Business Improvement and Social media

This article has a four point list:

1) Credibility

2) Product

3) Service

4) Price

This was not written by anyone in sales, as #4 should be off the table completely. Product is "do you have more bells" and Service is "can you be better than your competition."

None of this is useful to a small company competing against a giant.

What you really need is to build 

5) VALUE

I.e. Why are you here - what pain are you solving? How are YOU my savior? How do you fix all my problems and help me get to sleep at night? 

That's how you compete and become a giant-killer. Focus your story around Value, and you'll win every time.