Decision Process
The Decision Process is the structured sequence of steps the buyer follows to reach a final purchasing decision.
Decision Process vs Decision Criteria
Who are the key people involved, and what are the steps they’ll follow to evaluate, choose, and ultimately purchase your solution?
The Decision Criteria defines what the choice will be based on, while the Decision Process outlines how that choice will be made.
While the Decision Criteria determines whether you’ll be selected as the preferred vendor, it’s the Decision Process that dictates if and when the deal will actually close—or if it will slip into delay.
As a seller, it’s essential to uncover the Decision Process as early as possible. From there, your job is to actively move the deal forward through each stage of that process.
Keep in mind, the Decision Process often evolves. Different stakeholders may bring new insights, expectations, or steps to the table. That’s why top-performing sellers stay sharp—continually tracking updates, aligning with all key players, and adjusting their approach to keep the deal progressing.
Validation and Approval
Influencing the Decision Process
Although the core of the Decision Process is often driven by compliance and other fixed factors, there are still key opportunities for you to have an impact.
You can influence aspects like the timing by presenting a compelling commercial offer or optimizing resource allocation.
Additionally, you might be able to introduce extra steps that could give you a competitive edge over others in the process.
Engagement and Effort Don’t Equal Progress
A common mistake sellers make is assuming they’re progressing through the Decision Process simply because they’re engaging with the customer. This is a rookie mistake. No matter how many extra demos, reference calls, or reports you provide, if you're not moving through the stages of the Decision Process, you're not making real progress.
MEDDPICC provides a framework that helps sellers focus on the actions that truly matter — those that move you closer to closing the deal.
Aligning the Decision Process with Your Sales Process
Early Stage: How does the customer make decisions?
Mid Stage: I have a clear understanding of the decision-making process for my deal, and I'm actively tracking progress at each stage.
Late Stage: Everything is progressing according to the Decision Process, and I'm effectively managing the final steps toward closing.
Decision Process Summary
Understanding and staying closely connected to both the Decision Criteria and Decision Process is a powerful way for sellers to track their progress in a deal. By aligning your sales approach with how the customer makes purchasing decisions, you position yourself for greater success.
This page offers a streamlined interpretation of the Decision Process insights found in MEDDICC – The Book and our MEDDPICC Masterclass.