The issues are not only costs (prices) but also supply and demand as well as quality and location, which is tied to costs. When someone goes to a department store to try something out for the first time and they expect the cost of an item to be within a certain price range and then find an item in that range they take it off the shelf and purchase it. Perhaps there were other similar products on the shelf and they cost significantly more. If the original purchased item works for the person, then they will most likely be satisfied. If it doesn't they will start to look more closely at the differences between the item they purchased and the higher priced items. Then they have a decision to make - to try another lower cost item in hopes that it will work for them (maybe the first was a fluke or a lemon) or go to a (hopefully) superior although more costly product. Everyone wants the best value for their dollars.
I do business development and one of the conflicts that I face with my "pitch" is that although my firm doesn't do the same thing over and over again we try to promote our versatility, adaptability, our experience with a wide range of clients, and industries and problem types versus our competitors that only do one thing. Often times they (our competitors) have that "thing" down so pat that they can bring on less costly junior engineers to do the basics. Even though they will take several more hours to do the "thing" at their lower rate they do cost less. (What they produce may not and probably is not the best product for the clients money.)
SOOOOOOO, how do we get to location and its relation to costs? I have probably worked with scores of engineers from India, China and the middle east in the twenty or more years that I have been in engineering, and one thing they have in common is that they most likely went to school for at least their masters either in the UK or the US. Therefore assuming their capabilities, i.e. their quality, is the same as an American or UK or Canadien engineer and that they live in an area where the cost of living is much less lower than ours, then they can afford to charge less and still have a standard of living that they find acceptable, albeit not necessarily as "high" as ours. If that is where they are based and with the global economy and worldwide instant communications through the internet they can be a very economical solution to the business model where in order to be competitive, they have to continually reduce costs, then overall prices and then they can still maintain or even increase their profits. Profits are not evil and are necessary in order for capital expansions to take place (growth) and also what everyone would like - raises in their salaries/rates of pay. However, price is not the only variable, so either improve turnaround and/or quality.
In my business development, that is what I do not know how to demonstrate, higher quality on what the client wants in the near future. I can demonstrate quality on past jobs but not the future one. I like to think that I can do a better job. I sure love trying to! And it gives me great satisfaction. But what I am selling is not a manufactured item that has gone through a series of tests and demonstrations prior to placement on a store shelf. The client can not see or touch the product or even read the specs before they make a decision to purchase my product. Put ten different competing engineers in a room and ask for a problem solution and you could get 10 different answers. Some will be more economical than others, some could be delivered quicker than others and some may be of a higher quality whether that quality is defined by performance, or life cycle, or some other parameter. This is the challenge that sales people face in engineering and it is also the challenge that we each face in our careers. We have to demonstrate, i.e. sell ourselves, more often that we would like to think - such as only when we are looking for a new job. Look at some of the book titles for marketing and you will see titles that read "tooting your own horn", "getting out and doing", "meeting people and presenting yourself". The squeeky wheel gets the grease. Whoever advertises has a better chance of getting the work irregardless of their quality. So either you hit them the potential client with a special three for one type deal (low cost widgets from far away) or else keep reminding your potential clients that you are here to serve/meet their needs. I am sure there is more and I am still learning. The lesson is ever changing and elusive.