Personally Price Matching is a huge waste of time.
There is always someone, somewhere who has the item you are selling (if it is a commodity) on sale.
The time it takes to check the price, check your costs, email back and forth make getting the sale at a reduced profit seem like triple the work.
I clearly state on my Contact Us page that we don't price match in an industry full of price matchers.
If you don't know what others charge for like items they carry, then you need to do some research. Your competitor's website is always just a click or two away. For you AND your customer.
Just my 2 cents.