The other important thing that i forgot to mention is that you cannot compare mmm
Ferrari = Aruba
Hyundai = Cisco-Lynsys AP
What you can do is focus on what your product can do which will be more likely that the cisco lynsys cannot do...
Most of people can afford it you just need to convince them that they want the ferrari and they do not want the hyundai!.
If they pick the Cisco lynksys and let say it is a 50 users office and most of them use wireless go and visit them and ask them how is the wireless network doing? if they say fine well they are happy with their cisco lynksys but most of them will tell you that it does not work.
For example there is a client that bough ubiquiti instead aruba, and yeah few months after he realized that, it just doesnt work... now he is buying aruba.
Anyways im not a salesman so im not the best one to hear! but i can tell you that if you are speaking with a techy guy then you can talk with him about all the wonderful things that aruba can do i mean technically, but if you are talking with a Manager that does not know anything of that, and he will try to spend the less money he can in that, and to convince them you need to tell him in a way he can understand why buying aruba is a better option... things he can undrerstand... for example if its an aruba switch i tell them about how they can safe energy with them with their poe feature which can turn off at night the APS and stuff like it. Or if its an Aruba AP you can tell them how reliable they are and they got lifetime warranty, stuff they can undrstand
Once again im not a salesman so i hope a salesman here can help you better than i can do it...
Cheers
Carlos