The MedMen Show: Fast, Smart Insights for B2B Sales Professionals How Buyers REALLY Decide: Decision Criteria Breakdown
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Jun 19, 2025 Discover the power of three-dimensional decision criteria in B2B sales. Technical specs are just the beginning; economic considerations, like ROI and contract structures, can make or break a deal. Relationship criteria, including trust and market reputation, play a vital role in winning over decision-makers. Proactively addressing all three dimensions not only differentiates sellers but also helps find internal champions. Learn how to analyze past wins and identify potential deal gaps early.
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Decision Criteria Go Beyond Tech
- Decision criteria are often seen as only technical validation like feeds, speeds and integrations.
- Andy cautions that focusing solely on technical criteria misses bigger drivers of purchase decisions.
Three Dimensions: Technical, Economic, Relationship
- Decision criteria include economic factors like CapEx vs Opex, contract duration and ROI, not just price.
- Relationship factors like trust, references and market reputation also meaningfully influence decisions.
Switched Platform For Relationship, Not Specs
- Andy describes switching a core software platform because the new vendor felt like a better partner despite technical parity.
- This illustrates that relationship criteria can drive vendor replacement decisions.