Your customer’s decision criteria are great indicators of your chances of success in a deal. Thankfully, you have the power to mold the decision criteria to fit your own unique differentiators. Tim Caito joins us to explain how to influence the decision criteria in a manner that favors you. He discusses:

Common mistakes reps make when trying to change the decision criteria.
The difference between decision criteria and desired outcomes.
The need to identify the customer’s biggest business pain when attempting to influence the decision criteria.

Here are some additional resources:

MEDDICC Essentials | Ascender Course
- https://bit.ly/3ostFXI
Managing a No Decision Deal | Ascender Course
- https://bit.ly/3AyAR7v
Achieving a Collective Yes | Ascender Course
- https://bit.ly/3KRVQqA
How to Convince Your Customer to Take Action in Your Sales Process | Ascender Article
- https://bit.ly/3mLp2aL
How to Compete Against “Do It Internally” in the Sales Process | Ascender Article
- https://bit.ly/43QsIbJ
Overcoming Sales Challenges: Change the Decision Criteria | Force Management Article
- https://bit.ly/40trkJf

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Influencing the Decision Criteria

The Audible-Ready Sales Podcast

When not to expand criteria

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