01: READ THE BUYER
Understand How This Buyer Decides
Understand how this individual buyer processes and evaluates information when making a major decision.
Framework: Buyer Coding™
DECISION-CENTRIC SELLING™ WORKSHOPS
Teach Your Team to Sell the Way Buyers Decide.
The Decision-Centric Selling™ Workshop gives sales teams a practical system for reading individual buyers, finding hidden decision risk, and enabling confident decisions with the right people, proof, expertise, and access.
CHOOSE YOUR WORKSHOP FORMAT
60-Minute Focused Workshop or Two-Part Full Interactive Workshop
Most Sales Training Stops at the Seller.
Sales teams learn how to qualify opportunities, run discovery, present solutions, and advance a process.
But a well-qualified deal can still stall when the seller does not understand how the buyer is evaluating the decision.
Decision-Centric Selling™ gives teams a practical way to understand what is happening underneath the sales process.
Same Message. Different Buyers.
Reps often communicate the same way to buyers who evaluate information and risk very differently.
Hidden Decision Risk.
The opportunity looks healthy until an unresolved concern, missing stakeholder, or confidence gap stops the deal.
Next-Step Coaching.
Managers coach sellers on what to do next without diagnosing what the buyer still needs in order to decide.
THE FLAGSHIP WORKSHOP
The Decision-Centric Selling™ Workshop
This is one connected workshop built around the complete Decision-Centric Selling™ operating method.
Teams learn how to understand the individual buyer, identify what is putting the decision at risk, and help the buyer build the confidence needed to move forward.
02: FIND THE RISK
Identify What Is Really Stalling the Deal
Identify the unresolved decision risk preventing the buyer or buying group from moving forward.
Diagnostic: Decision Risk Review
03: ENABLE THE DECISION
Give Buyers What They Need to Decide
Connect the buyer with the people, proof, expertise, and access they need to decide with confidence.
Tool: Confidence Plan
WHAT SELLERS ARE SAYING ABOUT THE METHOD
Authentic feedback about Buyer Coding™ and Rich’s teaching.
“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.”
This Is a Working Session.Not Another Sales Lecture.
The workshop connects the methodology to the sales situations your team is facing now.
Participants discuss real buying situations, diagnose where decision confidence is breaking down, and apply the method to active opportunities and complex buying committees rather than passively watch a presentation.
01
Interactive Learning
The methodology is taught through practical examples and team discussion.
02
Real-Deal Application
Participants connect the concepts to opportunities and buying situations they recognize.
03
Shared Language
Sellers and managers leave with a common way to discuss buyers, decision risk, and confidence.
04
Practical Tools
The Buyer Coding™ framework, Decision Risk Review, and Confidence Plan give the team a repeatable way to apply what they learned.
The core methodology remains consistent. The examples, emphasis, and application are tailored to the team’s sales motion, market, and current challenges.
One Method.Two Workshop Formats.
60-Minute Focused Workshop
Focused Experience
A fast-moving introduction to the complete Decision-Centric Selling™ method. The session covers all three parts of the system with interactive discussion and practical examples.
Best for: Sales kickoffs, team meetings, leadership sessions, and focused enablement events.
FULL INTERACTIVE WORKSHOP
Two 60-Minute Sessions
The complete workshop delivered across two focused sessions, with deeper instruction, team exercises, real-deal application, and additional time to work through decision risk and buyer confidence.
Best for: Sales teams that want to put the methodology into practice and create a shared operating language.
TRAINING FOR INDIVIDUAL SELLERS
Buying for Yourself?
Start with Buyer Coding™ Foundations, the $49 self-paced training for individual sellers who want to understand the five Buyer Codes and adapt how they communicate with different buyers.
Frequently Asked Questions
Is this one workshop or three separate workshops?
It is one complete Decision-Centric Selling™ Workshop. Every session covers Read the Buyer, Find the Risk, and Enable the Decision as one connected method.
What is the difference between the 60-Minute Focused Workshop and the full interactive workshop?
Teams can choose a 60-minute focused workshop or the full interactive workshop delivered across two 60-minute sessions. Both formats cover Read the Buyer, Find the Risk, and Enable the Decision. The two-part experience provides more time for instruction, team exercises, and application to real opportunities.
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.
Is Buyer Coding™ Foundations the same as the workshop?
No. Buyer Coding™ Foundations is a self-paced introduction to the Buyer Coding™ framework for individual sellers. The team workshop covers the complete Decision-Centric Selling™ method.
Give Your Team a Better Way to See the Deal.
Bring Decision-Centric Selling™ to your next sales meeting, kickoff, off-site, or development session.