The question is bigger than it seems.
Great topic, btw.
I agree with your thoughts and run my own business the same way. I don't earn any money on software or hardware markup. Unfortunately, I'm not doing a super job of communicating the difference to customers.
People are hard-wired to expect expensive things to be something they can put their hands on...preferably something heavy.
Add to that our culture is all about what's disposable.
I have lost count how many times I've had customers lose it over an ESTIMATE for a project that was clearly, easily within their budget, and would clearly make their business better.
I completely agree with you about software. I told a customer just yesterday I don't sell products, just work and expertise. I sell value.
He understands because he's an IT manager, and has to deal with users who don't understand.
Unfortunately, most customers are not experienced techs, and expect everything to be shrink wrapped, with us wielding magic wands. They don't want to pay us to "figure it out." They want to call us and us have a shrink wrapped, ready made answer that can cure all their ills in 5 minutes.
So, suffice to say, I'm puzzling too. I'm not sure where the opportunities to serve will be in the future.
