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MEDDIC sales methodology

As a sales manager, you know that finding the right customers is like solving a puzzle. Your reps need a method that will help them figure out which leads are worth pursuing and which might not be a good fit. That's where the MEDDIC sales qualification method comes in—and we're here to break it down for you.


As a sales manager, you know that finding the right customers is like solving a puzzle. Your reps need a method that will help them figure out which leads are worth pursuing and which might not be a good fit. That's where the MEDDIC sales qualification method comes in—and we're here to break it down for you.

What does MEDDIC stand for?

MEDDIC is acronym that stands for different factors to consider when qualifying leads (usually during the outbound sales process):

  • Metrics: You need to know if a potential customer has the budget and resources to buy your product or service.

  • Economic buyer: You need to identify who has the authority to make the buying decision.

  • Decision criteria: What factors are important to your prospect when they're deciding to buy?

  • Decision process: Do they involve multiple people, or is it a more straightforward process?

  • Identify pain: Pain points are the problems that your product or service can solve. But first, you need to understand your prospect’s challenges.

  • Champion: This is someone within the prospect’s organization who supports your product and helps you navigate the internal processes.

MEDDICC, MEDDPIC & MEDDPICC: What’s with the extra letters?

You might have come across variations of the MEDDIC framework, like MEDDICC, MEDDPIC, and MEDDPICC. These extra letters add more depth to the original framework:

  • Competition: This factor helps you understand what other options your customer might be considering. Who else are they looking at?

  • Paper process: This involves understanding the paperwork and processes the customer needs to go through to make a purchase.

Depending on the specific situations your sellers typically come across, you might want to consider including these additional factors in your sales coaching as well. For example, if the prospect they’re speaking to is torn between you and a competitor, MEDDICC would be a good approach.

So, what exactly is MEDDIC sales qualification?

Now that we've decoded the letters, let's dive into each element of the MEDDIC framework and what it means for your reps:


This means you need to know if your potential customer has the budget and resources to buy from you. Can they afford your product or service without stretching their finances?

Economic buyer

This is the person who has the authority to make the buying decision. They're the ones who hold the purse strings and can say "yes" to your offer.

Decision criteria

What's most important to your prospect when they're making a decision? Is it the price, the features, the quality, or something else?

Decision process

How does your prospect make decisions? Do they have a structured process, or is it a bit more chaotic? Understanding this helps you tailor your approach.

Identify pain

This involves figuring out the challenges and problems your prospect is facing. How can your product or service make their life easier?


Your champion is your advocate within the customer's organization. They help you navigate the internal dynamics and champion your product or service.

How to apply the MEDDIC framework to your sales process

Applying the MEDDIC framework might seem a bit overwhelming at first, but it's all about asking the right questions and gathering the right information. There are also sales tools that can help sellers adhere to the methodology steps. Here are some tips to help your reps apply it effectively:

  • Ask open-ended questions: Instead of asking yes/no questions, ask questions that encourage your prospect to open up about their needs and challenges.

  • Listen carefully: Pay close attention to what your prospect is saying. This helps you identify their pain points and understand their decision-making process.

  • Build relationships: Your champion is a key player in the process. Build a strong relationship with them to gain insights and navigate the internal landscape.

  • Highlight benefits: Tailor your pitch to address the specific pain points and decision criteria of your prospect. Show them how your product can solve their problems.

  • Understand the competition: Research your competitors to know their strengths and weaknesses. This helps you position your product effectively.

  • Guide through the process: Help your prospect understand the steps they need to take to make a purchase. This makes the decision process smoother.

Is the MEDDIC sales methodology a good fit for your business?

The MEDDIC framework offers several advantages that can help your reps have better sales calls:

Advantages of the MEDDIC framework

Focused qualification

MEDDIC ensures sellers spend time on leads that are more likely to convert, saving them time and effort.

Better understanding

By diving deep into a prospect’s pain points and decision-making process, reps can tailor their pitches for maximum impact.

Streamlined process

Following the MEDDIC steps creates a structured path for lead qualification, making the sales process more organized.

Disadvantages of the MEDDIC framework


With its various elements, the MEDDIC framework can feel complex and overwhelming, especially for newer sales reps.


Properly implementing MEDDIC requires time and effort to gather and analyze information about potential customers.


Some situations might not neatly fit into the MEDDIC categories, making it less adaptable in certain scenarios.

Other sales qualification frameworks if MEDDIC’s not for you

If the MEDDIC framework doesn't align with your business or feels too overwhelming, don't worry. There are other approaches you can consider:


BANT stands for Budget, Authority, Need, and Timing. It's a simpler framework that focuses on the basic aspects of lead qualification.


SPIN stands for Situation, Problem, Implication, and Need-payoff. It's a question-based approach that helps you uncover the prospect’s needs and pain points.


SPICED is an acronym for Solution, Problem, Implication, Costs, Evaluation, and Decision. It's similar to SPIN but adds elements related to the prospect’s evaluation and decision-making process.

MEDDIC: One way to try to streamline your lead qualification

In the exciting world of sales, finding the right leads can be a challenge. That's where the MEDDIC sales qualification method comes into play. By understanding the Metrics, Economic Buyer, Decision Criteria, Decision Process, Identifying Pain, and having a Champion, you can empower your sellers to have more successful conversations and shorten the sales cycle.

Remember, every business is different, so take the time to figure out if MEDDIC is the right fit for your team. If it's not, there are other sales methodology frameworks out there that might be a better match.

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