When there is more than one option that on the surface look pretty much the same, you will often resort to “going with your gut”
In a world where your offering is essentially a commodity then what you are left with is how you make the buyer feel.
Am I in safe hands?
Do I feel like I am getting value for money?
Will this help me more than hinder?
Will this personally either protect or advance me?
Do I trust this will be delivered as promised?
These are the questions bubbling below the surface in your prospects mind, it is up to you to respond.