not price
If the offer surfaces the long-term economic impact, the price comparison shrinks to irrelevance.
Stop competing on price by refusing to be comparable.