Having the perception of being good or offering a better whatever can make a significant difference when it comes to converting a prospect into an account. Just make sure what is purchased can reinforce the customer's perception. Of course . . . It is considerably easier for those companies with financial ability that have smart marketing and advertising. And for the rest of us . . . It is how you present it, including via literature, web site, trade shows, and one on one situations.
Testimonials are also important tools in the perception game.
Remember . . . There may be nothing worse in the business world as being perceived as bad.