During this prolonged market downturn, business clients are especially price sensitive when buying services or a product/service bundle. Many customers have frozen or reduced budgets and use internal resources for less than optimal solutions. Those that are purchasing services are becoming increasingly sophisticated buyers that view services as a series of well-defined commodities that are available from a plethora of companies. Unfortunately, many service vendors have not updated their offering to meet the evolving needs of their business customers. Nor do they communicate their unique value to each client. As a result, customers that are buying focus primarily on price, knowing that suppliers will respond with even greater discounts. Or worse, suppliers will give away services to close the sale of commodity products, thus undermining the true value proposition.