What’s “Better”?

I suspect that today’s buyers for complex solutions care less about “whose product is better” and more about “who would you prefer to do business with?” 

• For buyers purchasing tools, vendors who make it simple and easy to buy are favored: “I just need to order ten licenses of your CAD tool…”

• For buyers purchasing complex offerings, vendors who enable their buyers by doing a superior job with discovery are in a competitively advantageous position: “I need to make sure you fully understand our situation before I can trust accepting a solution from you…”

What are you doing to become the preferred vendor?