How do you respond to the pricing issue if you can’t actually prove Stevens McBr

How do you respond to the pricing issue if you can’t actually prove Stevens McBride is lying until a customer tries them and then realizes it is more? How do you handle a customer who goes with Stevens McBride and then realizes it costs more?
How do you respond to the question about leaving the business? What if a client asked about the lawsuit directly, saying, “I hear your company filed suit against Ruhter. Wasn’t that a cheap shot at a competitor?”
Refer to material from the text or other sources in your answers.