Glossary
Buying criteria
Motivating factors that drive customers to buy a product.
A prospect’s buying criteria are the features, capabilities or benefits wanted from a product or service. Typically these are positive forces that drive people to make a purchase.
Buying criteria can be identified as easily as a prospect stating “I want X, Y, and Z” but also appear in the form as pain points with their current solution. For example, a prospect that says “Our current solution is too time-consuming” has buying criteria of “Saves time compared to current solution.” If this buying criteria can’t be met then a sale is unlikely.
Examples of questions that reveal prospect’s buying criteria include:
-What made you interested in taking a call with me today? Was there something in particular that caught your eye?
-Have you worked with a [Marketing] agency before? How did it go?
-How do you define success with this project?
The better you understand a prospect’s buying criteria, the better you can explain how your product will help them.
Buying criteria can be identified as easily as a prospect stating “I want X, Y, and Z” but also appear in the form as pain points with their current solution. For example, a prospect that says “Our current solution is too time-consuming” has buying criteria of “Saves time compared to current solution.” If this buying criteria can’t be met then a sale is unlikely.
Examples of questions that reveal prospect’s buying criteria include:
-What made you interested in taking a call with me today? Was there something in particular that caught your eye?
-Have you worked with a [Marketing] agency before? How did it go?
-How do you define success with this project?
The better you understand a prospect’s buying criteria, the better you can explain how your product will help them.