stick with measurable advantages. Nobody rational expects a salesman to tell the truth, so when you have a measurable advantage, the salesguy has got to work extra hard to make the sale.<p>If you are charging $20 for something that is measurably quite similar to what your competitor charges $70 for, well, they have to do a lot of talking to close the sale, while you are in a pretty good position just slapping the price and how you are measurably similar to the competition on your webpage.<p>Having a liberal money-back guarantee (and following through with it;  people talk.)  also helps overcome credibility gaps.<p>I think Paul Graham wrote something about how 'you might be able to out-hack oracle, but there is no way you can out-sell oracle'   or something like that.  I'm probably misquoting him.  but the idea is that large companies have huge sales advantages that you simply can not touch.   your product needs to be a better enough value that it doesn't matter that the competition has better sales than you do.<p>at prgmr.com, I focus on picking up the 'cheap' customers-  I don't just mean people who don't want to pay, I mean people who don't cost as much to support.    Don't be afraid to loose high-effort customers to your competition.  (as much as possible, do so gracefully.)