Premium Brands whose sales force believe they have to compete on price drive me nuts!
Premium brands can not compete on price and win. They must understand that the reason they command a premium price is through delivering a superior product with greater intrinsic and realized value. If your sales team is not able to compete on value and resorts to reduced pricing to compete, then you have a serious sales training problem.
Yes, customers today do tend to be very price sensitive, but if you sell on value and differentiating customer benefits, you should be able to win nearly every time. The customer who chooses solely on price was not your customer to begin with.