A premium global translation services company had been battling extreme market commoditization by competitors offering much lower quality services. Holden Advisors conducted a Negotiating with Backbone training with sales executives to gain alignment and begin to build a new sales process. Results were seen almost immediately. Procurement attempted to renegotiate an expired MSA to reduce pricing by 27%. Although tempted to keep the revenue, the seller stopped the project and insisted that the real users intervene to stop the procurement games. Procurement backed off and the project proceeded as previously quoted without discounts.