be competitive.
you do not have to be competitive. what you have to be, what you must be, is profitable. if you are not profitable, you and your business are going to go away. period, end of conversation.
there are a few speakers and writers who understand the concept of being competitive, but they are few and far between. most experts focus on price.
in today's market, there are a lot of little things that matter more than price. some of those little things are returning phone calls, dressing properly, haircut and shoes shined, keeping your appointments and on time, providing solid answers to the customer's questions.
bigger things matter, too. they include following 