I would categorize it as mild to moderate. I loathe salesman. I can count on one finger the number of salesman that I have dealt with that I consider honest, upfront, and dependable, ie, not full of shit.
There in lies the problem. I don't promise anything I can't do. I don't state lead times I can't meet. I don't do work that has tolerances I can't hit. If I have concerns about the part, design, features, I ask questions and for clarifications. I've talked customers OUT of giving me work because I wasn't a good fit and recommended them somewhere else to go.
I'm not aggressive in the least, and maybe I should be more aggressive. I had a customer contact me about making another batch of parts I made last year. I responded to his email, twice. I left two voicemails. Never got a reply. I've moved on. If they want the parts made, they'll get back to me.
The market is telling me that I am not good at onesies and twosies. I know that because I am getting less and less of this work. I did a batch of parts for a customer recently, they were very happy with the quality of the work, turn around (6 business days from receipt of material), and price. We even traded a few emails about more work. They wanted to "integrate" me into their quoting processes essentially meaning that all the work they quoted, I would be doing the machining for. They backed me into a corner and told me I had to give them an hourly rate. I told them $100/hr. I have never heard from them again. These are all plus minus .001 parts, typically all one off, special tooling, pain in the butt designs, pain in the butt materials, etc etc.
There is plenty of work out there... I just don't want it. The Tier 1 manufacturer I used to work for has plenty of work. Complex parts pay about $35/hr based on their time estimates. With 90-120 payment terms.
I discussed another job with a local company that they had quoted from another company. Problem was lead time. They wanted them faster. Based on the other companies quote, and based on my BROTHERS speed, the other company was charging about $24/hr. With $0 in tooling, setup charges, workholding, etc.
I am sure they are out there. I know there has to be. Finding them has been the problem. More than that is getting in through the bureaucratic BS to the people who know what is needed.
Another instance I had a company north of me ask to quote some parts. One of my best friends works there and told them to call me to do the parts. Basically they didn't have time to do them in house. They told me that my price was 3 times what they make them in house for. My friend told me that is TOTAL BS, because they only track the time the part is being machined on the 5 axis (totally unnecessary for the part) and none of the time it is in a manual mill, lathe, 3-axis, or surface grinder. They also don't "account" for the cost of any tooling, setup time, etc. Since he has made the parts in house, he argued that their cost is/would be HIGHER than mine.