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Always Be Qualifying – The Book of MEDDIC & MEDDPICC ®

Always Be Qualifying - MEDDIC MEDDPICC Book - Darius Lahoutifard

Always Be Qualifying – MEDDIC, The Book Of MEDDPICC ® Is The First Book Ever Written On MEDDIC.

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. At the same time, 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. MEDDIC-The-Book 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 SDR (Sales Development Representatives) or BDR (Business Development Representatives) who qualify leads for Account Managers, there is a wrong unstated assumption, widely spread, that once a lead is qualified, the inside sales or field sales will have to work on them until they are 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 more significant number of salespeople globally. For a couple of decades, MEDDIC was exclusively taught in private conference rooms by inside 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 the M.E.D.D.I.C. and the more evolved version, the 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, aka 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 sales 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 a waste of time and reduced sales productivity. This book teaches you WHY and, most importantly, HOW to qualify your business opportunities.

Who is this the book of MEDDIC / MEDDPICC for?

It’s for sellers selling products and services to customers with multiple stakeholders, including enterprise-type clients, involved in decision-making:

  1. Account Executives
  2. Account Managers
  3. Sales Engineers
  4. Sales Directors
  5. Customer Success Reps/Managers
  6. Inside Sales
  7. Sales Development Reps
  8. Business Development Reps
  9. Sales Representatives
  10. Sales Directors
  11. VP Sales & Marketing
  12. CROs, CMOs 
  13. CEOs
  14. Entrepreneurs

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.

Steven C. Walske

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 provide a foundation and set off best practices ready for sales professional/leader use. I highly recommend the book, Always Be Qualifying, to anyone in sales.

Scott Rudy

CRO at Zywave ; 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

Group CEO/President of Mentice AB (STO: MNTC) & Chairman/President of Mentice Inc.


“… 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!” 

Kris Thyregod , Vice-President & General Manager at Silver Peak


“… 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...”   

Ramin Elahi, Sales Enablement Training Manager, Infineon Technologies & Adjunct Faculty, University of California SC Extension


“... 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…“.

Kevin Matsushita
Head of Partnerships and Alliances @ MINDTICKLE


More Reviews and Testimonials about the Book of MEDDIC MEDDPICC

Book Signing in Wales, UK



Anton Hofmeier, CRO, Germany





Book Signing in Los Angeles, CA



Julian Rojas on Linkedin


Kenneth Mofford on LinkedIn



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

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 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


Gerard M. Roth

5.0 out of 5 starsVerified Purchase

Great RTOMT

Reviewed in the United States 🇺🇸 on April 12, 2022

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

2 people found this helpful

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Murat Cakir

5.0 out of 5 starsVerified Purchase

Technical Sales Professionals’ MEDDIC Wand

Reviewed in the United States 🇺🇸 on September 7, 2020

Darius Lahoutifard’s book is describing a very well defined process for better customer qualification. Once you review your past attempts with lost deals, you will notice that you never qualified them correctly. I wished I’d known these details long ago. But it is never too… See more

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VERONICA A QUINONES

5.0 out of 5 starsVerified Purchase

Very good book! Qualify versus Selling

Reviewed in the United States 🇺🇸 on October 13, 2020

The book is very informative and gives good examples of how to qualify. I definitely recommend you read this book and share 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… See more

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Dale Allison

5.0 out of 5 starsVerified Purchase

Knowledge without Action is Useless

Reviewed in the United States 🇺🇸 on December 21, 2020

Thank you for helping me pull all my years of solution selling into a proven qualifying methodology with a tried and tested approach that I have no doubt will make 2021 a huge sales success!

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CGS

5.0 out of 5 starsVerified Purchase

Great Book for Technical Sales Professionals

Reviewed in the United States 🇺🇸 on August 12, 2020

Highly recommended!

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LJ

5.0 out of 5 stars

basic but useful

Reviewed in the United States 🇺🇸 on April 4, 2023

Always good to go back and te read the classic qualification book in sales. Still holds a lot of value and would recommend to anyone in enterprise sales or sales management.

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Amazon Customer

5.0 out of 5 stars

Sales Qualification Simplified!

Reviewed in the United States 🇺🇸 on June 29, 2020

With the tremendous impact sales teams have on a company’s top and bottom line, it is critical that the quota carrying professional can ramp up quickly, disqualify opportunities not likely to close, and relentlessly focus on qualifying the opportunities that will exceed their goals. Darius Lahoutifard’s Always Be Qualifying crystallizes the techniques and mindset a top enterprise seller needs to achieve these objectives. This book is not filled with 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.

He emphasizes the need for sellers to continuously qualify opportunities throughout the sales cycle, to stop wasting time on dead-end deals, and focus on those that deserve their attention. It’s a methodology that shifts the urgency onto the buyer so the compelling event is not the sellers need to close a deal, but the buyer’s need to avoid missed revenue, missed cost savings, or reduction of risk. Always Be Qualifying also highlights the unexpected benefit MEDDIC has on improved team spirit and cohesiveness because the MEDDIC methodology not only improves sales performance, it creates a common language and understanding across the entire selling team.

One person found this helpful

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Kristian Thyregod

5.0 out of 5 stars

MEDDIC works!

Reviewed in the United States 🇺🇸 on June 26, 2020

Zurich, June 26, 2020

In the best of times, selling complex enterprise software is an all-in team-based effort; many a times, it’s even a 24/7/365 competitive engagement cycle with frequent changes across multiple key decision making constituents and parameters.

Faced with dynamics as such, it’s critical for sales teams to constantly and continuously gather both account and opportunity intelligence, analyze it and strategize to make updates and/or revisions to win playbooks. To do so, you need a proven, structured and easy-to-operationalize Sales Qualification Methodology.

MEDDIC delivers; the qualification workflow and critical gates are laid out enabling both in-the-field execution and coaching/mentoring. And, the MEDDIC workflow is logical and can easily be an overlay on most companies’ sales stages, entry & exit criteria. Lastly, MEDDIC is also a great qualification process for (big) deal reviews & inspections, and provides a great, factual learning experience for the expanded sales team.

This is an easy read, and if you are heeding the guidance and advice herein, you and your teams will reap the benefits.

Jump in!

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Kevin O’brien

5.0 out of 5 stars

Great addition to your existing process

Reviewed in the United States 🇺🇸 on November 2, 2020

I have read a great deal of sales books and the majority try to either require massive change on the part of sales reps or are just one new spin on familiar concepts, where an author takes a standard methodology and confusingly renames everything with terminology that is never industry standard. What I like about this book is it is very straightforward and can be used or bolted on to whatever process you follow now. There’s no made up terms or massive change management just a well executed methodology that is easy to understand and teach. The other thing I really liked about this book is it does a good job of covering the basics for new reps while still providing some additional insight into sales steps that veterans have likely been doing for years. Overall, this book is short, to the point and elegant in its simplicity.

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Gail Weinstein

5.0 out of 5 stars

Quick, Insightful, and USEFUL!

Reviewed in the United States 🇺🇸 on August 8, 2020

This was a very quick read–not only because it’s broken down into consumable segments, but because it offers value on every page. I thoroughly enjoyed reading it! Even for seasoned sales professionals (who might think “I know this stuff already, why read another book about selling?”), the ideas contained here build upon each other–and probably upon some tactics you’re already doing every day!

It’s awesome to be able to say “I’m already doing several things well, but now I have specific insight on how to be a more effective–and more profitable!–sales rep. I can do this!”

One person found this helpful

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critical.dk

5.0 out of 5 stars

Systematic approach

Reviewed in the United States 🇺🇸 on September 26, 2020

This book is more suitable for sales managers than sales people, but both could benefit from reading it. Every sales person is different but if you want to manage performance you need to introduce systems, otherwise you can’t manage more than a handful of people. The book lays out how to implement systems that keep your sales people accountable and performing at a high level. It also includes some instruction on classic sales techniques for overcoming objections, closing the sale, etc. Overall a useful book for managing sales.

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Amazon Customer

5.0 out of 5 stars

Great book!

Reviewed in the United States 🇺🇸 on June 25, 2020

As a MEDDIC Academy alumni I was informed early about the release of this book and was lucky enough to read the beta version. It is a great refresher of the elements of MEDDIC and of general sales qualification. It reads easily, with no fluff. Like the online courses, the book is very practical and the concepts are immediately applicable. Highly recommend this to young sales professionals like myself!

One person found this helpful

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vg

5.0 out of 5 stars

A no-nonsense guide to qualifying, providing value, and ultimately winning the deal

Reviewed in the United States 🇺🇸 on June 30, 2020

This book lays out the MEDDIC methodology in a straightforward way, that is easy to internalize and put into practice. I would recommend this book to any salesperson looking to better understand the complex world of Enterprise sales.

2 people found this helpful

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Superdupershopper

5.0 out of 5 stars

Worth the read!

Reviewed in the United States 🇺🇸 on July 1, 2020

Very insightful. Easy read.

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From other countries

Cliente Amazon

5.0 out of 5 starsVerified Purchase

Great Framework

Reviewed in Germany 🇩🇪 on September 14, 2021

Great Framework to apply in your daily activities and work within modern sales organizations, and especially B2B tech companies.

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ipro

5.0 out of 5 starsVerified Purchase

Easy read, useful, good book.

Reviewed in the United Kingdom 🇬🇧 on May 26, 2021

Enjoyed the book, short, honest and instantly useful. Easy to implement based on understanding other sales methodologies.

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Kindle Customer

5.0 out of 5 starsVerified Purchase

Just completed live MEDDIC training the book was more in depth!

Reviewed in Australia 🇦🇺 on August 3, 2021

Fantastic, simple but provided clarity, and advice on each stage! A must read for every seller and manager. Highly recommended

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