Two things you need at the beginning of starting a business: the ability to have a product/service and the ability to sell. The better your product, the less skilled you need to be at selling and vice versa. If you're doing it alone, don't underestimate the effort and skill needed to market and sell a product -- it is extremely challenging and is a big commitment either in terms of time and/or resources. You've made it easier on yourself by making the better product, but sales (especially B2B products) will never magically appear even with a superior product.

Don't view your competitors as people peddling 'crappy tools' or 'junk', view them as expert sellers, business people. Learn from them, figure out what channels they're using to sell. Are they reaching out to CTOs via LinkedIn? Are they calling directly? Are they doing targeted ads in the right publications? Pursue those routes and get your numbers up - at the end of the day, sales is very much a numbers game. Reach out to 100, speak with 10, sell to 3.

Similarly to how often Business guys underestimate the difficulty in the work of the Technical guys, it's really important to have respect for how truly challenging the marketing and selling is.

EDIT: I know OP is asking for specific steps he/she can take, but my view is that the first step is to have the right perspective on the problem and have a healthy appreciation for the competition.