The US economy might be improving, but business leaders are still walking a tightrope: budget pressures and the increased cost of failure have led to buyers scrutinizing purchases more than ever before – both as individuals and in group buying settings. Part of this has to do with greater information availability – customers are educating themselves about products and solutions before they ever see a rep, and, as such, are in a better place to make more thorough and deliberate decisions about what they buy. And who can blame them?