Buying decisions always have an emotional component.

Are you trusted?

Is your company safe?

Is your product the “industry standard”?

Will you make them look good?

Will you make them look unnecessary?

Does working with you make them seem more professional?

Does working with you mean they don’t have to do anything?

Will you make them money?

It’s all about the person.  And none of the above has anything to do with the details of your solution.  Details matter but not nearly as much as most of us think.

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