While price is a signifiicant factor in many decision today whethr it be fro a a tire or teh complete fork lift. But if you can show or demonstrate or provide testimonial you have added value, like you say your tires last longer most intelligent customer will listen to that.

Remember the guy that signs the approval always want to get the best quality product at the lowest possible cost (I did not say lowest price) adn a sales persn that will always lower his price to beat everybody can only sell one thing price.