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.

Conduct a proper diagnosis using the SPICED framework. Employ question-based selling, with a combination of open- and closed-ended questions to peel back the layers of their pain points, and to understand the impact that your prospect is looking to achieve.