There’s a fierce battle going on between companies to win customers every day. And there usually isn’t one clear leader that is guaranteed to get the deal. Customers typically have a subset of two to three top candidates they’re considering for the job, but what they’re seeking is a tie-breaker.

To help tilt the scale, companies need to focus on what their tie-breakers are. Many companies use price, service, or sales incentives as tie-breakers, but this approach can be short-lived and not wise for long-term business success.

A smarter way for companies to break ties and develop a competitive edge is to focus on their inside…