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Step 1 of 3
Who's driving the conversation?
The same tradeoff lands differently depending on who's in the room. Criteria weight changes. Counter-moves change.
Step 2 of 3
Criteria Tradeoffs
What's the buyer implicitly or explicitly prioritizing? Pick the one that best matches what you're hearing.
Step 3 of 3
Confirm the competitor archetype
Pre-selected based on your tradeoff. Override if needed. Competitors may span archetypes — what matters is how they're selling in this deal.