Sales process
Decision criteria
Decision criteria are the specific standards and requirements a buyer uses to evaluate and choose between solutions, covering both technical and business considerations.
In short
- Decision criteria are the specific standards and requirements a buyer uses to evaluate and choose between solutions, covering both technical and business considerations.
What decision criteria are
Decision criteria are the yardsticks a buyer measures vendors against, the features, capabilities, integrations, security and compliance requirements, pricing thresholds, and business outcomes that determine who wins. They are the D for Decision criteria in MEDDIC.
Criteria usually split into technical (does it do what we need and integrate with our stack?) and business (does the return justify the cost and risk?). A rep who knows both can position to win on the dimensions that matter most.
Why uncovering them matters
If a rep does not know the buyer's decision criteria, they are selling blind, guessing at what to emphasize and vulnerable to a competitor who maps them precisely. Strong reps surface the criteria during the discovery call and, where the relationship allows, help shape them toward their own strengths.
Influencing the criteria is a hallmark of methodologies like the Challenger Sale, where the rep introduces considerations the buyer had not weighted and reframes what 'best' means.
Frequently asked
What are decision criteria in sales?
- Decision criteria are the specific standards and requirements a buyer uses to evaluate and choose between solutions, covering both technical needs and business considerations like cost and risk.
Why are decision criteria important?
- Knowing the buyer's decision criteria lets a rep position on the dimensions that determine the outcome. Without them, the rep sells blind and is exposed to competitors who map the criteria more precisely.
Can you influence a buyer's decision criteria?
- Yes. Strong reps surface the criteria early and, where trust allows, help shape them toward their own strengths by introducing considerations the buyer had not fully weighted.