That's the problem, you have to have or do something that it will make your company a "different kind of apple" that your competition can not be compared to. In a business, any business, you will have competitors that offer the same product or services, you don't want to be the one that under-cut the market in order to get the clients through the door, so, with all being similar, the difference is YOU; YOUR attention to details, your attention to the needs of your client and your genuine interest in what you do and offer is the difference, nothing else