Uncovering decision making criteria

There are a few ways to uncover decision making criteria in the Decision Making Unit (DMU)

By observation:

• What has the customer talked about?
• What do they seem to be struggling with?
• What gets their attention?

By deduction:

• What is happening in the customer market place?
• What are their competitors doing?
• What do their clients want?
• What should they want from a supplier like you?