You can't win them all, there are time your going to get beat on price, but all hope is not lost when this happens as the lower price usually means lower quality! When this happens your customers will come back to you looking to save the day. You need to make sure you respond ethically in order to save this customer. This is not a time to price gouge or an I told you so. Make sure you take care of your customers and they will take care of you!