Mastering MEDDIC: A Guide for Sales Professionals


If you’re a sales professional, you’ve probably heard of MEDDIC. It’s a sales methodology that helps you qualify and close complex B2B deals. MEDDIC stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. By following these steps, you can align your solution with the customer’s needs, influence the decision makers, and overcome objections.

But how do you master MEDDIC? How do you apply it to your sales process and make it work for you? In this blog post, I’ll share some tips and best practices on how to use MEDDIC effectively and boost your sales performance.

1. Metrics: Quantify the value of your solution

The first step of MEDDIC is to identify the metrics that matter to your customer. What are their goals and challenges? How do they measure success? How much money or time can they save or make by using your solution?

By quantifying the value of your solution, you can show your customer the return on investment (ROI) they can expect from buying from you. You can also use these metrics to create urgency and justify your price.

To find out the metrics, you need to ask probing questions and do some research. For example:

  • What are your current pain points and how do they affect your business?
  • How do you measure the impact of these pain points?
  • What are your goals and objectives for this quarter/year?
  • How do you track your progress towards these goals? What are your key performance indicators (KPIs)?
  • How much money or time do you spend or lose on these pain points?
  • How much money or time could you save or make by solving these pain points?

2. Economic Buyer: Identify the person who can sign the check

The second step of MEDDIC is to identify the economic buyer. This is the person who has the authority and budget to approve the purchase of your solution. This is not always the same as the end user or the influencer. The economic buyer is usually the senior executive or the owner of the business. You need to build a relationship with the economic buyer and show them the value of your solution.

The economic buyer is the most important person in the decision process. You need to establish a relationship with them and show them how your solution can help them achieve their goals and solve their problems.

To find out who the economic buyer is, you need to ask questions and leverage your network. For example:

  • Who is responsible for the budget for this project/initiative?
  • Who has the final say on whether to buy or not?
  • Who are you reporting to on this project/initiative?
  • Do you know anyone who works with or reports to the economic buyer?
  • Can you introduce me to them or help me get a meeting with them?

3. Decision Criteria: Understand what matters to your customer

The third step of MEDDIC is to understand the decision criteria. These are the factors that your customer will use to evaluate and compare different solutions. They can be technical, functional, financial, or emotional. For example, they might care about features, price, support, security, etc. You need to align your solution with their decision criteria and highlight your competitive advantages.

The decision criteria are the basis for your value proposition. You need to show your customer how your solution meets or exceeds their expectations and how it differs from your competitors.

To find out the decision criteria, you need to ask questions and listen carefully. For example:

  • What are the key features and benefits that you are looking for in a solution?
  • How do you rank these features and benefits in order of importance?
  • What are the must-haves and nice-to-haves for you?
  • How do you evaluate and compare different solutions?
  • What are the strengths and weaknesses of your current solution or alternative options?

4. Decision Process: Map out the steps and timeline

The fourth step of MEDDIC is to map out the decision process. This is the sequence of events and actions that your customer will take to make a purchase decision. It can include things like demos, trials, proposals, negotiations, approvals, contracts, etc.

The decision process is the roadmap for your sales cycle. You need to align your sales activities with your customer’s buying journey and guide them through each step. You also need to anticipate and address any potential obstacles or risks that might delay or derail the deal.

To find out the decision process, you need to ask questions and confirm expectations. For example:

  • What are the steps that you need to take before making a decision?
  • Who else is involved in each step and what is their role?
  • What are the timelines and deadlines for each step?
  • What are the potential challenges or risks that might affect the decision process?
  • How can I help you overcome these challenges or mitigate these risks?

5. Identify Pain: Uncover the root cause of your customer’s problem

The fifth step of MEDDIC is to identify the pain. This is the underlying problem or issue that your customer is facing and that motivates them to look for a solution. For example, they might have low productivity, high churn, poor customer satisfaction, etc

The pain is the driver for your customer’s buying decision. You need to uncover it and make it explicit. You also need to show empathy and understanding for your customer’s situation and demonstrate how your solution can alleviate their pain.

To find out the pain, you need to ask questions and dig deeper. For example:

  • Why are you looking for a solution now?
  • What triggered this initiative/project?
  • How long have you been experiencing this problem/issue?
  • How does this problem/issue affect you personally/professionally?
  • How would things change if you solved this problem/issue?

6. Champion: Find an ally who can influence the decision

The sixth and final step of MEDDIC is to find a champion. This is someone who works at your customer’s organization and who has a strong interest in buying your solution. They can be a user, a manager, a stakeholder, or anyone who can influence the decision.

The champion is your advocate and partner in the sales process. You need to empower them with information and tools to sell internally on your behalf. You also need to coach them on how to communicate your value proposition and handle objections.

To find out who can be a champion, you need to ask questions and assess their level of commitment. For example:

  • How do you feel about our solution?
  • How confident are you that our solution can help you achieve your goals/solve your problems?
  • How willing are you to recommend our solution to others in your organization?
  • How much influence do you have over the decision process/decision makers?
  • What can I do to help you convince others in your organization?

Variations of MEDDIC

Some variations of MEDDIC are MEDDPICC and MEDDICC. The extra P stands for Paper Process, which means you need to understand the legal and procurement process that your prospect will follow to finalize the deal. The extra C stands for Competition, which means you need to know who your competitors are and how to differentiate yourself from them.

Wrapping Up

MEDDIC is a proven sales methodology that can help you increase your win rate and shorten your sales cycle. It can also help you improve your forecasting accuracy and prioritize your sales activities. By following these six steps, you can master MEDDIC and increase your sales effectiveness.

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