Decision criteria encompass the requirements, prioritization factors, expected outcomes, constraints, and success metrics a buyer will use to evaluate solutions and make a purchasing decision.

Understanding the prospect's decision criteria provides sales teams with insights to convey aligned value, showcase differentiation, proactively mitigate concerns, and position the solution as superior at fulfilling their needs versus alternatives. Unique criteria will emerge based on the buyer's situation.

Getting ahead of the customer's decision framework by asking in-depth questions enables crafting proposals tightly aligned to their scoring factors. Adjusting sales messaging to resonate with the prospect's decision criteria and process raises the seller's odds of winning the business.

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