pitch deck

Recently I met with a CEO whose salespeople were not closing enough business.  We had just evaluated their sales force and I had the answers as to why their sales were so underwhelming.  Before we could explain what was causing their problem, the CEO said something along the lines of, “We are going to create a new pitch deck and reduce our prices. That will solve the problem!”  

They weren’t suggesting a small price change either.  It sounded like an 80% reduction and their reasoning overlapped with one of the contributing issues that we identified.  Their salespeople weren’t reaching decision makers which raises more questions.  Why weren’t they reaching decision makers and could anything be done about it?  Would lowering their prices solve the problem or did the issue go deeper than that?