Just like they say in the real-estate business "Location Location Location". Regardless of how fancy or high end your camera is lighting is the key to success. Outdoor with strong ambient light is always good. However, glare and the angle of the light need some clever positioning. Indoor - light box or a couple or lamps around can usually do the trick. Obviously a light box for a nominal sum works wonders when the sun light is not cooperating.
Just my 2 cents.
Bill