SALES SOFT, I.B.M. CUTS PC PRICES
A rapid erosion of the International Business Machines Corporation's lead in the personal computer market has forced company officials to take a series of urgent actions in recent weeks to restore I.B.M.'s position, computer retailers and industry analysts said yesterday. Their comments came a day after I.B.M. notified its dealers that it was cutting the wholesale price of several of its personal computer models, including one version of its top-of-the-line PC-AT, by up to 18 percent. It is unclear whether the action will result in any price savings for consumers. The price cut was apparently prompted by complaints from retailers that widespread price-cutting in the industry - sparked largely by the unexpected success of low-priced personal computer ''clones'' from overseas - had cut deeply into their profits in selling I.B.M. equipment.