I feel like being the best is a matter of perspective. Advertise your the best, then tell your customer why. Your cheaper, look better, show up sooner, more experienced, ect. If I don't think I'm the best choice for a company I just don't try for it. What's the point of loosing them in a month when I don't come through on my promise? Advertise it, but you darn well better believe it. If you don't think your the best option, why would they?