Big-box stores and online giants can always go lower — but independent retailers can always go better.

In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with one of the most important topics in retail: how to win customers without racing to the bottom.

As Nagle reminds us: “Competing on price alone is a strategy for those who cannot compete on value.”

In this episode, you’ll learn:

• Why lowering prices rarely leads to loyalty or profit
• How to identify your true sources of value — expertise, service, trust, and community
• Ways to communicate value clearly so customers understand what makes you different
• How to respond when customers mention cheaper competitors — without apologizing for your prices
• Three simple steps to start building a value-first mindset this week

If you’re tired of feeling pressured to match online discounts, this episode will help you reframe competition, strengthen your confidence, and focus on what truly makes your business worth choosing.

Keywords: independent retail, small business pricing, value-based pricing, pricing strategy, customer loyalty, retail differentiation, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing