Most prospects use a relatively arbitrary decision process. Uneducated buyers often make the mistake of weighing criteria and basing their decision on which solution checks the most boxes on the list of requirements.

However, an educated buyer decides based on impact. As a sales professional, you need to guide your prospect to help them make their decision using impact.

Most prospects use a relatively arbitrary decision process. Uneducated buyers often make the mistake of weighing criteria and basing their decision on which solution checks the most boxes on the list of requirements.

However, an educated buyer decides based on impact. As a sales professional, you need to guide your prospect to help them make their decision using impact.