Top Salespersons do the following
When you have multiple competitors trying to sell the same product at similar prices, the biggest factor is the trust the sales person builds with the client. Salesperson is a key factor in winning / losing the opportunity. This is even more significant when selling to Businesses. Clients are looking for a long term relationship, and they want to be sure that the vendor is reliable and seek a vendor who is looking out for the best interests of the client.
Understand Needs of the client
As a salesperson, your job is to sell, but you will make a miserable salesperson if that is what you are doing all the time. You will only be able to sell to someone who needs your product. To know what their needs are, you need to listen, and know the client. As much as possible. What business are they in? Where are they struggling? Who are the key decision makers? When is the right time?..
This is best done by making it a conversation over multiple meetings. There should be give and take in terms of information. You can give them a sense of the market. How is it segmented..
Demonstrate with Passion how your product adds value
Does it save time? Does it save money? Does it improve productivity? Show how it can do it.
Stay in touch periodically
This goes back to the first point. Building trust. To do so, you have to stay connected to the client. Followup once a month or 45 days or 90 days, to see how the client is doing. If you sold them something, did it meet their expectations and do what you promised it would do? Did their needs change?