What's Decision Intelligence and Why Aren't You Using It to Sell?

Decision Intelligence

During your pitch, your main goal is probably to try to convince your prospect to buy what you’re selling. You could have done your research to know that this prospect is an ideal candidate for your product or service, so now all you have to do is make them see it the same way as you. While that’s how most salespeople sell, Dr. Roy Whitten and Scott Roy, writing for Selling Power, recommend a different approach: increasing the prospect’s decision intelligence.

In Decision Intelligence Sales, the seller is dedicated to helping the customer make the most intelligent decision — even if the customer discovers that the seller’s product or service is not what he or she needs,” say Whitten and Roy. But if you’ve done thorough enough research into the client, decision intelligence reinforcement will only help in building a successful sales meeting.

There are four parts to decision intelligence sales.

First, you need to discuss, at length, the prospect’s problem that they are hoping you can help them solve. You both need to fully understand and agree on what the root of their need is before you can continue the sales process.

The identified problem may not be one that demands immediate attention. But a problem is still a problem. That’s why the next step of decision intelligence is to come up with an estimate of how much it will cost the prospect to put off solving their problem. Finances are a huge factor in decision making, and the prospect needs to be aware that there are more costs to be considered than your product or service’s price tag.

That’s when you introduce your solution. You need to make sure your client understands whether your product or service can fully solve their problem, if it can only solve bits and pieces of it, or if they’re better off looking elsewhere for a solution. Ensuring that the client is making a fully informed decision will help build trust between the two of you so that, even if the prospect decides to buy elsewhere this time, they know they can trust you later on down the road.

What’s the final step? You’ll need to consult Whitten and Roy’s article for that.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.