What Are the Key Purchase Criteria?

The top three key purchase criteria for this type of buyer and prospect is feature functionality, let's say ease of use and security. Sometimes price or some of these other things might not even come up in those top three. And then you have to go back and look at, well, then why are you selling and discounting on price or something else? Because you're not actually understanding what's most important to that buyer when they're making that decision.