“Why should I do business with you?”
“Because of our reputation. Best value for the money. Established brand. Truly believe in customer service. Our staff is the best.”
If these are your answers, then yes, you do look like every other company. Yes, you will lose the sale. If your competitors can (and they will) say the same thing, then you’re just whistlin’ Dixie.
When you’re asked that question, your first response should be, “What do you need to know to make a good decision?” They’re not looking to buy your product. They’re looking for how to make the right decision. They know. You don’t. Find out.