You appear to be the same as your competitors

If you find it hard to describe your business in a way that is different from your competitors, then it is probable that your prospective customers find it hard to tell you apart as well. 

When two offerings are perceived as equal, people will buy on price.

If you are unsure about this, consider the difference in your attitude in choosing between brands of gasoline and brands of golf clubs (assuming you're a golfer). 

The greater the degree of uniqueness we perceive in a product or service, the smaller the importance of price.

If you still need convincing, think of the company, product or service that you value most.  The one that you can't live without.  The brand you will never switch from.  As you start thinking about it, you will find yourself thinking in terms that define the way you find it unique. 

In working with No Plan B, you will use proven techniques to identify that unique attribute within your organization that you can exploit.  Once this Unique Offering is defined, you are able to present your business in a way that truly separates it from your competitors.  Once you do this, price moves off the negotiation table.

Definition of your Unique Offering is part of the Unique Customer Experience that No Plan B can introduce to your business. 

Next:  How having a clearly defined Unique Offering can make your marketing campaigns more effective.