I've seen the ad for the hair stylist across from the chain haircut store: We fix $5 haircuts.
That's a great premise to think through.
I'm not the cheapest provider, but you get the added value of being able to contact me when and how you wish (phone, email, twitter, FB, LinkedIn, text, IM) - and my responsiveness. (You also get my dedication to your project and my 10 years of knowledge). I know the AE's can't compete with that, but I still lose more than I win due to shoppers shopping on price alone.
My new slogan may be this one from Gaping Void: