Step 1: Find out what your competitors' are all doing and do something radically different, or radically better. Remember, in competitive markets with everyone selling the same thing in the same way 'radical differentiation' can mean as little as a 10% margin in value proposition.
Step 2: Ask your best customers' what's important to them, then trial 3 key responses into your call to action based on what your customers' value.
Step 3: Do the exact opposite of what your key competitors are doing - give your customer choice: either the 'same' or you!
Step 4: Take action and lead by example, today!