This stage includes pinpointing:

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Budget thresholds
Must-have features
Delivery timelines
After-sales support needs
Brand reputation concerns
Functionality and customization for specific needs
Integrations
Use the information gathered here to (1) make sure your product really is a fit for their needs and (2) personalize your pitch to those needs. (Round peg, round hole.)

The better you understand their decision criteria, the more accurately you can tailor your approach. This stage is your chance to ask questions, listen carefully, take notes, and then use those notes to paint a picture (in their minds, not literally) of how your solution matches their criteria.

Qualifying questions to ask during the decision criteria stage include:

What are the "non-negotiables" you’re looking for in a solution?
Are there certain problems that are the most pressing for your company?
How do you imagine our solution solving your biggest problems?
4. Decision Process
At large enterprises, the decision-making process can get quite complicated. Your job is to gather knowledge about who makes decisions and how they make them.


Key decision-makers, including but not limited to the economic buyer
Critical timelines, such as “we need to spend this excess budget by the end of Q3”
Potential bottlenecks that could halt or alter the decision
Internal processes that may impact the sale
Use the information you uncover here to create a decision roadmap. This roadmap will list the deciders within each department, factors that impact their decision, and a chronological order to the decision-making process. You can inject tailored guidance at each decision juncture along this roadmap and refer to your decision criteria checklist to help with that.