01
READ THE BUYER
Understand how the individual evaluates information and what matters to their decision.
Framework: Buyer Coding™
DECISION-CENTRIC SELLING™ WORKSHOPS
Teach Your Team to Sell the Way Buyers Decide.
Help your team understand how buyers decide, uncover what’s holding them back, and give them the people, proof, and expertise they need to move forward.
WHY NOW
Informed buyers can still struggle to decide.
Buyers have more information, options, and recommendations than ever. Add competing stakeholder priorities, and confidence can give way to decision overload.
Decision-Centric Selling™ helps sellers become alignment partners: understanding how each buyer evaluates the decision, surfacing unresolved risk, and connecting the group with what it needs to move forward.
THE METHOD
Three connected stages. One complete workshop.
Every format covers the complete method. The stages are not sold as separate workshops.
- 02
FIND THE RISK
Uncover unresolved concerns preventing the buyer or buying group from moving forward.
- 03
ENABLE THE DECISION
Connect buyers with the people, proof, expertise, and access they need to decide confidently.
PROOF AND EXPERIENCE
Built from sales work. Taught for application.
Feedback about Buyer Coding™ and Rich’s teaching.
- 23+
- years selling
- 15+
- years leading sales teams
Working sales executive and executive sponsor on complex opportunities.
“I can't believe how you simplified this. Every conversation I have from here on out, I'll be thinking about these codes. I sell into the restaurant industry and can already think back to conversations I've had and how this would have changed things for me. I highly recommend people in sales learn this!”
“This is the 3rd training I've purchased but the first one I'll actually use!”
“Every rep learns to sell to titles, but very few learn to sell to the way people actually make decisions. Buyer Coding teaches you how to recognize a buyer's style so you can meet them where they're at, not where your script tells you to be.”
WORKSHOP FORMATS
Choose the depth that fits your team.
60-Minute Focused Workshop
One 60-minute session
A focused session with practical discussion and application to real sales situations.
Best for: Sales kickoffs, team meetings, leadership sessions, and focused enablement events.
Full Interactive Workshop
Two separate 60-minute sessions
A deeper experience with more time for instruction and application to real opportunities and decision risk.
Best for: Sales teams that want deeper application and a shared operating language.
Practical Questions Before You Book
What is the difference between the two workshop formats?
The 60-Minute Focused Workshop is one 60-minute session. The Full Interactive Workshop is two separate 60-minute sessions. Both cover the complete method; the full experience provides deeper instruction and application.
Can the workshop be delivered virtually?
Yes. The workshop is available both in person and virtually.
Can the workshop be customized for our team?
Yes. The core methodology remains consistent, while the examples, emphasis, and application are tailored to your sales motion, market, and current challenges.
Does this replace our existing sales methodology?
No. Decision-Centric Selling™ complements your existing qualification and sales process by helping the team understand how buyers evaluate risk, build confidence, and make decisions.
Who is the workshop designed for?
The workshop is designed for sales teams, sales leaders, enablement teams, and organizations navigating complex or multi-stakeholder buying decisions.
Bring Decision-Centric Selling™ to Your Team.
Choose the workshop depth that fits your team, then tailor it to your sales motion.