Decision Criteria with Anne Gary

In this curated episode of the Revenue Builders
Podcast, John McMahon and John Kaplan, sponsored by
Force Management, delve into the crucial aspect of decision
criteria in sales. Joined by Anne Gary, the team dissects the
intricacies of aligning decision criteria with product
differentiation to secure sales success. From handling
competition to managing scope creep, they provide invaluable
insights into navigating the sales landscape with precision.


KEY TAKEAWAYS


[00:00:35] Understanding how competitors may adopt your
terminology highlights the importance of clarifying distinctions
in customer conversations.
[00:01:26] Identifying who within the company influences decision
criteria sheds light on the political dynamics of the sales
process.
[00:02:03] Aligning product differentiators with decision
criteria ensures that customers are truly buying what you're
selling.
[00:03:04] Formalizing and quantifying decision criteria is
essential to avoid ambiguity and ensure accountability.
[00:04:38] Scope creep occurs when additional criteria are
introduced, increasing the risk of losing the deal.
[00:06:43] Failing to define criteria rigorously can lead to
irreversible setbacks, especially evident in failed Proof of
Value (POV) scenarios.
[00:07:48] After a failed POV, complaining appears futile as it
disregards agreed-upon rules and may damage credibility with the
evaluation team and economic buyer.


HIGHLIGHT QUOTES


[00:02:21] "If you're outside of the bullseye, they're not buying
what you're selling."
[00:04:58] "It's a seller's job to get the criteria to be... in
their bullseye."
[00:06:43] "If you execute the POV and you haven't locked all
this down... it's nearly impossible to recover from a failed
POV."
[00:07:48] "Even if you did it again... you'd wind up losing
again."


Listen to the full episode with Anne Gary
through this link:
https://revenue-builders.simplecast.com/episodes/decoding-decision-criteria-mastering-champions-blueprint-for-sales-success-with-anne-gary/


Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4
Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/