Seeing people using Decision Criteria incorrectly is heartbreaking, because this element of MEDDPICC can truly unlock success in your deals. In this episode, the MedMen dive into everything that people get wrong with Decision Criteria. Andy and Pim explore common errors people make when approaching the Decision Criteria, such as assuming that customers will always possess them and that once identified, these criteria remain set in stone. Remember, you are a professional seller, but your customer is not a professional buyer! It is your responsibility to guide them to the best solution for their needs. If you have any questions about influencing Decision Criteria, or any suggestions of what you’d like to see the Med Men cover next, make sure to comment below! Until next time - cheers!  ABOUT MED MEN: Med Men is a MEDDICC MEDIA production, where CEO Andy Whyte and CRO Pim Roelofsen dive into aspects of the MEDDIC framework, and look good doing it.