There are three varieties of single-factor decision making

Even if your customer has not issued an RFP, he or she will probably evaluate competitive offers on the basis of a key criterion. It might be price. It might be timeline. It might be references or relevant experience or the "business fit" of your solution. What if you and your competitor are roughly equal on the first criterion? Then the customer moves on to a second and compares. If you are roughly equal there, the customer will choose a third. But decision makers seldom go beyond two or three factors before reaching a decision. There are three varieties of single-factor decision making that your customer may use.