In sales, one of the fundamental questions you need to ask yourself is, "Why should someone buy from me rather than my competitors?" 

If your business is a "same as" or perceived as a commodity, why would someone choose you? 

Answer:  It's all in the perception. 

One of the dictums of sales is "never stop selling until the customer says no".

Now some of you might be thinking, "used car salesman", so let me explain.