How we change what others think, feel, believe and do
How do people make choices when there are many attributes to compare (which is most of the time).
When there are simple choices, they will use compensatory strategies, trading off different attributes, such as condition against color. Traded attributes are often of similar priority. Another approach is to focus on differences.
With complex choices, non-compensatory strategies are often used.
When I bought a new pair of loudspeakers, I used a compensatory strategy to compare and trade off differences between the speakers available in the shop.
Find out the strategies that they prefer, for example with a discussion about previous choice and then play to it.
Be aware of the strategies you use and the alternatives. Watch out for people leading you up the garden path.