Decoding Decision Criteria, Mastering Champions: Blueprint for Sales Success with Anne Gary

In this episode of the Revenue Builders Podcast
hosted by John McMahon and John Kaplan, our special guest,
Anne Gary, the Managing Director at Force
Management, is back again to discuss the intricacies of decision
criteria while mastering the role of champions in sales success.
Delving into the depths of sales strategy, they explore defining
decision criteria, aligning it with customer needs, and
differentiating products effectively. John McMahon, John Kaplan,
and Anne Gary navigate through the risks of scope creep in Proof
of Value (POV) or Proof of Concept (POC) stages, emphasizing the
importance of formalizing criteria and engaging stakeholders.
Discover the critical role of champions in aligning criteria with
business outcomes, understanding customer pain points, shaping
compelling points of view, and leveraging their influence to
drive sales success. This insightful discussion equips sales
teams with actionable strategies and anecdotes to secure customer
engagement and ace the sales process.

Tune in to this conversation with John McMahon and John Kaplan on
the Revenue Builders podcast.


HERE ARE SOME KEY SECTIONS TO CHECK OUT


[00:03:12] Decision criteria are specific requirements and
quantifiable metrics used by customers to evaluate potential
solutions.
[00:04:21] Aligning product differentiators with decision
criteria enhances the chance of winning the validation
event.
[00:06:38] Differentiation strategies include unique, valuable,
and comparative differentiators, but vigilance is needed as these
can become targets for competition.
[00:12:39] Scope creep in decision criteria introduces more risk,
necessitating continuous monitoring and alignment with evolving
customer needs.
[00:19:06] The process of defining decision criteria begins in
the discovery stage, involves scoping and champion involvement,
and should be finalized with the economic buyer's approval.
[00:22:28] Challenges arise when criteria change, warranting a
deeper understanding of who influenced the change and why.
[00:23:09] Champions need to be prepared for objections in
advance to increase the chances of success in complex sales
cycles.
[00:26:06] Keeping champions prepared ensures successful meetings
and sustains their support for the sales process.
[00:27:02] Understanding and quantifying pain points during
discovery and scoping stages are vital for success.
[00:32:50] Summarizing and understanding customer problems helps
in overcoming seller deficit disorder.
[00:33:27] Constructing a pain matrix aids in prioritizing and
solving identified pain points promptly.
[00:37:41] Adapting to changing criteria by utilizing pain
matrices enhances adaptability and customer understanding.
[00:39:36] Champions play a key role in influencing stakeholders
and formalizing decision criteria.
[00:43:04] Champions' timely feedback is crucial for addressing
challenges and managing stakeholder expectations.


ADDITIONAL RESOURCES


Learn more about Anne Gary:
https://www.linkedin.com/in/anne-gary-a054aa96/


Download our Sales Transformation Guide for Leaders:
https://forc.mx/3sdtEZJ


HIGHLIGHT QUOTES


[00:03:00] “I define the decision criteria as a specific set of
requirements, standards, and real importantly, the quantifiable
metrics that the customer uses to evaluate the potential
solutions. And making a purchase decision with that definition,
though, the importance of the decision criteria is winning in the
proof of value lies in the ability of the salesperson to align to
the customer's needs and expectations, you know, with their
solution. So, with that, by helping to create the decision
criteria with the customer, you know, salespeople can demonstrate
the value and relevance of their product and increase the
likelihood of a successful POV. And ultimately, you know, they're
really going to close the deal for higher price points.”
[00:27:22] "You really need to show up with a compelling point of
view, meaning you've done your homework. You understand the
customer and their use cases, you know, knowing their use cases
gives you the ability to discuss it with the customer in a
confident way. I just can't imagine showing up to a call and not
really understanding what they do, what they're about, and you
almost understand the patterns of what they're looking
for."
[00:46:30] "And so if you're listening and you're technically
inclined, decision criteria is a great place for you to really
help the sales team. What I used to, I love doing when I'd go on
a forecast, I'd have the technical people on the forecast as
well. I'd ask what the decision criteria is, and then I wouldn't
ask the seller. I would ask the, the technical person, I would
say, how do you feel about that? Number 1, is that the correct
decision criteria? Number 2, can we win with that criteria?"