Lets say lab A decides to lower their emax price to $85.00 to keep an existing account, how will this challenge labs willing to lower their prices ?
Lab A:
1. I didn't do the math but I'm assuming lab A will need to immediately pick up new accounts to double the volume of emax to break even, or maybe slightly better profits if you double your volume. Depending on your emax pricing, you may need to triple your volume to increase your profits. Sweet, what a great idea, lower my pricing to keep an existing account with no pressure to pick up ? numbers of new accounts to make this idea work for your $85.00 emax account.
Lab B:
High volume prospective practice demanding $85.00 unit emax for xxx units per month.
1. Will lab B need to buy another pressing oven to meet the volume, another burnout oven ?
2. Higher volume also means stocking more inventory of emax ingots/blocks/investment/stones, etc.. there is a cost for increased inventory !
Lab C:
Lab C drops off emax demo crowns at all of lab A and B's accounts and offers an $80. emax crowns..$75.00 crown or $69.00 emax off a file..
Where does it end ?
This time next year many labs with low and high prices will have closed their doors, and the owners will retire or died off.
Some labs will price themselves right out of business, and many will lose accounts from not buying into the digital world.
There will always be cheaper labs to compete with around the block or in your accounts mail box, and that will never change.
Edit: I think I would be more worried about losing accounts if I had lower prices compared to average to higher pricing.