Look at your competitors and ask “Do I want to trade places with him?”
He may be struggling to make a profit. He may be working 80 hours a week. He may have been working for 30 years with not much to show for it. He may have a host of other problems. The market may be small and competitive, and now you have to share it with him.
Don’t be him. Do it differently.
Wow the customers. Innovate. Build a sales presentation around your innovation. Sell value. Be able to charge the price you need to build a business you are proud of.
Be better than your competition.
That’s the game.