Get Started
How MEDDPICC Influences the Decision-Making Process
Cameron 4 min
Cameron 23 January 2023

How MEDDPICC Influences the Decision-Making Process


As you develop your sales approach, it will become apparent that the sales decision-making process is arguably the most crucial period during a deal. 

If you can master and influence this process in sales, you can level up your sales career and enter the company of other elite sellers who understand the process inside and out. 

MEDDPICC is a framework that gives a seller the ultimate potential to master the sales decision-making process. Whether it is to influence and stay ahead of it from the customer’s perspective or to be utterly prepared from your own, MEDDPICC is the perfect methodology for controlling the sales decision-making process. 


What is the Sales Decision-Making Process?

The sales decision-making process is the path an individual, team, or organization goes through to make a purchase - this can turn a qualified lead or prospect into a paying customer or client for a salesperson.

Understanding your customer’s decision-making process is critical. Still, it is even more important to influence it, to understand and therefore apply a sales approach that targets it with the utmost efficiency and effectiveness. Thankfully, we have a framework that will guarantee this every time. 

How MEDDPICC Influences the Decision-Making Process

MEDDPICC is a selling methodology that you can use in sales to not only qualify prospects and leads to a whole new level, but get a thorough understanding of the deal in play. 

Applying the elements of MEDDPICC help break complex deals and negotiations into quantifiable and analytical segments, allowing you to maximize the potential success of your selling opportunities. 

As you aim to influence a decision-making process of a customer, applying MEDDPICC will give you a collection of areas in which you can positively influence, and position your organization in the best possible way.


  • Implicate the Pain - How big is the pain or problem? - By looking at the problem and pain points an organization is facing and the scale of them, you can begin to position your service or product as a solution.


  • Implicate the Pain - How many people care about the pain? - Another aspect that can help you begin to not only understand the scale when it comes to the decision-making process but also the people involved, as well as the timeframe that it will take to reach a decision.


  • Metrics - What is the value of solving the problem? - once you establish the problem, you can use M1 and M2 metrics to present your solution. Whether it is bringing up M1s about how your solution has saved $X for a previous client, or M2s where you present how your solution is going to save or add $X for the customer company. 


  • Decision Criteria - How much confidence does the customer have in their current vendor?  A strong understanding of the prospect’s Decision Criteria can not only help you weigh yourself up against their current vendor or solution but also about how you fit the bill more effectively for what they need.


Adopting MEDDPICC as your sales methodology will level up your approach to influencing the decision-making process. Through the application of the framework, you can then go on to understand how you can position your solution as the ailment to their pain and something that can deliver a huge amount of value for them.




Cameron Dhaliwal serves as the Content Manager at MEDDICC, with a rich history in regional journalism, public relations at PokerStars, and digital marketing agencies. Specializing in content creation and strategy, Cameron's expertise spans media, technology, and sales enablement. His work at regional news outlets laid the foundation for his passion in Public Relations, which was further honed during his time at PokerStars. Now at MEDDICC, he leverages his diverse skill set to optimize sales and GTM content.

Subscribe to our Monthly MEDDICC™ Media Newsletter