Rating Value Drivers
How to rate each Buyer's Value Drivers and your confidence in each rating in the DECIDE App.
Value Drivers are the Buyer's perception of value. They are personal: the "what's in it for me" (WIIFM) for that individual.
Why Value Drivers matter
People decide emotionally, not logically. Daniel Kahneman, Nobel Laureate, explains this in his book Thinking, Fast and Slow. We then use logic to justify the decision we have already made.
So even when a proposal looks perfect on paper, no one will recommend something that costs them their job, their status or their family time. Understanding what each Buyer personally values is one of the most powerful things you can do.
How to rate them
- Choose at least three Value Drivers that you believe apply to this Buyer.
- Click the i icon alongside a Driver name to reveal tips on how to assess whether a Driver applies to the Buyer.
- Rate its importance, from not important to critical.
- Rate your confidence in that rating: very confident, reasonable, or low (you are guessing).
- Comment on your rating in Evidence & Notes. If there is no evidence, then your rating is invalid.
TIP: Click the i information icon alongside the title of a Driver for tips on how to assess whether it applies to a given Buyer.
For the ten Value Drivers and how to explore them with a Buyer, see Value Drivers and POV.
Next
Once you have added and assessed your Buyers, run the analysis with the AI Coach.