My only question is about reason #1, price. Matt says “that’s almost always the main reason”
I wonder if Matt means, “perceived value for the price” – because lowest price does not always win out. Some buyers are trained not to take lowest price. Others learn about the value of what they are buying – which is not the bottom line initial price of the item, but rather it is this equation: VALUE = BENEFITS minus COST.
If Matt truly DOES mean price, than that is one more confirmation as to why you want to call on executives outside of purchasing, where you can make a case for the full value, not just the price. Makes sense?