Stop Competing on Price—Become Remarkable and Make Yourself Irreplaceable

For years, Maria’s IT service company competed mainly on price, offering endless discounts that left her staff burned out and her profits thin. After a particularly stressful month—full of customer complaints about minor fees—she decided it was time to try something different. After hours of soul-searching and brutally honest evaluation, Maria realized her real advantage: her background in small business, which let her explain complex IT in plain language. No other local company did this.

She stopped advertising with 'lowest rates guaranteed' and instead introduced a bold offer: 'Fixed First Time or It’s Free.' Along with a plain-English support policy, she made her team the face of every ad. Customers who previously price-shopped began complimenting her team’s helpfulness, and new referrals came in from people who had never cared about discount offers.

Behavioral research shows people will pay more for experiences that feel trustworthy, essential, or emotionally satisfying. Uniqueness isn’t just about the core product—it can be how it’s delivered, supported, or presented, creating an 'apples-to-oranges' comparison that removes you from the low-price battlefield. Remarkable features and risk reversals build trust and loyalty—two factors no competitor can undercut with discounts.

It’s time to get painfully specific about the one reason someone would cross the street to choose you—write it out, share it with a friend, and ask if it’s truly unique or just more of the same. Next, brainstorm one offbeat or memorable way to turn every sale into a story—something that would make your customer tell a friend or post a photo. Go over your website with fresh eyes, and ask yourself honestly: would anyone know this is me if I took my name off? Make just one concrete change this week, and watch the difference in customer reactions.