My Best Overall Advice is to know what your business's strengths are and highlight these to your potential clients. It is usually these strengths that will set you apart from your competitors. When communicating with potential clients, point out whatever sets you apart from others in a positive way. There's no need to put down other companies if you sincerely think you have somthing to offer that is unique and/or superior. Know yourself, know your market, and know your strengths (and weaknesses) and accentuate your best feature that your potential clients will appreciate. Doing this presents your business is a positive and professional manner.