Outspend your competition

While you may not have the budget of your big competitors, you can outspend them in one area and win because of it. 

Time.

Spend more time with the customer than they do.  Care more and show it.  Ask more questions and listen more.  Build a relationship.  You will activate reciprocation in the customer and make it hard for them to buy from anyone else.

Outspend your time with the customer.