That's why Costco has grown so quickly in such a short time. Consider ways to redefine your product or service so you can offer it at a lower price. Maybe you limit your service to fewer, but still important, features. Maybe your prices are already lower than your competitors'. If so, marketing your lower prices is your competitive key.
Lower prices are suddenly an important way to get people to buy.
Tell people about them. Choose products or services that sell best for you. Offer more versions of the same product or service. If the blue one sells well, come out with a purple one and a green one to offer in addition to your star performer. Find related products or services to offer.