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Summarize Key Decision Criteria: Capture What Buyers Say Matters Most --- and Align Your Pitch Accordingly

Last updated: May 9, 2025

TL;DR: What this template does

This template pulls out the decision-making factors buyers mention during sales conversations.
Upload your call data and receive a report showing what influences buying — segmented by persona, deal size, and product type.

Why your pitch needs to match their decision lens

You might be selling “value.” But if they’re buying based on trust, you’re misaligned.

This template helps you focus your messaging on the criteria that actually close deals.

Definition: Decision criteria are the factors buyers explicitly or implicitly mention when explaining how they make purchase decisions — extracted from voice-of-customer sales conversations.

How does this template work?

Step 1: Upload Sales Calls Near Close

Use qualification, demo, stakeholder, or final negotiation calls
Accepts audio, video, or transcript
Ideal with 10–20 calls per segment or product line

Step 2: Extract Themes — Customer Loyalty & Retention

AI identifies language around decision drivers: ease, risk, ROI, support, timeline
Tags by persona and deal complexity
Clusters themes into primary, secondary, and soft criteria

Step 3: Output — Decision Criteria Report

Ranked list of buying criteria by persona or use case
Quote-supported summary of what buyers say matters
Exportable for sales playbooks, messaging, and exec reporting

What benefits does this template provide?

Benefit	Description	Impact
Align with Buyer Mindset	Sell into what your buyer actually prioritizes	Increase message resonance
Product-Market Clarity	Match roadmap language to real market preferences	Improve GTM alignment
Personalization Support	Customize pitch and follow-up by segment or deal size	Shorten sales cycles
Strategic Positioning	Surface macro buying trends across accounts	Support pricing + product shifts

How do different teams use this template?

PMMs — Tailor value props to what buyers actually care about
Sales Leaders — Train reps to align with decision drivers
Founders — Understand what to emphasize in strategic deals
Growth Teams — Refine acquisition language across channels

Frequently Asked Questions

What does this feature do?

It analyzes customer conversations to capture the key factors that influence their purchasing decisions. This allows sales teams to understand exactly what matters most to each buyer and adjust their pitch to align with those priorities.

What if a buyer doesn’t explicitly state their decision criteria?

Even if the buyer doesn’t directly state their decision criteria, the system can detect subtle cues, such as the features they ask about most or their concerns about budget, to infer what they value most.