We often hear the question: Is MEDDICC a methodology? The answer is, it depends, but fundamentally: yes. At the end of the day, a methodology is simply a method by which you do something.
When it comes to MEDDICC, many salespeople use it purely as a qualification framework. They might ask themselves: do I have a Champion, yes or no? That’s just a checklist, so not a methodology. It’s reactive.
Great salespeople, though, don’t stop there. If they realize they don’t have a Champion, they take action. The actions they take are methods; proactive steps to change the state of the deal. For example:
Finding a Champion: You identify the traits of a good Champion, ask the right questions, and actively seek out that key stakeholder.
Building a Champion: Sometimes, you have someone in your orbit who could be a Champion, but they’re not qualified yet. This is where methods like discovery and value creation come into play.
These aren’t just tasks; they are methods that form part of your playbook. When repeated successfully, these methods turn into patterns; structured plays that can be executed time and time again.
Think of it like American football. At the professional level, teams don’t just wing it, they run on plays. Each play is a method designed for a specific outcome. Over time, these methods become part of a larger playbook.
In our industry, MEDDICC is the foundation of that playbook. It informs the methods, which turn into plays, which drive consistent success. That’s what makes it a methodology, not just a checklist, but a structured approach to winning deals.
But what about Value Selling?
Value selling is often seen as a broader concept. It’s still a methodology, but it involves multiple methods to uncover and articulate value.
MEDDICC can absolutely be part of a value-selling framework – that’s what we built our MEDDICC Value program around! When applied correctly, MEDDICC uses Pain, Metrics and Decision Criteria to focus on value in customer engagements.
In short, MEDDICC can be a methodology if you let it. It’s not just about understanding where you stand; it’s about defining where you’re going and executing plays that get you there.