01
Read the Buyer
Understand how the individual evaluates information and what matters to their decision.
DECISION-CENTRIC SELLING™
Sell the Way Buyers Decide.
Decision-Centric Selling™ helps sales teams understand how buyers evaluate risk, build confidence, and make decisions so they can move deals forward without pressure or guesswork.
Created by Rich Patterson, sales executive and founder of Decision-Centric Selling™.
WHY NOW
More Information Has Not Made Buying Easier.
Buyers arrive more informed. But more information does not always create the confidence to decide. More options, more stakeholders, and competing recommendations can create decision overload.
THE SELLER’S ROLE HAS CHANGED
The most useful sellers become alignment partners: they help buyers evaluate the decision and access what they need to move forward confidently.
THE DECISION-CENTRIC SELLING™ METHOD
Read the Buyer. Find the Risk. Enable the Decision.
- 02
Find the Risk
Uncover the 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.
ILLUSTRATIVE EXAMPLESee the Method Applied to a Stalled Opportunity
A qualified opportunity has gone quiet after a strong conversation.
01 · Read the Buyer
The economic buyer needs evidence that the change can work without disrupting the team.
02 · Find the Risk
Operations and finance are using different criteria to judge the decision.
03 · Enable the Decision
Bring in a customer with a comparable rollout and align the next conversation around the unresolved criteria.
BUILT IN THE FIELD
A Method Shaped by Real Sales Decisions.
Rich Patterson is an active sales executive with more than two decades in sales and more than fifteen years leading sales organizations. He introduced Buyer Coding™ at Totality 2026, bringing a practical decision-centric lens to sales professionals and leaders.
WAYS TO ENGAGE
Start With the Path Built for You.
01
FOR INDIVIDUAL SELLERS
Buyer Coding™ Foundations
Self-paced training that helps individual sellers recognize how buyers process information, evaluate risk, and build confidence.
Explore Buyer Coding™FOR SALES TEAMS
Decision-Centric Selling™ Workshops
Interactive sessions that help teams apply the method to real opportunities, decision risks, and buying groups.
Explore Workshops03
FOR EVENTS
Decision-Centric Selling™ Keynotes
A perspective-shifting talk for SKOs, company offsites, annual sales meetings, leadership events, and industry conferences.
Explore Keynotes