The Necessity of a Compelling Event

MEDDPICCC?

“We added a third C for Competition because… why not?” - The CEO of a sales tech company.

Well, actually, you didn’t. The C competition was added around the year 2000. What you actually did was add a third C for 'Compelling Event' because your team doesn't use MEDDPICC proficiently.

Now I know what you may be thinking...

“How is adding a C for Compelling Event any different from adding a P for Paper Process?”

The answer is straightforward!

The P is added to MEDDIC because salespeople often forget to consider the specific Paper Process as part of the Decision Process. Separating it out ensures a salesperson doesn't forget to stay on top of it.

“But why can’t you do the same with Compelling Event?”

Because, if you are selling without a compelling event then you are not selling. 

You are order taking.

This is yet another reason why we say not all MEDDIC is equal, because a compelling event is a key part of every letter in MEDDIC.

• A key part of not just identifying but Implicating Pain is that the pain is compelling enough to drive change.
• A key part of Metrics is that they are quantified by time and, therefore, compel change.
• A key part of building a Champion into having a vested interest is that there is something time-bound and compelling enough to make them want to 'champion' for you...
• A key part of ensuring your Champion is effective in getting your solution prioritized with the Economic Buyer is that they see a compelling reason to do so.
• A key part of Decision Criteria is attaching your unique strengths to the Pain driving the compelling event. Likewise, this is the best way to defend against the Competition trying to hook themselves onto the compelling event you have uncovered.
• Finally, nothing will drive progress in the Decision Process like having a fired-up Champion who has the sponsorship of the Economic Buyer.

Compelling Events aren't always easy to find, but adding a letter to MEDDPICCC and treating MEDDIC as a 'checklist' forced by fields in software won't solve for anything other than a post-realization panic causing salespeople to manufacture discount-based compelling events instead of getting stuck into value and stakeholder oriented events that drive true urgency and partnership.

This is not about extra letters in MEDDIC. It's about mindset. It's about proactive and professional selling and not seeing compelling events as an afterthought. If you are selling without a compelling event, you are not selling. You are order taking.