MEDMEN: Uncover More Metrics

If you’ve ever been mid-discovery call, trying to steer the conversation toward metrics and falling short, you’re not alone. We know that metrics are crucial in deals to demonstrate the value of our solution; they help us quantify the business impact, demonstrate ROI, and drive urgency. But there’s a catch.

Our customers aren’t experts in buying solutions like ours. Sometimes, they might not have realized they had a problem until we showed up. So how can we expect them to know exactly what that problem is costing them or have metrics ready to share?

That’s where the 3 P’s come in: Preparation, Proactivity, and Point of View.

These aren’t just soft skills or good habits. They’re a tactical framework for doing what great consultants do: guiding customers to the insight they didn’t know they needed.

Preparation

Before you engage with any customer, block off 20 minutes. That’s it. Use that time to ask yourself:

• What business are they in?

• What do they likely care about?

• What common challenges exist in their world?

• How does our solution help with those challenges?

You don’t need perfect answers. You just need to think deeply enough to frame a credible hypothesis. Use customer stories, case studies, even AI-generated summaries or podcast interviews. Research is easier than ever — the hard part is actually doing it.

Proactivity

This is where most sellers freeze. We’re so conditioned to “uncover” pain that we forget it’s okay to suggest it.

Instead, try something like:

“I was doing some research ahead of our meeting and came across a few customers who were dealing with [challenge]. Based on your business, I wondered if that might be relevant to you as well?”

This is consultative selling in action. You’re not assuming. You’re not pushing. You’re simply offering a potential insight and inviting the customer to engage.

This signals that you’re credible and that you’ve done the work. You’re not here to talk about features; you’re here to talk about value.

Point of View

Your preparation and proactivity culminate in your Point of View.

This is your moment to say, “Here’s what I believe is happening in your world and how we might be able to help.”

The key word? Believe. It’s your perspective, which provides serious value when it is rooted in research and real customer data

Having a strong POV makes your discovery conversations richer. It fast-tracks trust. On top of that, in many cases, it’s the beginning of a Champion relationship.

Think about it: when you come in with clarity and confidence, you’re making your customer’s job easier. They’re thinking, “If I bring this person to my boss, I’ll look smart.” And now you’re aligned on outcomes, not just features.

When you follow the 3 P’s, you position yourself as a guide, not a vendor, which makes it significantly easier to uncover metrics. You’re no longer asking vague questions like, “What would success look like?” You’re grounding the conversation in real-world context, and you’re helping the customer explore business impact in a structured way.

The perfect way to articulate your unique value proposition for your customers is with an M1, which encapsulates it with a use case. In your M1, it talks about:

• The Pain and the Implications of that Pain.

• The Gain and the Implications of that Gain.

• The Metrics that measure the delta of value between Pain and Gain.

• The Decision Criteria that is required to achieve the Gain

• And the stakeholders who are aligned to the use case. 

Using an M1 helps you strategically align to your customer’s organization, ensuring you attach the value of your solution to every level. M1s make it easier for your customer to communicate value on your behalf — which drives urgency, builds internal consensus, and accelerates your deal.

Sales isn’t about having all the answers. It’s about guiding customers toward the right questions and then helping them find the metrics that matter.

When you lead with the 3 P’s, that’s exactly what you’re doing.