I don't want purport that I'm some master salesmen but I've had a lot of training and trained up a team of my own and I'd like to think they were pretty good at executing my vision.
A sales coach will rebut that pricing with "sell them service". I have tried all kinds of different scripting and I bet it works about 10% of the time, and we have basically built our entire business on supporting a service model over pricing. I've even table-set by saying "this should be very competitive pricing but if you find something better let's chat on it.", in the hopes of getting a chance to match. I'm sure you did that, too, because the borrower told you about it and didn't ghost you.
CSB: I lost a deal two years ago that still stings--jumbo, I connected well with the borrower, he's a new dad (same as me at the time), sent him a Berenstein bears book after our initial phone call, etc. He's talking to me and the highest production team in Austin (his agent referred both of us) and I loved competing against them because I respected them (they didn't make promises they couldn't keep).
Anyway, our pricing is very similar and they cut him a deal that I could match but their LO got their first, and he gave them a verbal commitment. I didn't have any more margin left to give up and couldn't do much but sell him on service after that loan closed, which didn't work work (probably doesn't help that by that point I usually feel like I'm begging).
Fast forward a few months and our bank is appearing insolvent, my partner and I are looking for a place to land and we've got two options under consideration--a bank that's been purchased by some of our former peers and promises no LLPA's, at least on investment properties (which at the time, a lot of our investors were California engineers, southeast Asian or Asian, and ruthless shoppers, so it's be cheapest or lose the business) and the Austin IMB that we lost that jumbo deal to.
We're interviewing/being interviewed by the bank president/owner and I brought up that loan (which was originated by his most accomplished LO on his team) and he said "Yup, I'll tell you a secret about her--she's very transactional.", i.e., she understood that bottom-line, if you find yourself competing on price don't fuck around, get to the LOWEST you can stomach right off the bat. Win it or lose it and move on. I can get way too precious about trying to maximize profit and it's a bad strategy in that particular contest.
Back to you, I'm sure doing this already but don't forget to sell him the refinance, but you're going to have to match the rate and maybe beat it.