You need to think about , and educate your customers to look at , value for money rather than straight purchase price.
OK so you might be more expensive, but do they get something extra or better quality for the money?. If they do, then tell them so!!
If they buy the cheaper competitor, might they have to replace it within 2 years perhaps whereas yours will last 4 years?, in which case you could be 1 1/2 times the price but offer better value over 4 years.
Do you offer better service, pre-sales advice/deisgn or after sales follow-up? A long guarantee maybe? Try to think of every benefit that your customer might actually get "for free" within your price but have to pay for with the competitors (delivery charge for example?).
It's all about selling the benefits of dealing with your Company and what it can do for them, rather than just "facing bricks, �20 per 100" or whatever. That is the difference between selling and order-taking!!