In many instances I would argue relationships in the B2B sale are more important than price. I have both lost and won many deals because of only the relationshi

In many instances I would argue relationships in the B2B sale are more important than price. I have both lost and won many deals because of only the relationship. Just recently a fairly large one we lost had a fantastic ROI, about a 10% ramp time to the competition, and even had the CTO's buy in. But we lost and found out it was bc the VP was neighbors to the other sales rep and he convinced the CTO not to buy from us. From what I can gather from the other folks that were championing for me was mostly untrue FUD was used by this VP, all in an effort to help his buddy. Their cost was supposedly ~30% higher and I usually stomp that product to the ground - because of business cases.