As a consumer, I shop at Amazon, ride with Uber, do vacations with AirBnB, book airlines on Expedia. We all have our favorites because these businesses makes the buying experience easy, predictable and enjoyable. The experience triumphs it all (even price to an extent). Enterprise software buyers have other reasons for rejecting a vendor's product. Having a competitive offering is just table stakes in this new consumer driven economy.
NOTE: The learnings from this blog site are not a substitute for a training course; training courses are not a substitute for working together in the field. If the content here resonates and you want to explore further, give me a call.