Need to set aside a few hours of time for ski boot shopping. Be prepared to spend a good chunk of the day for this endeavor.
Try on lots of boots and leave them on for a while, walk around the shop in them.
Don't just try on a boot, oh that feels all right, take off and leave. Pressure points take a bit of time to develop into pain.
Try to flex the boots. Know what type of skier you are and what flex you might be in search of.
Don't buy the name, buy the boot that fits you!
Who cares if it's Lange, Nordica, whatever, just because some big name skier wears them, doesn't mean they're gonna work for you, it's what fits you that matters
Try to find a dealer with a LARGE selection of boots, the more boots they have the better your chance of finding a well-fitting boot.