MEDDPICC Sales Training by MEDDIC Academy

MEDDIC Sales Training & Certification – MEDDIC Academy

Official MEDDIC and MEDDPICC® Courses by Darius Lahoutifard

What is MEDDIC and what does it stand for?

MEDDIC by MEDDIC Academy has become the most renowned sales qualification methodology, applicable to any enterprise sales process that is complex. The definition of MEDDIC was historically composed of six elements; it used to be an acronym representing the MEDDIC checklist as described below:

• METRICS: Measurable gain that leads to economic benefit.
• ECONOMIC BUYER: The person with discretionary access to funds.
• DECISION PROCESS: The process defined by the client to make a purchase decision.
• DECISION CRITERIA: The criteria defined by the client to make a purchase decision.
• IDENTIFY PAIN: The pains which require your solution to be remedied.
• CHAMPION: Your internal seller.

In a nutshell, MEDDIC tells you that if you execute the above in any complex B2B sales campaign, you win the sale. When you don’t win, it is because you missed at least one of the above. The big question everyone needs to learn is how to execute these elements.

MEDDIC Academy is the only official source for MEDDPICC® training and certification. As the trademark owner, we have trained sales teams at Google, Amazon, Salesforce, Cisco, and thousands of professionals worldwide.

What is MEDDICC?

MEDDICC is meant to add “Competition.” Knowing your competition and strategizing your account plan based on who you are competing with is a must. You can, for instance, fine-tune and orient your metrics to the right KPIs. It helps assess the decision criteria and know how you should influence them. It also helps you factor in the competitor’s champion in the account.

Definition of MEDDPICC®

MEDDPICC® by MEDDIC Academy emphasizes the “paper process” in addition to the “competition.” Sellers need to understand the process through which a purchase request has to go inside that company for such a deal and execute accordingly. Anyone with experience in complex enterprise sales knows that interactions with the legal department or purchasing can be a nightmare if they are underestimated. These interactions happen at the end of the sales cycle and the deadline for the PO may be compromised, whether it is the end of the quarter for the vendor or the implementation expectations for the client.

These issues take time to resolve and often lead to a delay in the purchase order. The seller must understand the paper process and anticipate the issues. For example, they may share the company’s standard contract or terms of service earlier in the process.

Some would say that the paper (purchasing and legal) process is part of the decision process, just like the technical approval process and business approval process. But it does make sense to add it to the checklist to make sure we understand it, that our champion understands it, and that we adopt a proactive approach with the Legal and Procurement departments to avoid any delay in the PO.

MEDDPICC

• METRICS: Measurable gain that leads to economic benefit.
• ECONOMIC BUYER: The person with discretionary access to funds.
• DECISION PROCESS: The process defined by the client to make a purchase decision.
• DECISION CRITERIA: The criteria defined by the client to make a purchase decision.
• PAPER PROCESS: The customer’s legal and administrative process to sign a contract or place a purchase order.
• IDENTIFY PAIN: The pains which require your solution to be remedied.
• COMPETITION: The client’s alternatives to remedy the pain, including no-decision or in-house solutions.
• CHAMPION: Your internal seller.

MEDDIC tells you that if you execute the above in any complex B2B sales campaign, you win the sale. When you don’t win, it is because you missed at least one of the above.

How did all this start?

MEDDIC and MEDDPICC® by MEDDIC Academy are the results of the sales and qualification techniques developed at PTC (Parametric Technology Corp.). PTC is a software company known for having built one of the strongest sales cultures in enterprise software (now SaaS). The company had over forty quarters of continuous growth during the 1990s.

The initial global sales management team at PTC developed different elements of MEDDIC in the field. That initial team of sales managers in the early 1990s, composed of a dozen trailblazers, are the true creators of MEDDIC. Later, PTC training managers at the headquarters in Boston were asked to put together the best practices from the field. They compiled them into a formal practice course for new hires and gave it a name: MEDDIC. You can learn more here.

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