People who insist: "The companies in our industry are basically alike" must recognize the human trait.
People feel a need to justify their decisions to themselves. So they look for differences upon which to base their decision. What does this mean to a company in an industry of lookalikes?
It means that the more alike two services are, the more important each difference become.
With meaningful differences difficult to find, prospects look for signals in seemingly trivial differences: the heft of the brochure, even the smell of the sales-person cologne. Unable to see the real differences between the services, prospects look for clues to difference elsewhere.
It bears repeating : The more similar the service, the more important the differences.
In fact, much of effective service management can be described as the careful management of the seemingly inconsequential.
Morale : Accentuate the trivial