MEDDICC was created by Richard Dunkel and Jack Napoli and with their kind permission we publish their model.

• MEDDICC provides the rigour to reduce Sales risk.

• Makes political sense if your company has invested in a CRM tool - use it to full effect.

• Ideal tool for deal reviews, managing and communicating upwards -

taking control of your career.

In my experience the most effective sequencing is IMEDDCC:

Identify Pain

Underlying truth

Nobody buys until there is a business problem that

needs solving. So start with the annual report and the

promises to the shareholders on key future activities.

Objective

Identify value drivers that are business critical,

operational de-risked and on personal career agenda

of stakeholder.

Critical questions

• What are the pains in the company, which require you right now?

• What main initiatives are ongoing right now?

• How are they related to what you are selling?

• What extensive research on news sites and the annual report will identify

transformational programmes?

Metrics

Underlying truth

C suite will not buy if they are not able to Quantify &

Measure the Potential Gain.

Objective

Tie your Technology solution (Software, Cloud, Mobility

etc) to strategically important initiatives. Selling a

business outcome is what customers will buy.

30% reduction in time to processing an order.

£50M savings in OPEX over 3 years.

Critical questions

• Why buy?

• Why buy now?

• Why buy your solution?

Economic Buyer

Underlying truth

Powerful buyers are humans first and have bias.

They enable sellers who they know, trust, respect

and will enhance their self-interest. EB has access to

discretionary funds. They can re-allocate budget from

one project to yours.

Objective

Meet and have dialogue with and influence of.

Critical questions

• Do you know the EB? Have you met them?

• Have you checked with them the decision criteria and process?

• What are their expectations? (ROI? Justification? Metrics? Personal agenda?)