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DECISION CRITERIA

The Decision Criteria are the various criteria by which a decision to purchase your solution will be judged.

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THERE ARE THREE KINDS OF DECISION CRITERIA:

How important each part of the Decision Criteria is will depend on the organization you are selling to and which stakeholder inside of it you are dealing with. For example, the CTO/CIO is going to be vastly more interested in the Technical Decision Criteria than the CFO, who is more likely to be interested in the Economic part of the Decision Criteria.

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TECHNICAL
Does your solution technically meet the requirements to make it feasible for the requirements outlined?
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ECONOMIC
Matters relating to how viable your solution is from a perspective of finance, risk and efficiency.
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RELATIONSHIP
How closely do the values and direction of the two organization’s align?

UNDERSTANDING THE DECISION CRITERIA

Decision Criteria are the set of principles, guidelines, and requirements that an organization uses to make a decision.

For sellers, these are the things that set your solution apart from your competitors. It’s important to gain an understanding early of what your customer is looking for and what they value.

Selling without clearly defined Decision Criteria is like selling in the dark. It won’t feel much different for the customer either, as they will simply be going off of gut feel.

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INFLUENCING THE DECISION CRITERIA

Your customer probably won’t come to you with clearly defined Decision Criteria. They may have an idea of what they want from a solution, but it is your responsibility as the seller to educate them on what they should be looking for. This way, you can influence their Decision Criteria to favor your solution.

By showing your customer what your solution does better than anyone else, and why it matters, you set traps for your competitors who simply cannot do what you can.

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SUMMARY

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•  The Decision Criteria are the various criteria by which a decision to process your solution will be judged.

•  There are three kinds: Technical, Economic, and Relationship

•  Often, your customer will not have any, and you can help shape the project by helping to create it

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Metrics
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Economic Buyer
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Decision Criteria
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Decision Process
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Paper Process
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Implicating The Pain
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Champion
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Competition
RELATED RESOURCES

WANT TO KNOW MORE ABOUT DECISION CRITERIA?

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Proactive Decision Criteria: A Game-Changer for Sales Leaders

In this episode of MEDMEN, Andy and Pim tell the stories of two solutions they were looking at buying, and how the final decision was influenced by the way the vendors chose to engage with them (or not engage with them).

WATCH HERE
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Decision Criteria: How to Guide Buyers to the Right Solution

Andy and Pim explore common errors people make when approaching the Decision Criteria, such as assuming that customers will always possess them and that once identified, these criteria remain set in stone.

WATCH HERE
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How Buyers REALLY Decide: Decision Criteria Breakdown

In this episode of MEDMEN, Andy and Pim talk about why using Decision Criteria three-dimensionally is crucial for compelling differentiation. Getting beyond the technical proves to the senior key decision makers why your solution is vital to their goals. 

WATCH HERE