Most always: Customer service. People will pay for service above and beyond the price of the product. It's important to be somewhat competitive on product price, however you are also selling service, selection, product knowledge, personal reliability and consistency. If the customer considers you informed or an authority on the product and how to best use it, they will generally prefer to buy from you if your price is fair. It doesn't have to be the lowest price. Success with anything is more about perceived value and personal relationship than anything else. Providing answers, ideas and solutions has value. Having said that, there sometimes can be grey areas. If you are selling a product that is very simple and customers generally don't feel that they require any expertise or input to make a buying decision, then they are likely to be very price focused. This does not mean you can't make the sale. If you are a very friendly, supportive and helpful person, it can certainly influence the buyers decision. It's a good idea to focus on selling items that are to some extent unique. If you sell the exact same items as many other stores, you will have fierce competition. It's very difficult to compete with big chain stores on generic, common items. Find ways to make your product and service offering unique.