It's Never About Cost - It's About Value

Professional service firms that have to compete for work are always aware of offering lower rates to customers in hopes of swaying a customer's mind. Remember though that low-cost does not always equate to customer interest.

Here's an example from the product world. Via the blog of Guy Kawasaki.

http://blog.guykawasaki.com/2008/12/signs-of-the-ti.html