Of course you sell, but do you teach as well? If you value your customer, you are not satisfied simply with the fact they bought from you. You should aim for them to utilize you and your product to the fullest extent and that requires teaching. The instruction should start from the beginning, even before the purchase and continue throughout the lifecycle.  If you have constructed your vision statement around customer success, there really is no other way than to teach your customer.

Your product and price may be able to matched but your teaching cannot, because in teaching you are giving of yourself and your organization.