Do potential customers perceive what you do for a living as a mere commodity—more or less the same as those available from other textile service operators? When that happens, customers revert to the easiest differentiator—price. The outlook gets worse as you realize that somewhere in your area there almost certainly is someone offering similar products or services for a cheaper price. And with the Internet, it’s easier for your customers to find them. What’s most frustrating is when you know your products and services are indeed different, but customers don’t seem to get that and lump you in with everyone ...