Better than nothing (is harder than you think)
Most of the time, particulary in b2b and luxury sales, the competition is nothing.
"I will buy this treat or I will buy nothing, because I don't really need anything."
"I will buy your consulting services, or I'll continue doing what I'm doing now on that front, which is nothing."
None of the above.
"I will vote for you or I'll do what I usually do, which is not vote."
"I'll hire you or I'll hire no one."
While you think your competition is that woman across town, it's probably apathy, sitting still, ignoring the problem... nothing.
Stop worrying so much about comparing yourself to every other possible competitor you can imagine and start comparing yourself to nothing. Are you really worth the hassle, the risk, the time, the money? Or can't the prospect just wait until tomorrow?