I spoke a number of months ago to an audience composed largely of machining companies. (Machining companies transform metal and other hard materials into parts used in transportation equipment, packaging machinery and other manufactured goods.) Like many CEOs in mature manufacturing markets, the leaders felt their companies’ offerings had become commoditized. Quality and service, once differentiators, were now requirements to even be considered. Once considered, a customer’s (usually a purchasing agent) final selection of a part supplier was driven largely by prices quoted on bids. Many leaders were angry and frustrated at the Herculean power price (and purchasing agents) acquired during the recession. All signs point to price remaining important into the distant future as well. If companies are doing their best work ever, why were they being treated like a commodity versus a truly valued partner and supplier? A comparison of websites…