How do you handle the pain and urgency of your leads using MEDDIC?

1 What is MEDDIC?

MEDDIC is a sales qualification methodology that helps you assess the fit, value, and readiness of your prospects. It consists of six key elements that you need to uncover and validate during your sales conversations, such as metrics, the economic buyer, decision criteria, decision process, identifying pain, and a champion. Metrics refer to the quantifiable outcomes or benefits that your solution can deliver to your prospect. The economic buyer is the person who has the authority and budget to approve the purchase of your solution. Decision criteria are the standards that your prospect will use to evaluate and compare different options. The decision process involves the steps and timeline that your prospect will follow to make a decision and implement your solution. Identifying pain is about understanding the problems or challenges that your prospect is facing and that your solution can solve. Finally, a champion is someone who has influence and credibility within the prospect's organization and who can advocate for your solution.

2 Why is pain and urgency important?

Pain and urgency are two of the most critical factors that drive your prospect's decision-making. Pain is the gap between the current situation and the desired situation, and urgency is the pressure or motivation to close that gap as soon as possible. Without pain and urgency, your prospect will not see the need or value of your solution, and will not prioritize or commit to a deal. Therefore, you need to identify, amplify, and align your solution to your prospect's pain and urgency, and show how you can help them achieve their goals faster and easier.

3 How to identify pain using MEDDIC?

In order to identify pain using MEDDIC, it is essential to ask open-ended and probing questions to uncover the root causes, implications, and impacts of your prospect's problems. Such questions could include: what are the main challenges or issues that you are facing right now? How have these challenges or issues been affecting your performance, productivity, or profitability for how long? What are the risks of not solving these challenges or issues? Moreover, you may also want to inquire about their goals or objectives for this year or quarter, as well as their confidence in achieving them with their current situation. By gathering this information, you will be able to comprehend the severity, frequency, and scope of your prospect's pain in relation to their metrics and decision criteria.

4 How to create urgency using MEDDIC?

Creating urgency using MEDDIC requires demonstrating the value and differentiation of your solution, as well as highlighting the opportunity cost and competitive threat of delaying or avoiding a decision. You can do this by showing how your solution can help your prospect achieve their metrics faster, easier, or cheaper than other options; explaining how it can address their pain points better, more effectively, or more comprehensively; and quantifying the ROI, savings, or benefits of your solution. Additionally, you can emphasize the limited availability, exclusivity, or uniqueness of your solution to create a sense of scarcity or FOMO. Highlight success stories, testimonials, or case studies of similar customers who have used your solution and achieved positive results. Lastly, mention the names, activities, or achievements of your competitors to create a sense of urgency or pressure to act before they do. Ultimately, you want your prospect to feel that your solution is the best and only option for them and that they need to act now or risk losing out on a valuable opportunity.

5 How to leverage your champion using MEDDIC?

A champion is someone who can influence the decision process and the economic buyer in your favor. They typically possess a strong pain point, a clear vision, and a high stake in the outcome of the deal. To leverage your champion using MEDDIC, you should first identify who your champion is and verify their role, authority, and influence within the organization. Secondly, you must educate them on your solution, its value proposition, and its competitive advantages. Thirdly, you should empower them with the information, tools, and resources they need to sell your solution internally and overcome objections or resistance. Additionally, engage them regularly and frequently, providing them with feedback, support, and recognition. Lastly, align them with your sales strategy, goals, and timeline while asking them to help you navigate the decision process and reach the economic buyer. A champion can be a powerful ally and advocate for you, helping to increase the pain and urgency of your prospect while accelerating the deal.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?