Think about it this way. Those doing the buying need something. In the case of ghostwriters and speechwriters they need something written. It's irrelevant if they can possibly buy that from our competitors in a market of glut. The point is that we show them that we can give them exactly what they need.
And price is not everything. Maybe, even in the recent two downturns since the turn of the century, it really wasn't such a significant variable.
A remodeling service has been coming back post-recessions by not being the lowest bidder or even a low one. The owner covers all bases in assuring the buyer that the job will be done right, on time, and on the budget they decide. And that's that. He is again hiring workers.
Twice recently I put out there a fee that was not premium but a little above average. Everything about my pitch transmitted that the assignment would be done right. I nailed down both assignments.
Growing up in the old neighborhood in downtown Jersey City, New Jersey, I knew exactly what store to go to for buying meat. There was a glut of butchers. But only one gave our extended family exactly what we expected. When A&P supermarket moved in, that butcher remained in business. He did not cower and lower his prices.