Let's assume that the vast majority of your market is being served by someone. Either you or a competitor.
In order to grow your business, a large portion of your sales will be at the expense of someone. Again, either you or a competitor.
Customers buy for two reasons, perceived value or price. What can the product or service do for me that isn't already being done? If you have an offering that your customer recognizes adds value, price becomes a smaller part of the process.
That hurts your competitor. If not you need to offer a significant price advantage, that hurts you. A well defined value proposition is critical for profitable sales growth.
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