Perform a SWOT analysis: List strengths, weaknesses, opportunities and threats for your six largest competitors. Look closely at each area of the service delivery model and see what makes your company different. Build a service model on value rather than giveaways.
Clients should always believe they are getting more. It’s called “perceived dollar value recognition.” This is nothing more than being efficient at what you do, executing it well and doing a little extra for the client when you can. Be sure to point these attributes out to your customers here and there. Their thinking will become, “Wow, he always goes the extra mile for his customers and always has my best interests in mind.”
I use this strategy to this day on many fronts and often beat out my competitors.