You must be different. It must be clear (1) why they should choose you and (2) that you do not need to give discount to sell. But in a world of sameness the way you sellcan be your biggest differentiator.
More business. More profitable business has to start with boosting the quantity of business. The pipeline of possibilities needs to be bursting, accounts need to be farmed and hunters need to be sent out into new terrains. See tips 2 and 3 (below) on how to do that.