MEDDIC Sales Process | Optimising Sales Performance Using MEDDIC

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MEDDIC Sales Process | Optimising Sales Performance Using MEDDIC

Optimising sales performance using the MEDDIC sales process is a safe bet for any sales leadership teams striving to improve their sales performance.

Plus, the right sales qualification process is pivotal for optimising sales conversions, maximising revenue growth and sales pipeline reporting.

We’ve discussed BANT as an in-call sales qualification process already and you can find out more via – How to Use BANT Sales Qualification Questions to Boost Sales.

BANT is useful as an in-call sales qualification method, but today I wanted to look at a sales qualification method that’s equally useful. It’s one I often advocate it’s use as a ‘go/no’go’ additional sales gate along side BANT. Using BANT or MEDDIC sales qualification is not an either or, there is value in using both.

MEDDIC Sales Process | Sales Optimisation

This comprehensive MEDDIC approach enables sales teams to streamline their sales processes and drive better outcomes.

This is possible because a MEDDIC qualified sales prospect provides a detailed rich picture of what the buyer needs, and therefore what the sales rep needs to satisfy in order to close the deal.

Which means greater clarity for all, a faster build and agreement on any proposed solution, which, when translated, means more positive results, faster!

Higher conversions,


Sales optimisation using MEDDIC as a foundation template can vary from the very simple to the mightily complex. It all depends on the sales situation.

Therefore, as with any sales optimisation method, it’s crucial to understand when MEDDIC is appropriate, and its limitations. And, also to understand alternative frameworks that can complement or substitute it for maximum sales effectiveness.

What is MEDDIC, and What Does MEDDIC Stand For?

The acronym MEDDIC stands for

M = Metrics – how will the prospect measure impact on the purchase / intervention?

E = Economic buyer – who has the final say in terms of spend / budget?

D = Decision criteria – what do you have on your shopping list to make this purchase ? What are the must have’s? The like to have’s? The deal breakers

D = Decision process – who will make the final decision? How will they make the final decision regarding fit and form? Using what basis?

I = Identify pain – why are they engaging in this process? Have they a burning platform that they need to escape from?

C = Champion – who wants this done? Who is rallying the business for this purchase / change / intervention? Who stands to get the most from it? Or suffer the most if it does not go through?

When is MEDDIC a Good Sales Framework to Use?

MEDDIC is highly effective in complex and lengthy sales cycles.

Especially where multiple stakeholders are involved in the decision-making process.

It is particularly beneficial when dealing with high-value, enterprise-level deals that require meticulous attention to detail and a deep understanding of the client’s needs. Needs that often evolve and change over time.

MEDDIC ensures that every step of the sales process is thoroughly examined.

So, the sales team remains focused on the customer’s key needs and signing criteria.

When is MEDDIC to be Avoided?

While MEDDIC can be incredibly beneficial in certain scenarios, it’s not a fit for all.

It may not be the best fit for every sales situation.

Or even the best fit for every rep.

Reps will have their favourite.

It’s important you find your favourite and modify / build as you need.

Therefore there is value in trying and testing many sales qualification processes.

MEDDIC might not be ideal for organisations dealing with shorter sales cycles. It should be avoided by those targeting small to medium-sized businesses.

Or in situations where a lighter sales qualification process might be more appropriate (like BANT as a standalone)

Additionally, when the focus is more on volume-based sales rather than high-value, intricate deals, the rigidity of MEDDIC might impede the sales process.

The Positives and Negatives of MEDDIC


  1. Rigorous Qualification: MEDDIC ensures that every lead is thoroughly vetted, leading to a higher probability of successful closures.
  2. Customer-Centric Approach: By focusing on the customer’s pain points, MEDDIC enables sales teams to tailor their approach according to the client’s specific needs.
  3. Streamlined Sales Process: MEDDIC provides a systematic structure that helps sales teams stay organized and focused throughout the sales cycle.


  1. Time-Consuming: The detailed nature of MEDDIC can make the sales process more time-consuming, which might not be suitable for all businesses, especially those with shorter sales cycles.
  2. Complex Implementation: Training the sales team to effectively utilize the MEDDIC framework can be challenging, requiring significant time and resources.
  3. Potential Rigidity: In some cases, adhering strictly to MEDDIC may limit the sales team’s ability to adapt to unique client situations, potentially leading to missed opportunities.

What Does a MEDDIC Conversation Look Like Between a Sales Rep and a Prospect?

A MEDDIC conversation typically follows a structured approach.

This ensures that key aspects of the sales process are thoroughly addressed.

Here’s a simplified example. Beware: it’s language is much blunter than you’d probably see in a sales call but that’s so we can stage the points very directly….


Sales Rep: “Thanks for taking the time to bring me up to speed in terms of what brings us to this point Could you share the key metrics and outputs your organisation is trying to improve as part of this purchase?”

Prospect: “We’re primarily focused on increasing our efficiencies by 15%.”

Economic Buyer

Sales Rep: “You will have set aside budget to accommodate that kind of change, and I’m sure you have built up a group of champions and supporters to make it happen, who is the final decision on the spend (economic buyer) in your decision-making process?”

Prospect: “Our CFO is the final decision-maker in this case.”

Decision Criteria

Sales Rep: “Have you already drawn up your go/no-go criteria and can you share that with me please? It would be great to understand the critical decision criteria you’ll be considering for this solution?”

Prospect: “We’re looking for a solution that integrates seamlessly with our existing software and provides robust reporting capabilities.”

Decision Making Process

Sales Rep: “Could you walk me through your decision-making process, including the key stakeholders involved?”

Prospect: “Certainly, we have a cross-functional team that evaluates the technical feasibility, the financial implications, and the user-friendliness of the solution.”

Identify Pain

Sales Rep: “What pain points are you currently experiencing that you hope to address with our solution?”

Prospect: “Our current system lacks the customization features we need, and our reporting process is highly manual, leading to delays in decision-making.”

Identify Champion

Sales Rep: “Do you have a champion within your organization who is advocating for this solution?”

Prospect: “Yes, our Head of Operations is particularly keen on exploring your product.”

Common Pitfalls of MEDDIC as a Sales Qualification Framework

  1. Overemphasis on MEDDIC Sales Process: The focus on the structured process might lead to neglecting the dynamic nature of some sales interactions This means potentially missing out on crucial opportunities.
  2. Inflexibility: Strict adherence to the MEDDIC sales process framework might hinder the sales team’s ability to adapt to unique client situations. Again, potentially leading to missed opportunities.
  3. Lengthy Sales Cycles: The comprehensive nature of MEDDIC sales process might elongate the sales cycle. Longer sales cycles tend to be more fragile and open to competitor attack. Also. critical to avoid MEDDIC in environments with shorter sales cycles.

Other Frameworks Worth Considering Alongside MEDDIC

Optimising sales performance using MEDDIC alone is to be avoided in my opinion.

While MEDDIC is a robust framework, it’s essential to explore other methodologies that can complement or substitute it based on specific sales scenarios. Some notable alternatives include:

  1. BANT (Budget, Authority, Need, Timeline): A simple framework that assesses the prospect’s budget, decision-making authority, need for the product or service, and timeline for implementation.
  2. CHAMP (Champion, Authority, Need, Money, Prioritization): This framework focuses on identifying a champion within the organisation, determining decision-making authority, understanding the prospect’s needs, assessing the available budget, and prioritising the solution within the prospect’s business objectives. The last element is an addition to BANT.
  3. SPIN Selling (Situation, Problem, Implication, Need-Payoff): This approach emphasises asking the right questions to uncover the prospect’s situation, identify existing problems, understand the implications of these problems, and present solutions that meet the prospect’s needs and provide significant payoffs.
Conclusion | MEDDIC Sales Process

In the pursuit of optimising sales performance using MEDDIC, leveraging a robust sales qualification framework is crucial, and MEDDIC is as good a framework as any other, depending on the setting.

However, while MEDDIC can significantly enhance the sales process for complex deals, it’s imperative to recognise its limitations and consider alternative frameworks that might be better suited for specific sales scenarios.

Likewise, a much deeper and broader sales optimisation can occur where MEDDIC is married with other sales qualification frameworks. Optimising sales performance using MEDDIC alone, it’s easy to miss out on a deep-dive into timing that’s available in BANT or CHAMP.

SPIN qualification and optimisation delivers the very best (in my opinion) route to digging into a prospects pain points and cost of doing nothing. Both huge drivers for urgency and action.

SPIN has the added benefit of an auto-default. It’s virtually impossible to have any form of SPIN based conversation without the decision maker there.

By understanding the nuances of various sales methodologies and tailoring them to the unique needs of the business, sales leadership teams can achieve greater success and drive sustainable growth.

As well as the MEDDIC sales process, we cover a number of excellent sales optimisation and sales qualification frameworks in The Sales Improvement Workshop all designed to take a sales team from cold to sold with the minimum amount of buyer friction.

Contact us for dates and availability – 0779 002 1885

The Sales Improvement Workshop covers every aspect of selling to the modern buyer, book your sales training course now and let’s give your competitors something to worry about! Check dates and availability here – 0779 002 1885

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