The truth is, there is very little to distinguish one major company from another. One response to this is to be frank enough to say that there is little difference between what your organization can offer and what others do that are also being considered. Then find some key differences, and focus on describing them to differentiate you. These factors might include the detail of exactly how you offer certain services or guarantees, or they might make minor issues seem important, and cast doubt on a competitor who underplays or does not mention them. So:
• Explain the level of service they can expect.
• Detail the level of communication and service standards, as well as any guarantees offered.
• Spell out ...