In my book, The Secret To Selling More, I stress the importance of knowing what customers can buy from your company they can’t buy elsewhere (or at least don’t think they can). I use examples of cars versus driving machines, diamonds versus rubies, and several others. I have been pushing my clients and audiences for over 20 years to understand that this is where the leverage is in sales.
I just read about a company (albeit in the positioning messaging business, but still not me) that has found that companies that can deliver an effective differentiation achieve increased margins (that would be from higher prices) and shorter sales cycles than those who cannot.
If you want to succeed when those around are not, or if you want to succeed when things get better, figure out what your customers feel makes you valuably different to them, and then leverage the heck out of that.