This question is dividing opinion in the current environment. I am seeing and hearing three different strategies being adopted.
Some are reducing prices because they either fear losing business to competition, feel it is the right thing to do to support their clients or feel this is the only way they can win new business.
Some are keeping their prices as is, usually because they fear increasing prices or don’t know how to and are hoping that the business sticks.
Some are increasing their prices based on the value they are delivering and also to cater for increases in running costs.
Let me ask you a couple of questions...