What does it mean?

Buying Criteria

All the information a consumer needs to make a buying decision. It can be written or unwritten and often answers questions like, "what is it?; "why should I buy it?"; "what is the price?"; "why do I need it?" and so on.

Understanding Buying Criteria: A Guide for Sales Managers, Sales Reps, and Start-Ups

When consumers are in the market for a product or service, they typically have a list of requirements that they use to help them make a buying decision. This list is often referred to as buying criteria, and it consists of all the information a consumer needs to know about the product or service to make an informed decision. If you're a sales manager, sales rep, or part of a start-up, you must understand buying criteria and use them to your advantage. This article will discuss buying criteria, their importance, and how to leverage them to drive more sales.

Understanding Buying Criteria

Buying criteria is a checklist of consumer requirements before making a buying decision. These requirements can be written and unwritten, often related to price, quality, features, and customer service. For example, a customer looking to purchase a new car may have buying criteria that include fuel efficiency, safety ratings, and resale value.

Why Buying Criteria Matters

Understanding the buying criteria of your target audience is crucial if you want to sell your product or service effectively. By knowing what your customers are looking for, you can tailor your sales pitch to address their needs and concerns. This will increase the chances of a sale and help you build a loyal customer base that will return to your business.

Differentiating Your Product or Service

One of the most effective ways to leverage buying criteria is by using it to differentiate your product or service from your competitors. By highlighting your product's unique features and benefits that align with your target audience's buying criteria, you can set yourself apart from the competition and position yourself as the superior option.

Addressing Common Objections

When customers are on the fence about purchasing, they often have objections about their buying criteria. For example, a customer may be hesitant to purchase a new piece of software because they're concerned about the learning curve or the level of customer support they'll receive. By addressing these objections with tailored sales pitches, you can alleviate their concerns and increase the likelihood that they'll make a purchase.

Continuously Refining Your Approach

Finally, it's important to note that buying criteria are not static. As consumer preferences and expectations change, so too will their buying criteria. This means it's important to continuously refine your approach to sales and marketing to stay ahead of the curve. By keeping a finger on the pulse of your target audience, you can ensure that you're always providing them with what they're looking for and remaining competitive in your industry.


Understanding buying criteria is critical to driving sales and building a successful business. By taking the time to understand your target audience's specific needs and concerns, you can tailor your approach to sales and marketing accordingly and increase your chances of success. Whether you're a sales manager, sales rep, or part of a start-up, it's essential to take a proactive approach to understand buying criteria and use it to your advantage. So take the time to research your target audience's buying criteria and start leveraging it in your sales strategy today!