They want to trim costs, work more productively, and hold on tightly to the customers they have. And so do you, of course. Trimming costs and holding on to customers can be conflicting goals. I can't think of a faster way to lose hard-earned customers than to make them wait longer when they need help. When they show up, they talk about our solutions, not problems they're having back at their office.
Morale is often the cheapest thing to maintain.
You don't have to throw weekly beer parties to keep employees happy. All you have to do is keep yourself positive. Make sure that all of your employees feel free to direct their complaints to you, rather than to your customers. As for what you should be selling during these penny-pinching times, stick with solutions that improve existing business processes and reduce existing costs. In addition to your current customers, look for industries that thrive during hard times.