Yes, I learned that one 25 years ago. I had a tool truck, selling tools to mechanics at auto shops and for half my area I was the only one. One day a competitor

Yes, I learned that one 25 years ago. I had a tool truck, selling tools to mechanics at auto shops and for half my area I was the only one. One day a competitor showed up at all these shops that I had an 'exclusive' on. My sales to them went up, because they now had some point of reference. My stuff was 5% more expensive, but 25% better. With something to compare to, it now appeared to be a better value than previous.