All the questions you have in regards with the MEDDIC Sales Qualification Methodology that you never dared to ask.
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In most cases if the Champion refuses to take you to the EB, high chance they are not your champion. But sometimes it’s more complicated than this and you need to be smart about it or you may pull out of a great opportunity by applying MEDDIC in a wrong way.
First, meeting with the Economic Buyer (aka EB) is absolutely a must to secure the deal, make it bigger and close it sooner. However, this frequently asked question here is specifically about meeting the EB early in the sales process:
In 90% of cases the Champion should take us to the EB, even in the early stage. In some rare cases, the EB just does not meet with vendors. For instance at the beginning of a purchasing process at a large enterprise that is talking to 6 competitors, the EB may want to avoid meeting every vendor and only meet with the 2 finalists at a later stage. Yet we still need to :
Also the Champion’s reason for not taking us to the EB should make sense. Most importantly, the champion needs to have passed our “tests”. Refer to the section about “How to Test the Champion” in the MEDDIC Course. If the champion has already proven to be one, has changed some decision criteria in our favor or a few other tests proving that he/she is a solid champion, and he/she insists that there is no way we can meet the EB at this stage and promises a later meeting with EB, then based on our judgement we may decide that the EB box is checked at this stage and keep going and avoid pulling out of a great opportunity.
If they are not for you, and can’t be influenced/modified, not only you can pull out, but also YOU HAVE TO! You need to prospect more and get into the accounts before they start writing RFPs. You need to “help them” write those RFPs. Very often, if you are not involved in writing the RFP and you receive it by email (or even through the mail) as a first contact, then high chances you would be wasting your time with those RFPs. If this is frequent in a team (Government Sales for instance), it means that the sales and marketing is not efficient in influencing the market. It shows that you, as a rep, are not prospecting enough. My advice: stop working on that “bad RFP” and spend that time prospecting new deals.
Yes, you receive a “Certificate of Completion” for attending the courses. You can also get MEDDIC Certified ™ by taking the certification program including the test and the interview. More details here.
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Pain for sure. Remember, there is no order in the 6 elements of MEDDIC. It’s a checklist after all. However, any sales process starts with the discovery of the issues. So identifying the pain is where you start. Metrics may even be not pertinent if focused on the wrong pain.
The relationship with your champion is an on going relationship. It starts by identifying potential champions and grows crescendo through steps: test, create rapport, test, look for personal win, test, develop, … If you have constant regular contact with the champion, exchanging information and taking them through the line above, you will progressively build a solid relationship. If something goes wrong, you would be able to know, by correlation to other events, what went wrong and why. You will be able to correct it. If you check the champion against the characteristics described in the MEDDIC course, you will never take a coach for a champion.
Yes. This can happen in a SMB. When you are selling CRM to a mid size company, it’s not odd to have the CEO or the CFO being your EB and the Champion at the same time. The smaller the size of the company, the more this can happen. The larger the size of the company the more you’ll have the probability of needing several champions, and a complex decision process, but always one single EB.
No. Actually when less people involved, decision process is obviously easier, you can enlarge the size and shorten the sales cycle easier.