In every deal there's more than one component - Price... everyone seems to focus on Price and they tend to forget all the other pieces that are involved in every single deal that you make. Relationship capital, trust., guarantees, delivery methods, and timelines, etc all factor into whether or not they offer is attractive or not. People are not out here, solely focused on price despite your aggressive belief that that is the case. You probably have clients who are literally in business with you almost solely because they like you ( as strange as that may sound...).   I recommendation is to figure out how you can extract the hidden value and offer up more value in every deal that you make by beginning to actually recognize what is going on in the deal.