Why price dominates unless you stop it
Price is precise, comparable and available immediately, while everything else is qualitative and requires judgement. That asymmetry is why price wins by default even among buyers who genuinely intended otherwise. The mind naturally anchors on the number it can rank, and the softer factors then become reasons for or against a conclusion that has already formed rather than genuine inputs into it rather than shaping the conclusion you eventually reach.
The remedy is not to ignore price, which would be foolish, but to give the other factors enough structure to compete. Writing down four or five headings and a rough weight for each takes fifteen minutes. It converts vague preferences into something you can apply consistently across three proposals, and it makes the final decision explicable to somebody who asks why the cheapest was not chosen.
