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- Definition
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- FableForce
The standards customers use to compare their options, including the ones they rarely state directly.
Decision criteria are the standards people use to judge whether an option is right for them.
Some are explicit: price, timing, capability, or location. Others emerge through experience: responsiveness, confidence, familiarity, perceived risk, or whether the business seems to understand the situation.
Gather Evidence
Listen to the questions customers ask before buying, the reasons opportunities stall, and the language people use when explaining a choice. Compare this with what the website, proposal, and sales conversation currently emphasise.
The gaps often reveal why a strong capability is not being recognised.
Shape The Offer
Do not attempt to satisfy every possible criterion. Decide which standards the business can credibly win on and make the supporting evidence easier to find.
The aim is to help the right customer make a confident comparison.
Need clear direction?
Talk through the decisions, evidence, and priorities shaping what your business should do next.