Price wars

Here’s an email just this morning from a very good TCO in the Home Counties:
Morning Chris,
I have a dentist in the next town advertising Invisalign for £2220.00 we charge £4500 how do we compete with this. I have had a few enquiries as a TCO and when tell them our price I get told its cheaper elsewhere.. explain about customer service etc but a big difference of £2800 is hard to explain.. can you help?
thank you
and my response:
As I predicted! The invisalign price war begins to take hold.
It’s almost impossible to deal with a price differential that high.
I suggest that you and the rest of the team take a good long look at 6-month smiles as a matter of urgency.
The other option is to drop your price, but where does that end? Last man standing.
Time to move on – the bandwagon’s wheels are falling off.”
any other ideas out there?


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Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.