Before we go too far and to set the record straight, brand name manufacturers and suppliers are not the ones at fault here. It's people who try to sell only the product name because it seems like the easy way out. The one thread in the fabric of selling that continually comes up and seems the most difficult to answer is pricing.
The question is how can you sell this product when the competition has the same brand and model at a lower price? The answer is easy when you are selling the differences between your company and others. It is almost impossible to unless you begin to see the value in selling your company and how you install your selected equipment.