DECIDE to Win: How to Uncover the Real Decision Process

Let’s be honest: when you ask a prospect about their decision process and they say:“We’ll review three vendors, do a demo, and pick the best one,”…you’re not hearing the process — you’re hearing the fantasy.

Too often, sales reps log that answer into CRM and check the “Decision Process” box like it’s done. But real Decision Processes — especially in SaaS sales to larger organizations — are messy, political, and multi-threaded.

So how do you stop accepting surface-level fairy tales and start uncovering the full map?

Let me introduce a new acronym to help you remember what to dig for:

🧠 Use the DECIDE Framework to Uncover the Full Process

D – Define the stages: What actually happens from problem recognition to signature? Who initiates the purchase? What formal or informal gates exist? Ask:

“Walk me through the exact steps from now until a signed contract. What happens first? Then what?”

E – Executive involvement: Who signs off? Who sponsors? Who gets cold feet at the last minute? Don't assume authority — validate it. Ask:

“When decisions like this are made, which executives typically get involved?”

C – Committees and compliance: Is there a security, privacy, or finance committee? What triggers their review? In healthcare SaaS, these groups can kill your deal silently. Ask:

“Will this need to go through any review boards or committees, like InfoSec or Compliance?”

I – Internal policies: Standard procurement terms, payment cycles, and approval workflows — these are where deals get stuck. Ask:

“Are there any standard terms we should be aware of? Payment terms? Vendor forms?”

D – Deal breakers: What must be true for them to buy? Maybe it’s integration with an existing tool or passing a HIPAA audit. Ask:

“Have any vendors been disqualified in the past? What caused it?”

E – Evaluation criteria: How will they measure value? Who defines “best”? What criteria do they weigh most? Ask:

“What will be the most important factor when the final choice is made?”

🛑 Why This Matters

Without understanding the full DECIDE process, you’re flying blind into the most political and risk-averse part of the sale.

This is where:

• Deals stall.

• Legal gets ignored.

• Security blindsides you.

• Or a mystery executive enters stage left and says, “We’re going with someone else.”

✅ Your MEDDIC Homework:

1. On your next discovery call, map the DECIDE framework against your current opportunity.

2. Ask at least three new questions you’ve never asked before about decision criteria or approval paths.

3. Update your MEDDIC notes with a real Decision Process, not a generic placeholder.

Final Thought: Remember — “demo three vendors, pick the best one” is not a process. It’s a storyline.

Don’t let a storyline sink your forecast.

Dig in. DECIDE to win.