The Audible-Ready Sales Podcast Influencing the Decision Criteria
Apr 25, 2023
Tim Caito, a sales effectiveness leader specializing in MEDDICC and decision-criteria strategies, delves into the importance of shaping customer decision criteria to enhance sales success. He identifies common missteps that sellers make, like confusing criteria with desired outcomes. Tim emphasizes the need to understand the customer's biggest pain points to effectively influence decisions. He shares strategies on how to expand and prioritize criteria that align with your unique advantages, ultimately guiding sellers toward success in complex B2B deals.
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Decision Criteria Operationalize Advantage
- Decision criteria is where competitive advantage gets operationalized in a deal.
- Treating decision criteria as mere checklist items misses their strategic leverage.
Triangulate Rather Than Accept Criteria
- Do not accept customer-listed criteria as the full, static list to chase.
- Triangulate their criteria against the customer's pain, stakeholders' priorities, and your competition.
Outcomes Aren't Actionable Criteria
- Many stated 'decision criteria' are actually desired outcomes, not actionable requirements.
- Outcomes like "easy to use" don't reveal the specific criteria needed to differentiate solutions.