It really comes down to positioning yourself where you are supporting the customers more of your choice than anyone that walks through the door.
The customers that would buy a Swann or Longsee system are not the customers that you will work with or be going after. In order to be in the residential market the only way I could see doing it would be serving only the higher end homes, the people that respect your ability and know that what they want (quality) comes with a price. Likewise, for the industrial and commercial alot of the problem comes down to an inability to get the customer to sit down and really allow the security installer to get to know them, to know their problem, and build up the knowledge that will enable the right design and planning to come out.
You really need to go out of your way to establish a relationship today - there isn't much that separates the equipment we sell vs the equipment they see online. Yes, there are differences but it is imperative to get to the point where the customers understand that they are going to pay more for my system is because they will be using my system for many years rather than replacing it in 2. That my expertise is for their comfort and reliability and ease of use.
The problem is not only that there is a commoditization of equipment, but in reality there is a commodity of installers too. A lot of the installers need to die off, in my opinion - maybe this is just the ticket to do so, if we can weather the storm ourselves.