Most buyers assume all businesses in a certain industry are alike. So when they go to the Yellow Pages or some other vehicle to choose one over another, they use the only thing they can think to measure - price.
So in effect, if you can’t find a way to differentiate your firm, you will be forced to compete on price. (Warning: Someone will always be willing to sell for less.)
Specializing in a market niche as explained the in law above is one way to differentiate. Creative marketing can set you apart. Offering to deliver your product, packaging your product with other products, having your client’s car hand washed while you meet, baking cinnamon roles in your office, sending hand written thank you notes, are all ways to set your firm apart.
Look for opportunities to differentiate your firm by asking your current clients why they do business with your firm. They may be able to tell you how you are different in ways that will make sense to other potential clients.
Finally, it’s not enough to simply identify ways that your service or product is different; you also need to communicate that difference and make it a central theme in all of your advertising efforts