MEDDIC As A Sales Process

MEDDIC Sales Process
Yes, I wrote “process”

MEDDIC is NOT a Sales Process

During the course “Introduction to MEDDIC” at MEDDIC Academy, I explain that there is no such thing as the MEDDIC sales process (or the MEDDPICC Sales process). There, I also explain that MEDDIC is a sales methodology which works with your existing sales process. In other words MEDDIC is process-agnostic. If that’s true, so what is this title then? It doesn’t make sense, does it?

“Ok, but Where Do I Start ?”

Well, here’s a question I get from our course attendees from time to time:  “This is all cool. But where do I start ?” or,  “In which order should we apply the elements of MEDDIC?“. Or, “Should I start by gathering Metrics, defining the Decision Process or meeting with the Economic Buyer?”. These questions come often from more junior reps but they’re very legit. Those of you who have taken the full course know that there is no order in executing the different elements of MEDDIC. These elements are rather a checklist of things to do than a sequence of things to do in a given order. But even for more senior reps, they still usually take some actions often before others, right?

Also, it may make sense when there’s no existing sales process. This is the case in early stage startups. It’s also common in a small business which is trying different sales processes to see which one is working better. A mature large and growing business, has usually figured their winning sales process and should integrate MEDDIC into that existing process.

So replying to “Where do I start from?” is easy: You always start from customers’ pains aka goals. Ok, then if there is a clear response to that, then what’s the answer to “what do I do next?” ? One good answer would be: “ask them what are the different ways to remedy the pains or to reach goals?”. You are indirectly asking about competition, including internal solutions, change of process, or any solution. So if I can answer clearly to the above, maybe , after all, there is a MEDDIC Sales Process, at least a typical one.

How about a typical sales process ?

“Typical”, yes that’s the word. Another way to look at the sales stages within the framework of MEDDIC is considering a “typical” MEDDIC sales process. Companies have different sales processes, yet we all expect it to be close to the typical process we have in mind. For instance, the chart below is considered as one of the most typical sales process charts.

Stages of a typical Sales process
Stages Of A Typical Sales Process

The above chart is a typical sales process everyone in sales would admit; even though everyone may use a slightly different language with slightly different stages.

In a similar way, what is the typical sales process, when using the MEDDIC sales methodology?

Here’s the answer:

Stages Of A Typical MEDDIC / MEDDPICC Sales Process

MEDDIC As A Sales Process
Stages of a Typical Sales Process within the MEDDIC / MEDDPICC Framework
  1. Start with the customer’s PAIN or GOALS.
  2. Quantify them
  3. Identify potential Champions
  4. Understand what it costs if not addressed. 
  5. Understand who in the organization is hurt when the pain is not addressed. 
  6. Or if it is presented as a goal, who in the organization is going to profit from achieving goals.
  7. Develop Champions
  8. Ask them about the multiple ways they can address the pains
  9. Get a view of the Competition landscape, including internal and no-decision
  10. Understand and negotiate the Decision Process along the way
  11. Test the Champions
  12. Ask them how they would choose among different options, 
  13. Get the Decision Criteria
  14. Assess the Value Triangle and your Unique Differentiators
  15. Confirm all the above with the Economic Buyer
  16. Confirm the need for the proof and ask for success criteria with the EB
  17. Empower the Champions
  18. Conditionally Close on the Economic Buyer
  19. Consider exiting each time a significant part of the above is missing
  20. Show Proof with Metrics, prove value
  21. Develop ROI, payback pitch
  22. Understand, go through and negotiate the Paper Process
  23. Return to the Economic Buyer with the proposal and the ROI pitch
  24. Ask Champions for support
  25. Close

Obviously if you have not taken the full MEDDIC courses nor joined our workshops, the real actions and meanings behind each of the above may appear blurry; you should take either the Full MEDDPICC or the Advanced MEDDPICC course now. But these are pretty much the stages of a sales process within the framework of MEDDIC, in a hyper-compact version.

I’ll develop more on this as we go, but let me know what you think. As always, I would love to read your feedback. What do you think?

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Posted on May 7, 2021 in MEDDIC, Sales, sales enablement, Sales Methodologies, Sales Training

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About the Author

Darius Lahoutifard, founder of MEDDIC Academy is a Serial Entrepreneur and a former Executive at PTC and Oracle among other software companies. His latest company was Business Hangouts, a Google G Suite live broadcasting app, with millions of users, acquired within 3 years. He is interested and writes about entrepreneurship, startups, technology, enterprise software, SaaS, Sales Leadership, Management, Sales & Leadership Education including specifically the MEDDIC methodology, Marketing, Market Research and more.
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