Every sales organization wants to track opportunity and pipeline generation but determining the expected closed revenue value that opportunities represent can frequently be far too subjective. If creating predictable revenue is the goal of every CRO and sales leader, implementing objective qualification criteria can ensure your forecasting is accurate and your team is pursuing the right opportunities. After all, the pure volume of people or businesses in your pipeline won’t generate revenue if none of them actually convert. Plus, you don’t want your sales team to waste their time speaking to people who are not actually going to buy your product or service.
So how do you prevent unqualified opportunities from taking over your pipeline? The MEDDIC sales methodology can help your team objectively evaluable all opportunities in their pipeline so that they’re free to focus on the ones that are most likely to drive the business forward. In this article, we’ll explore what the MEDDIC sales process is and how to tell if it can help your current team.
The MEDDIC sales methodology is a common framework used within the technology and B2B (business-to-business) sales industries. It provides a structured approach for sales teams that is designed to help them focus on the right opportunities, engage effectively with potential buyers, and tailor their approach to align with the buyer's needs and priorities. The key element is focused on truly understanding the buyers’ organization which will then help determine whether or not they are a qualified lead for your sales team to pursue.
Once the sales team can demystify what’s happening in their prospect’s organization, they’ll be in a much better position to approach them with a potential solution. And by addressing each of these MEDDIC components, salespeople can increase their chances of success in complex B2B sales scenarios. Of course, different businesses may adapt the methodology depending on their specific needs.
The letters in the title of the MEDDIC sales process stand for: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. Here is an explanation of each component:
Metrics: This refers to understanding the specific metrics and key performance indicators (KPIs) that are most important to the potential buyer. By aligning the product or solution with the buyer's metrics, the salesperson demonstrates value and relevance. The key here is thinking through what the buyer could potentially lose. Once that pain point is identified, your sales team has a much stronger understanding of what is motivating them.
Economic Buyer: The economic buyer is the individual or group within the organization that has the authority and budget to make purchasing decisions. Identifying and engaging with the economic buyer is crucial to advancing the sales process, though it may not always be easy to see who this person is within an organization..
Decision Criteria: Sales professionals need to comprehend the criteria that the prospect uses to evaluate potential solutions. This includes understanding the features, functionality, and benefits that matter most to the prospect. Uncovering any deal breakers at this stage will be crucial to determining whether or not the conversation is worth the sales team’s time.
Decision Process: Knowing how decisions are made within the prospect's organization is essential. This includes understanding the stakeholders involved, their roles, the steps in the decision-making process, and any potential obstacles or roadblocks.
Identify Pain: Identifying the prospect's pain points, challenges, or problems that your product or solution can address is a fundamental step in the sales process. Demonstrating how your offering can alleviate their pain adds value and relevance to your pitch.
Champion: A champion is an internal advocate within the prospect's organization who supports your solution and helps navigate the decision-making process. Building a strong relationship with a champion can significantly influence the success of the sale.
The MEDDIC sales methodology works by helping teams qualify leads. A sales lead is a person or business that shows interest in your product or service and has the potential to become a customer. Usually leads are entities that have either engaged with marketing materials, provided their contact information, or have made some other contact with the seller.
A sales lead is a person or business entity that has shown interest in a product or service offered by a company and has the potential to become a customer. Leads are individuals or organizations that have taken some initial action, such as expressing interest, engaging with marketing materials, or providing their contact information, indicating a potential willingness to make a purchase or engage in a business relationship.
However, just because a lead has expressed interest doesn’t mean that they are necessarily a qualified lead. First, the marketing team will determine if the lead is considered a Marketing-Qualified Lead or MQL by ensuring that it meets certain criteria. Next, the MQL is passed to the Sales Team to see if they can become Sales-Qualified Leads or SQLs. The sales team will have their own criteria that will help determine whether or not the lead will convert. Lastly, these leads turn into official Opportunities which have a much higher chance of converting.
For the Sales Team, a lead may be qualified if they have a problem that can be solved by the product or service, they have the budget to purchase the product or service, and they have an internal decision maker involved. While these are important questions to ask, they may not fully determine just how qualified the lead is in reality. When the qualifying questions don’t work well, the Sales Team may end up with more leads who are less likely to convert. Which is not what the team or the company wants at the end of the day. After all, the Sales Team doesn’t want to spend valuable time talking to leads who will not actually convert. That is not a good use of anyone’s time or resources.
This is where the MEDDIC sales methodology can be incredibly useful. By implementing the MEDDIC sales process, unqualified leads are identified much earlier in the funnel. While it might require a bit more time up front, ultimately the goal is to get more qualified leads into the funnel which will then increase the conversion rate.
Technically speaking, the MEDDIC sales process can be used for any Sales Team. But, if your team is engaging in complex, high-value B2B (business-to-business) sales, then the MEDDIC sales methodology might be very helpful for you. It can be especially beneficial when selling technology solutions, software, or products with longer sales cycles and multiple stakeholders involved in the decision-making process.
In particular, MEDDIC helps when your target buyer has many stakeholders (i.e. four or more) who need to weigh in before they can make a buying decision. This leads to increased complexity on the buying side so the Sales Team will need a strategic plan before entering into these conversations.
Again, the MEDDIC sales process helps your reps prioritize who they are speaking to and why. This should help streamline the way in which they move on from unqualified leads as well as determine which prospects need to be nurtured.
Ready to add this methodology into your processes? Check out Sweep’s MEDDIC template and start qualifying your leads according to this framework right away.