 
Question:
How can we deal with a company that allows users of our product to select us based on the value we bring to them, but then expects us to negotiate a price with a purchasing department that treats us like we are supplying a commodity?
Answer:
The answer is, in principle, quite simple and similar to the question above about dealing with reverse auctions: un-bundle the elements of value. When you tell the purchasing agent that you are willing to meet or come closer to the competitive price but only by taking away the things that differentiate your offering, the purchasing agent is forced to reintroduce the users to evaluate the tradeoffs. If you can't unbundle, then you have to be prepared to walk away. However, do not do so without reinforcing your desire to work with and value to the users. It is their job to fight the battle with purchasing. It is your job to empower them with a compelling value story for buying your product.
It is also important to understand the deceptive techniques that purchasing agents have learned to undermine a compelling value story, and how to respond to them.
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