Yes, buyers do this. Make a spreadsheet--mental or written--with the vendors across the top. Features down the side. Prices along the bottom.

Line 'em up, reduce them to equal, and make it all about price.

They have professional Buyer courses teaching them how to do this and outwit Sales & Marketing, too!

So you have to add something.

It can be tangible or intangible.

Tangible is "Every delivery comes with a free bouquet of flowers."

Intangible is "We'll get it there on time--no matter what," and you develop the reputation for doing so through stories. An attitude. Commercials of your gritted-teeth courier delivering to an isolated, snowy mountaintop Buddhist monastery they had to free climb to reach.

The target market has to value this differentiating factor, and when it's done right a real monkey wrench can be thrown into their spreadsheet price-shopping plans.

Want my help in developing this differentiation in your buyers' minds? Let's book a call.