Think it would boost your sales if you knew which parts of your product people thought were not as good as someone else's? Or exactly why it was better if it is? That's a retorical question.
This tells you where to put your product development energy and which parts of your new service should be left out. It will resonate with customers and bring in big results.
This could include price, terms, benefits, format, delivery mechanisms, sizes, features, packaging, bonuses, sequence, and so on. From there, it's a matter of creating "an offer they cannot refuse." (Just be sure and take the cannoli).