You prospect is asking himself a question. He might not be saying it out loud, but to get the sale, you must successfully answer it. The question that is at the root of the buying decision is “Why should I do business with this company?”
First, of course, is that you are able to address that prospects current need(s). You know how to identify that need and to address it.
Properly answering the extended version of that question is where the sale is won or lost: “Why should I do business with this company as opposed to the other companies that can address my current situation?”
You’re in the habit of answering that question with exactly the same answers that your competition is using: Our products are competitive. We care about our customers. We have good service. We know the business. And so on. You must break that habit. You need to come up with something that is better than your competitors. It has to be specific and you have to be able to prove it.
Importantly, it has to include things that you competitors probably would not be able to match or beat (or at least they would have to work hard and make some changes to match or beat it).
Put together a group of your key people and brainstorm answers to the question “Why should I do business with you and your company?” with the goal of coming up with that unique set of things that will make the difference. Fine tune that list so every sales and marketing person has complete facility with them and uses them with prospects.
Your prospects care primarily about what you can do for them. Tell them exactly what you can and will do for them and back it up with specific features/benefits that are unique to you and your organization; they will thank you by hiring you.