Its the same as going to a fine restaurant. You expect the food to be great at all fine dining restaurants. And it usually is. It's table stakes. But what really makes a great restaurant is how you enjoy it. Things just happen, staff are well drilled, the music/ambiance/environment is spot on and you enjoy the company of those you are with. Food is just a reason for coming together, but it is everything else that makes it special.
I was having a chat with Ross, who owns a boutique real estate agency in Australia's Mooloolaba called Define. We were talking about what people hate most about selling a house. He said it was advertising. But surely it comes way before that. It's the cleaning up, the jobs to make it presentable, the thought of moving all their stuff, the cost of painting the fence, the emotional drain of the process. Knowing this, think of the strategies that could be put in place to ease the emotional burden. Selling houses day-in day-out, it's easy to lose focus on the real barriers.
We were successful at High Tech Health with a product called The Circulation Booster. The product improved circulation in the legs and feet. But what we were selling was enjoyment. The enjoyment of being able to walk with friends, leave the house for the first time in years, not be woken through the night with aching feet. Improved circulation was what it did, but you can't sell "improved circulation". But you can sell joy.
Think differently about why your customers come to you. Think why potential ones don't yet. Find where you can have a competitive edge.