Don’t be a wireless phone company, always fighting over plans and rates. They always battle over the same points and victory is never assured.
Instead focus on what makes you different that provides value to your prospect. Focus on areas where your competition cannot compete with you, if they try they will lose.
Check out how this event company used zombies to set themselves apart from other competitive events being offered.
What is your zombie?
Also check out this cool write up they had in the Wall Street Journal.