From above article:
"The very fact that the contractor’s “go to” place is price suggests that jobs are being sold with an emphasis on price. If, during the sales process, your emphasis is on price rather than painting a picture for the prospect of how their experience with your company will be different from what they would experience elsewhere, then the prospect’s focus will be on price also. Shifting the focus means that you separate yourself from the “competition.” In fact, if you do it right, you will appear to have no competitors who deliver what you do.'
Exactly why I posted the article, for the Gold Nuggets like that one which apply to most any business!!