Uncovering a customer's decision-making process and criteria can be done by using frameworks and tools to structure conversations and collect relevant information. The BANT framework can help you qualify the customer's budget, authority, need, and timeline. The SPIN framework can be used to ask situation, problem, implication, and need-payoff questions. The MEDDIC framework is useful for identifying the customer's metrics, economic buyer, decision criteria, decision process, identify pain, and champion. The Value Proposition Canvas can be used to map the customer's jobs, pains, and gains and how your solution creates value for them. Additionally, the Decision Matrix can be used to compare different options based on weighted criteria. By employing these frameworks and tools, it is possible to guide customers through a logical and systematic process of evaluation and decision-making. Furthermore, they can be used to document findings and share them with customers and sales teams.