You can't afford to be a commodity

because if you are you will only be able to sell on price and thus you will have to discount and thus you will lose margin and thus you will be stuffed. You must create difference. But what if you don't really have any? They offer it in red, you offer it in red; they do 24 by 7 service, so do you. Then you must differentiate through superior skill: by getting them to percieve that you offer difference. Sure, you both offer red but yours is a better red. Sure you both offer 24 by 7 service but yours comes with a smile. You just need to work harder. Ask more, listen more. Sell more. The simple process of that will differentiate. Can you do that? Sure. That's your real USP: you work just that bit harder which makes the difference.