When a buyer has two or more conflicting buying$-$criteria in her buying decision making, for example, wanting the lowest price, and also wanting the best quality, the saleperson's strategy should be to:

influence the buyer to use evaluation criteria in which the salesperson has a competitive advantage.

use either one of the criteria to make her product choice.

recommend a competitors product.

understand the buyer's dominant buying motives and go with the corresponding criteria.

select a totally different criteria to simplify the choice