If you are selling a commodity (a product distinguishable only by price) there will always be a competitor with a lower price. The most profitable transactions are ones in which there are no readily available substitutes for what you contribute. If you are selling a commodity, strive to give it added value to distinguish it from that of others, even if you must change the profile of your target customer. The more value you add, the more difficult it is for a competitor to displace you with lower prices. With enough added value, your commodity ceases to be a commodity.