Commoditization is not going to be an issue in highly technical fields such as security consulting, which is why your approach works for you. In our field thou

Commoditization is not going to be an issue in highly technical fields such as security consulting, which is why your approach works for you. In our field though, there are a lot of competing products, and a lot of them are either free or very cheap. And at a high level, they have similar "features" and "benefits". But once you get down to the nitty-gritty, there are tons of differences. That's why we spend a lot of time and effort educating our clients on those differences. We have to demonstrate the value first before providing the price in order to avoid sticker-shock.