Some decent tips here.
Here's a few.
"There are only a few ways you can really differentiate yourself from your competitors," says Fogel. "First, you want to start by not sounding like your competitors. Using the exact same terminology and examples makes you sound like everyone else. Second, you need to be inquisitive. You have to ask better questions, and make them feel like you are more knowledgeable than the rest. And third, you have to listen close and understand what it is they're truly asking for, instead of just responding with blanket statements."
There is a big difference between selling your cost versus selling your value. Companies that sell on cost comparison end up losing in the end. It's very difficult to build a profitable and sustainable company when your primary strategy is to undercut the competition--because what ends up happening is you nickel and dime yourself to such a small margin.