When the recession hit, the B2B buying cycle was dramatically changed. Suddenly every penny had to be accounted for, every expense carefully analyzed, every cost evaluated. If it wasn’t necessary to the operation of the business, it was shut down. People couldn’t afford to be frivolous, with either their personal bank accounts or a corporate budget. When there is no easy money, there are no easy buying decisions. It almost felt like it was easier to get a mortgage than get hired by a new client!