The more similar your products and services are to what your competitors offer, the more important differentiation on another plane will be. Consistently for the most successful commodity businesses, that centers on service.
Many buyers don’t go with the best, the cheapest or even the best value. Often they prefer to work with their favorite. They seek and stay loyal to companies that do and remember the little things. That combine sales with advocacy.
Without this kind of differentiation, you’re competing primarily on price and hoping someone else doesn’t either undercut you, or become their new favorite. Don’t let the bar get (or stay) that low.