Perhaps you don’t have exclusivity on a product so you may have to look to add value in many other ways.
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Giving more personal attention to a customer.
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Having stock on hand when the customer needs it most.
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Rescheduling orders to cater for a customer’s emergency
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Taking a real interest in their business.
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Keeping them up to date on the latest trends.
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Prioritise their calls.
These are just some examples of how you can add value and yet they are not an intrinsic part of the product.