The Art of Defensive Pricing: how to protect margins in a competitive market
LIVE WEBINAR
Date: 17th Nov 2026
Time: 9:30am–10:30am
When competitors cut prices, discounting can feel like the safest way to win work. But the cost often becomes clear later, when margins have eroded and the year-end numbers fall short.
Join David Abbott, Fractional CMO at The Marketing Centre, for a practical webinar on defending your price, protecting profitability and helping customers see the value you deliver beyond cost.
In a tight market, pressure to discount can quickly become the default response. This session is designed for business owners and managing directors who want to compete confidently without giving away the margin their plans depend on.
David will explore how to hold your price when competitors are cutting theirs, position your offer around value rather than cost, and make more considered commercial decisions when price pressure rises.
If next year’s budget depends on margins holding up, this is a session worth making time for.
Key takeaways:
By attending, you will gain practical perspective on how to:
• Recognise the real impact of discounting on margin and profitability
• Respond when customers use competitor pricing to apply pressure
• Shift commercial conversations away from price alone and towards value
• Strengthen the case for your price with greater confidence
• Protect the margins needed to support your business plans
Guest speaker – David Abbott
David helps businesses improve profit, pricing and performance by turning complex commercial challenges into clear, practical growth plans. Recognised as one of the world’s leading pricing experts, he brings more than 35 years’ experience across B2B and B2C markets, including electronics, manufacturing, telecoms, e-commerce, public sector and the NHS. His approach combines pricing authority, commercial discipline and simple, actionable marketing strategy focused on measurable results.
Don’t miss out.
Places are limited, so book your spot now.