I develop elearning courses, amongst other things such as cat-herding. I’ve convinced 4 out of my last 5 employers to purchase the Articulate suite of products.
Why? Their community and customer service. Their products are customer-centric and easy to learn. They provide tutorials, and they talk to their customers.
I’ve used several other development tools – in one case, it took me 3 days on their website and the phone just to give them my money.
If a company makes it difficult to pay for their products, I’m wary. When it takes years for them to answer questions in their forums, I run.
So, what is my key factor in purchasing software? The people of the company. The service and responsiveness of the company. That’s it.
People trump features every single time.