Decoding Decision Criteria

Understanding how your prospects make decisions is crucial. This is where the "Decision Criteria" component of MEDDICC comes into play. I'm reviewing this opportunity qualification framework and each of its components. As sales leaders, equipping your team to uncover, influence, and align with these criteria can significantly boost your win rates.

What are Decision Criteria?

Decision Criteria are the factors and standards a prospect uses to evaluate potential solutions and ultimately make a purchasing decision. These can be formal (documented and explicit) or informal (unspoken but influential).

Why Decision Criteria Matter

• Alignment: Knowing the criteria allows you to position your solution effectively.
• Competitive Edge: Understanding decision criteria helps you differentiate from competitors.
• Objection Prevention: Addressing criteria proactively can prevent late-stage objections.
• Forecasting Accuracy: Clear criteria make assessing your opportunities' strengths easier.

Types of Decision Criteria

• Technical Criteria: Features, functionality, compatibility, scalability
• Financial Criteria: Price, ROI, TCO, payment terms
• Operational Criteria: Ease of implementation, training requirements, support
• Strategic Criteria: Alignment with long-term goals, future-proofing
• Relationship Criteria: Vendor reputation, cultural fit, existing relationships

Strategies for Uncovering Decision Criteria

1. Ask Direct Questions: Train your team to ask pointed questions such as:

• "What criteria will you use to evaluate potential solutions?"
• "How will you measure the success of this project?"
• "What has worked or not worked with similar solutions in the past?"

2. Analyze Past Decisions: Encourage prospects to share insights from previous, similar purchasing decisions:

• "How did you select your current [relevant solution]?"
• "What do you wish you had known before making that decision?"

3. Engage Multiple Stakeholders: Different stakeholders often have different criteria. Teach your team to:

• Map out all relevant stakeholders
• Engage with each to understand their specific priorities
• Look for commonalities and conflicts in criteria across stakeholders

4. Listen for Implicit Criteria: Not all criteria are explicitly stated. Coach your team to pick up on subtle cues:

• Pay attention to follow-up questions after your presentations
• Note which features or benefits generate the most interest or discussion
• Observe reactions to competitor mentions

5. Leverage Internal Champions: Work with internal champions to:

• Validate your understanding of the criteria
• Uncover any "hidden" criteria not shared with vendors
• Gain insights into the relative importance of different criteria

Influencing Decision Criteria

While it's crucial to understand existing criteria, top-performing sales teams also know how to shape and influence them.

• Educate on Industry Best Practices: Position yourself as a trusted advisor by sharing insights on the criteria of other successful companies.
• Introduce New Perspectives: Help prospects consider factors they might have overlooked, especially if these align with your strengths.
• Reframe Existing Criteria: If a prospect's criteria don't favor your solution, try to reframe them to align better with your offering.
• Emphasize Long-Term Value: Encourage prospects to consider long-term strategic value, not just short-term tactical needs.
• Challenge Misaligned Criteria: If you believe specific criteria may lead to a suboptimal decision, respectfully challenge them and offer alternatives.

Implementing a Decision Criteria Focus in Your Sales Process

1. Update Discovery Questions: Ensure your discovery process includes questions to uncover decision criteria.

2. Create a Criteria Tracking Tool: Develop a system (within your CRM or as a separate tool) to track and update decision criteria throughout the sales cycle.

3. Align Your Proposals: Structure your proposals and presentations around the prospect's key decision criteria.

4. Train on Criteria Influence: Provide training on effectively influencing and shaping decision criteria.

5. Make it a Qualification Factor: Your opportunity qualification process should include a clear understanding of decision criteria.

6. Develop Battlecards: Create battlecards that map your solutions' strengths to common decision criteria in your industry.

Potential Pitfalls to Avoid

• Assuming Criteria are Fixed: Remember that decision criteria can evolve throughout the sales process.
• Overemphasizing Formal Criteria: Pay attention to informal or emotional criteria that can be equally influential.
• Focusing Only on Product/Service Fit: Remember to address company-level criteria like vendor stability and cultural alignment.
• Ignoring Conflicting Criteria: Be prepared to navigate and reconcile conflicting stakeholder criteria.

Conclusion

Mastering the Decision Criteria component of MEDDICC can transform your sales team's effectiveness. By systematically uncovering, influencing, and aligning with your prospects' decision criteria, you'll be better positioned to win deals and deliver solutions that truly meet your customers' needs.

If you need help training and implementing MEDDICC for your sales team, contact me: [email protected]