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The Key For Unlocking Deal Certainty: The Best Practices for Implementing Decision Criteria in Your Organization
Cameron 4 min
Cameron 13 April 2023

The Key For Unlocking Deal Certainty: The Best Practices for Implementing Decision Criteria in Your Organization


To find wins in sales today, applying a methodical, analytical, and repeatable process is crucial in your sales process. Thankfully for those sales professionals who find blockades and barriers to their success potential, there is a proven sales methodology that helps streamline the process, drive urgency, and create more value for your customers as you go through the sales cycle.

The MEDDPICC framework allows you to approach each customer with a personalizable strategy to give yourself the best possible chance to win deals and provide value for your customers. 

MEDDPICC comprises elements that simplify Go-To-Market (GTM) and sales efforts through components of a sales cycle. These elements include Decision Criteria, and this can be one of the most vital elements of a sales process. 

Why is Decision Criteria Important?

Decision Criteria is so crucial because it hones in on the specific requirements, needs, wants, and standards of a customer organization. If you zoom in more, you can use the Decision Criteria to fully understand how a customer assesses, compares, and decides on their potential solutions or vendors. 

By becoming fully knowledgeable and familiar with the decision process, you immediately put yourself in a position of power - you can position your solution in the best possible way, lower the risk of customers going to your competitors and elevate success by knowing and preparing for any potential issues or questions the customer may have. 

Decision Criteria

Best Practices for Implementing Decision Criteria in Your Organization

Understand Your Customer's Needs and Priorities

To become a master of the Decision Criteria and unlock repeatable success, you need first to understand your customer. This can be done by looking into their business priorities, any needs they have going forward in their growth, how they work from an operational perspective, and even Implicating Pain that they encounter on a regular basis. 

Building this foundation at the start of your deals will help you align your product with their Decision Criteria and personalize and customize your approach for their organization. 

Making sure you really listen and empathize with the customer during the call, asking questions, and showing yourself as a trusted partner is all key steps to building successful sales results. 

Conduct Thorough Research

A smart move, to begin with, is a deep dive into what your customer needs, wants, prioritizes and has pain with before you address the Decision Criteria. Build an extensive research study on your client’s industries and markets - this will allow you to personalize your solution to their specific needs and requirements. 

Engage in Active Listening

Make sure you really listen during the sales meetings. This is done through active listening, which helps you dig deeper into important information about your customer’s decision criteria. Pay attention to what the customer is saying and ask questions that clear any confusion from your end. Summarize their biggest points to show that you comprehend what they’ve said for added bonus points!

Customize Your Value Proposition

Once you have a basis for your customer’s Decision Criteria, tailor your value proposition to meet their unique needs. This might include bolding and emphasizing specific product features, presenting relatable case studies, or even showing how your solution outperforms compared to competitors when it comes to ROI and other Metrics

Leverage Internal Resources

Work with your experts internally - this can mean going to your product team, technical specialists, or marketing executives to help position your solution to fit a customer’s Decision Criteria. These experts can help give you unique insights that you might not be able to find, or even pick out simple things that you missed. 

Develop Compelling Sales Messaging

It is crucial to communicate value to your customers. This can be done by addressing the Decision Criteria and showing your solution adds value to the customer, using visual aids, data-driven research, insights, and examples of previous clients to reinforce that belief. 

Create a Sense of Urgency

Work with your customers to understand the potential downsides of deferring from your solution - they could lose a significant amount of revenue, maintain existing overheads or incur additional expenses in the future. Get comfortable with pushing and prioritizing your solution and move forward in the decision-making process by creating urgency within your sales cycles

Customer Needs

Putting in the best practices for creating Decision Criteria is crucial for boosting your sales performance within your organization. You can put yourself in the role of a trusted partner and elevate your chance of winning deals by knowing what the customer needs, how they make their decision, and how you can customize your solution in a way that brings them value. 

Want to find out how you can enable your organization through the MEDDPICC framework, and instill the best possible Decision Criteria approach in your sales team? Get in touch with the team here! 




A sales methodology focusing on key aspects of the sales cycle to drive success, represented by Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion, and Competition.

How does decision criteria impact sales success?

It helps sales professionals align offerings with customers' specific requirements, better position products/services, and increase chances of success.

What are decision criteria best practices?

  • Research and actively listen to understand customer needs.
  • Tailor solutions based on decision criteria.
  • Communicate solution value effectively.

How to create sales urgency?
Highlight potential consequences of delaying decisions (e.g., lost revenue, increased costs) and provide a compelling value proposition to motivate customers.



Cameron Dhaliwal serves as the Content Manager at MEDDICC, with a rich history in regional journalism, public relations at PokerStars, and digital marketing agencies. Specializing in content creation and strategy, Cameron's expertise spans media, technology, and sales enablement. His work at regional news outlets laid the foundation for his passion in Public Relations, which was further honed during his time at PokerStars. Now at MEDDICC, he leverages his diverse skill set to optimize sales and GTM content.

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