Based on an acronym, the MEDDIC sales method is a methodology that helps sellers effectively qualify prospects:

Metrics
Economic Buyer
Decision Criteria
Decision Process
Identify Pain
Champion

As Simone Morgan explains for Nutshell, it was created in the 90s and has gone on to be a popular process in the B2B sales industry.

“The MEDDIC process includes six major components for sales qualification,” she writes.

“Knowing the answers to these questions allows you to form a tailor-​made pitch for qualified potential buyers.”

What is the MEDDIC sales method?

Specifically, Morgan breaks down the process, highlighting each step’s purpose, as well as questions sellers can ask during each:

Metric: Determine the specific, measurable outcomes the customer aims to achieve with your solution.

• What business goals are you currently focused on?
• What key performance indicators (KPIs) do you track to measure success?

Economic Buyer: Identify the person who holds the purchasing power and understand their expectations.

• Who is responsible for making final purchasing decisions in your company?
• What’s the best way for us to engage with them to meet their priorities?

Decision Criteria: Understand the key factors the buyer will consider when making a decision.

• What are the most important elements you look for when choosing a solution?
• Is the budget available for a product/​service like this?

Decision Process: Learn about the company’s decision-​making steps and the typical timeline.

• Can you outline the steps involved in making a purchase decision?
• What is the usual timeframe for finalizing decisions for purchases like this?

Identify Pain: Understand the specific challenges or issues the prospect faces without your solution.

• How has this problem affected your day-​to-​day operations?
• What would be the impact if this issue remains unresolved?

Champion: Find an advocate within the prospect’s company who will help promote your solution.

• Who stands to gain the most from our solution?
• Is there anyone within your organization who could influence the buying decision?

Why is MEDDIC successful?

Qualification is a major part of successful selling. It helps focus efforts on high-​potential prospects, ensuring time and resources are spent effectively.

It also enables sellers to align their strategies with the right target audience and avoid pursuing uninterested or unsuitable prospects.

Still not convinced of its impact? Surfe’s Jack Bowerman shares that 67% of lost sales are due to poor qualification. Talk about missed opportunities!

“Qualified leads are more likely to convert into customers, as they already fit into a business’s ICP.”

He adds that it “speeds up the sales process by reducing time spent on unproductive leads.”

How sellers can apply MEDDIC

Sellers can improve their qualification process by adopting the MEDDIC sales method. Morgan advises sellers to:

• Commit to the process. Implementing MEDDIC will take time While you'll engage with fewer prospects, those you do engage with will be more qualified. This means they are most likely to convert down the road.
• Select the right approach. Evaluate whether the original MEDDIC framework is sufficient for your business or if you need additional steps, based on your own needs.
• Research your buyer. To effectively use MEDDIC, invest time in creating detailed buyer personas. Understanding your prospects deeply ensures you ask the right questions and tailor your approach accordingly.

And remember, the MEDDIC sales process can be combined with other strategies as needed. Take time to evaluate results from the process and adjust accordingly. Close​.com points out that it can easily be optimized based on each sales team’s needs and customer profile.

For more insights into successful lead qualification, take a look at these other best practices. Sellers may uncover other elements they can integrate with the MEDDIC process.

With some thought and planning, sellers can customize a qualification strategy that ensures they identify and  pursue the most lucrative leads.

Photo by Nataliya Vaitkevich