undersell

Charge less than

Undersell means to sell something at a lower price than competitors: The new store undersells everyone in town.

It also means to present something with less enthusiasm or promotion than it deserves—the opposite of oversell: Don't undersell yourself in the interview.

To undersell an idea is to fail to make a compelling case for it.

understate

downplay

Diminish perceived importance

minimizeReduce to smallest extent
underestimateJudge too low
underrepresentShow disproportionately few

soft-pedal · de-emphasize · lowball · underplay · mute · hedge · qualify · temper

pricing

discount

Reduced price offered

markdownReduction in retail price
undervalueEstimate below true worth
undercutSell cheaper than rivals

bargain · clearance · low-cost · cut-rate · wholesale · liquidation · rock-bottom · fire-sale · knockdown · slashed

modesty

self-effacing

Downplaying one's own importance

unassumingNot making claims
humbleUnassuming about oneself
demureModestly reserved in manner

reserved · unpretentious · understated · low-key · modest · self-deprecating · diffident · bashful · meek · reticent

strategy

positioning

Arranging in specific locations

pitchFrequency of sound
promotionRank increase or publicity
marketingPromoting goods to consumers

branding · underpromise · dumping

undersell

downplay

discount

self-effacing

positioning

undersell

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