Most salespeople in our industry are overly concerned about their competition. In order to keep the price as low as possible, many don't even mention their best equipment, and some even steer customers away from it. Most salespeople, when caught in multiple bid situations, bid equipment of comparable features and efficiency, then try to sell the customer on service.
Yes, you need to sell them on service, but your best bet is to avoid a direct comparison, and that means you'll need to quote them on equipment that is entirely different from what the competition has quoted. This usually means quoting them on your better equipment. Try it!