Always Be Qualifying – MEDDIC, The Book of MEDDPICC®
Always Be Qualifying: MEDDIC, MEDDPICC® is the first book ever written on MEDDIC and the only MEDDIC and MEDDPICC® book authored by the MEDDPICC® trademark owner. It’s trusted by sales teams worldwide to learn and apply the full framework with clarity.
Available formats: paperback, Kindle, and audiobook, with a physical copy held at the US Library of Congress in Washington, DC.
Why the book of MEDDIC / MEDDPICC®?
In the past few years, companies large and small have called on Darius Lahoutifard to get help with their non-performing sales team. These companies describe symptoms that are different from one company to another. Some suffer from shortages in revenue. Others complain about unreliable forecasts, with deals constantly slipping from one quarter to another before being lost or even abandoned a few quarters later. Some CEOs notice unproductive sales teams with an unusually high number of non-quota-carrying people needed in the sales force, hitting the bottom line hard.
Darius noticed that all these symptoms are related to the same illness: inability to qualify. Always Be Qualifying – MEDDIC, the book of MEDDPICC® is written to provide sales teams with valuable and actionable content to help them excel in sales qualification.
Moreover, since most sales teams put in place organizations including SDRs (Sales Development Representatives) or BDRs (Business Development Representatives) who qualify leads for Account Managers, there is a wrong unstated assumption that once a lead is qualified, inside sales or field sales will work on it until it is won or lost. Ongoing qualification is often the issue. Qualification is not a binary step of the sales process; it’s a mindset and a habit to apply throughout the sales process, from the first call to closing.
About the author of the book of MEDDIC / MEDDPICC®
Darius Lahoutifard is on a mission to make high-end sales methodologies accessible to a much larger number of salespeople globally. For a couple of decades, MEDDIC was exclusively taught in private conference rooms by internal trainers to a small number of sales teams – the old way. MEDDIC Academy is changing that.
Darius was an early sales leader at PTC, where the initial MEDDIC methodology took shape. He is also the founder of MEDDIC Academy, the first platform to bring the sales qualification methodology online and to develop it further into MEDDPICC®. This book describes MEDDIC and the more evolved MEDDPICC® sales methodology in depth. However, it is not a book of theories, research, or academic concepts; it contains pure execution techniques with practical recipes.
Amazon Best-Seller
Always Be Qualifying, also known as the book of MEDDIC & MEDDPICC®, is an Amazon Best-Seller.
AMAZON Best-Selling New Release
Amazon ranked Always Be Qualifying, the book of MEDDIC first in several categories. Under “AMAZON Best-Selling New Release,” you could see the book at the top. Amazon also ranked the book at the top of the “Hot New Release” list.
What is the book of MEDDIC / MEDDPICC® about?
One critical step in any sale is qualification – something essential you can’t learn at any business school or through most business coaches. Not doing it, or doing it wrong, leads to wasted time and reduced sales productivity. This book teaches you WHY and, most importantly, HOW to qualify your business opportunities.
Who is the book of MEDDIC / MEDDPICC® for?
It’s for sellers and leaders who sell products and services to customers with multiple stakeholders involved in decision-making, including enterprise-type clients:
- Account Executives
- Account Managers
- Sales Engineers
- Sales Directors
- Customer Success Reps / Managers
- Inside Sales
- Sales Development Reps
- Business Development Reps
- Sales Representatives
- VP Sales & Marketing
- CROs, CMOs
- CEOs
- Entrepreneurs
Why this is the reference MEDDIC & MEDDPICC® book
- First MEDDIC / MEDDPICC® book ever published – released June 2020, and immediately became an Amazon Best seller in several categories (see below).
- Written by an early PTC sales leader who applied MEDDIC in real enterprise sales and later founded MEDDIC Academy.
- Aligned with official MEDDIC Academy courses, ensuring consistency between book, training, and certification.
- Trusted globally by Fortune 2000 and high-growth scale-ups to roll out MEDDPICC®.
★★★★★ 4.6 / 5 based on 228 verified reviews from readers including top executives at Fortune 2000 companies and high-growth scale-ups.
Opinions, Quotes & Editorial Reviews about the Book of MEDDIC MEDDPICC
Steve Walske, the legendary CEO at PTC
“PTC achieved success thanks to the combination of a remarkable product and a talented and productive sales organization. In order to scale our go-to-market capacity, we needed to institutionalize and codify the sales best practices developed by the early team so that new hires could rapidly ramp to full productivity. That’s what led our sales leaders to develop the MEDDIC methodology. I am delighted to see the book on that methodology published. ALWAYS BE QUALIFYING is easy to read and to apply. It’s sharp and to-the-point, just as MEDDIC itself. It’s relevant now more than ever. I highly recommend it to any sales team in technology.”
Steve is renowned for building one of the world’s most impressive enterprise software sales-driven organizations, PTC, where MEDDIC was born. As CEO, Walske took PTC from founding to over $1 billion in revenue. Under his leadership, PTC had 40 consecutive quarters of increasing revenues and profits as a public company. His disciplined, methodical practice is now emulated globally. He now serves on the board of several prominent Silicon Valley companies including Synopsys (NASDAQ: SNPS), Medallia and Platfora. Steve was previously Chairman at Bladelogic (acquired by BMC Software) and Endeca Technologies (acquired by Oracle). He advises VC-backed companies on sales processes and growth strategies for optimal revenue growth.
Scott Rudy CRO at Zywave, an early Sales Leader at PTC
“Technology? SaaS? Private Equity? Accelerated Growth? MEDDICC is the gold standard for world-class sales professionals and leaders. I have deployed MEDDICC in multiple companies as a CRO/CSO – it is an extremely simple yet comprehensive qualifying tool to rapidly get to the bottom line and uncover gaps. It is also incredibly flexible – motoring through an entire list of deals or diving deep into each one; the framework supports a tailored approach to sales leader intent. Darius’s persuasive text, with real world examples, provides a foundation and sets off best practices ready for sales professional/leader use. I highly recommend the book, Always Be Qualifying, to anyone in sales.”
Scott Rudy is CRO at Zywave and held early and successive sales leader roles over 10 years at PTC.
Göran Malmberg, Chairman of Mentice and an early Sales Leader at PTC
“Salesmanship is not an art, it’s a structured process. MEDDIC is easy to understand and provides a common language for any company with the aim to build a professional sales organization. ALWAYS BE QUALIFYING is easy to read and provides a very good structure to the understanding of MEDDIC. The challenges of bringing a product to the market and delivering relevant forecasts are more relevant than ever. ALWAYS BE QUALIFYING will help you understand how to better qualify opportunities, drive sales to closure and reduce risk in your forecast.”
Göran Malmberg is Group CEO/President of Mentice AB (STO: MNTC) and Chairman/President of Mentice Inc.
Kris Thyregod, Vice-President & General Manager at Silver Peak
“… Always Be Qualifying is an easy read, and MEDDIC is a great sales methodology. If you are heeding the guidance and advice herein, you and your teams will reap the benefits. Jump in!”
Ramin Elahi, Sales Enablement Training Manager, Infineon Technologies
“ALWAYS BE QUALIFYING has no fluff. I really enjoyed the WHY and the HOW of MEDDIC. By the end of this book, sellers and leaders learn how to close deals with no discounts in a timely manner.”
Kevin Matsushita, Head of Partnerships and Alliances @ Mindtickle
“Darius Lahoutifard’s Always Be Qualifying crystallizes the techniques and mindset a top enterprise seller needs to achieve their objectives. No academic theories, but rather it arms the seller with the highly practical sales qualification methodology and techniques known as MEDDIC, which Mr. Lahoutifard helped shape while he was an early sales leader at PTC. It’s a methodology that shifts the urgency onto the buyer.”
More Reviews and Testimonials about the Book of MEDDIC MEDDPICC
Reader Reviews from Amazon
“Great return on my time. It’s a fast read filled with very valuable information that will lead to significant improvements in sales. MEDDIC will complement and improve your existing sales process – must read for all sales managers and sellers.”
Gerard M. Roth – ★★★★★ Amazon reader
“Darius Lahoutifard’s book describes a very well defined process for better customer qualification. Once you review your past lost deals, you notice you never really qualified them correctly. I wish I’d known these details long ago.”
Murat Cakir – ★★★★★ Amazon reader
“Over 25 years of tech sales I have read a lot of sales books. Most are not great. A few are good. This one is great; one of the best. Once I finished the book I went back to the many notes I took and began implementing the concepts with my team. This book is to the point and has none of the usual unnecessary filler. Great read, worth every penny and every minute I spent reading it.”
PG – ★★★★★ Amazon reader
“The book is very informative and gives good examples of how to qualify. I definitely recommend you read this book and share it with your sales team. Also, visit his website where you can advance on this book. Darius has been helpful and we look forward to implementing MEDDIC in our organization.”
Veronica A. Quinones – ★★★★★ Amazon reader
These are excerpts from verified reader reviews of Always Be Qualifying: MEDDIC, MEDDPICC® on Amazon
Book Signing in Wales, UK
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Commandez la version française du livre Always Be Qualifying, connu également sous le nom du livre de MEDDIC / MEDDPICC?
Sélectionnez votre format (initialement uniquement disponible au format broché) et commandez sure AMAZON France ou la plupart des autres sites Amazon dans le monde.
Some of the Amazon Reviews
Where to order the original book Always Be Qualifying, aka the Book of MEDDIC / MEDDPICC?
Choose your format and click the link below. You can purchase a paperback copy or the Kindle version on AMAZON.
Paper Back , Hard Cover or Kindle
Also available from these retailers
- Barnes & Noble
- Google Play
- Harvard Book Store
- Walmart (online)
- Eagle Harbor Book Company and other independent bookstores (ask your local store to order ISBN 978-0-9892957-6-5).
The book is also catalogued in the Library of Congress and is stocked or orderable through many academic and independent bookstores worldwide.
Frequently Asked Questions
Yes. Always Be Qualifying: MEDDIC, MEDDPICC® is authored by Darius Lahoutifard, founder of MEDDIC Academy and owner of the MEDDPICC® trademark. It is the first, the original and the official reference book on the methodology.
The audiobook is available on Audible and Amazon. A free PDF preview will soon be downloadable from MEDDPICC.net.
It’s the original and predates all others and focuses on real-world application rather than theory, making it the go-to reference for practitioners and trainers alike, based on the author’s experience as an early sales leader at PTC (where MEDDIC originated) and its function as a foundation for the wider MEDDIC Academy online learning ecosystem.
Lahoutifard’s work is part of his purpose and mission to make high-end sales methodologies accessible to a wider audience, moving beyond private training rooms, and serves as the foundation for the structured online courses and certifications offered through the MEDDIC Academy.