We have all been told, “I can get this from your competitor cheaper,” and if your only reply is to lower your price, you have fallen into the commodity bucket.
A mentality shift must occur. You have to rethink your policies, your outward message, how your staff interacts with your customers, and put yourself in your customers’ shoes. How do all those factors look and feel from your customers’ vantage point?
A great way to go about this is to spend some time talking to some of your best customers. Ask them either through direct conversations or surveys why they buy from you. My guess is they will not reference the type of printer you use, how powerful your laser is, or the really nice price grid you pass out. Hopefully what they say are things like: your service, reliability, speed, attention to detail, or personality. If so, focus on those things and commit yourself to owning that space, making it easy for the rest of your customers to choose you for the same reasons.