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How to Build a Winning Culture #5: The $1 Behind Principle
Cameron 4 min
Cameron 01 September 2023

How to Build a Winning Culture #5: The $1 Behind Principle


The MEDDPICC framework has long been revered as a cornerstone for complex sales success, but even the most robust frameworks require a culture of commitment to truly thrive. There’s no shortcut to team success, it requires dedication, discipline, and daily consistency to truly achieve the heights of the collective potential.

 That's where the "$1 behind" principle comes into play. This principle is not just a motivational slogan; it's a philosophy that can redefine the dynamics of your sales team and build a new culture of clarity, collaboration, and consistent results. 


Unpacking the "$1 Behind" Principle

The "$1 behind" principle is an ethos that encourages a culture of collective achievement. The idea is simple yet transformative: while it's great to be the top seller, it's even better to have your colleagues just a dollar behind you. This creates a competitive yet collaborative environment where everyone is invested in each other's success.

The combination of a top seller with everyone at their heels is crucial, but the cherry on top is the culture fostered where collaboration is key. This allows everyone to get better, to learn, to improve and to push to become number one while bringing up their teammates too.


The Synergy with MEDDPICC

MEDDPICC is not just about individual elements like Metrics, Economic Buyers, or Decision Criteria; it's about how these elements come together in a cohesive strategy. The "$1 behind" principle aligns perfectly with this, especially during deal reviews. When team members are closely aligned—each striving to be just a dollar behind the other—it ensures that everyone is fully engaged in the MEDDPICC process. This collective focus can be particularly beneficial during the Decision Process and Competition stages, where team input can make or break a deal.


The Role in Deal Reviews

In MEDDPICC deal reviews, the "$1 behind" principle serves as a cultural anchor. It ensures that everyone comes to the table prepared, having done their due diligence. This is crucial in discussing Metrics, understanding the Economic Buyers, and strategizing for Competition. When everyone is just a dollar behind, it creates a sense of urgency and accountability that can elevate the quality of deal reviews.

Everyone in the team is encouraging their colleagues to become better. The level of efficiency is heightened not only by the common language shared through MEDDPICC, not just because everyone is now utilizing the same sales playbook, but because everyone is driving one another to become the best salesperson they can be. The culture shifts from mediocre to winning. 


How You Can Shift Your Sales Team Culture

  • Incentive Alignment: Create incentives that reward collective achievement, not just individual performance. Focus on the individual as usual, but recognize the collective too.

  • Transparency in Metrics: Use a transparent system to track everyone's performance in real-time, encouraging healthy competition. Work on weaknesses and gaps and foster a culture of transparency and drive to become better.

  • Knowledge Sharing: Implement a knowledge-sharing platform where team members can share insights and strategies, helping those who are a dollar behind to catch up. Knowledge sharing can be something that elevates a junior rep into reaching new heights. 


MEDDICC CRO Pim Roelofsen, a big proponent of the $1 Behind principle, shared his thoughts: "In an industry obsessed with individual achievement, the '$1 behind' principle is a game-changer. It's not about lowering the bar for top performers; it's about raising the floor for everyone else. And in the MEDDPICC world, that's how you turn deal reviews into deal wins."

The "$1 behind" principle is more than a motivational catchphrase; it's a catalyst for cultural transformation. When synergized with the MEDDPICC framework, especially during deal reviews, it creates a powerhouse of collective focus, accountability, and ultimately, success.



Q: What is the "$1 behind" principle?

A: It's a sales philosophy that encourages top sellers to aim for their colleagues to be just $1 behind them, fostering a culture of collective growth and accountability.

Q: How does the "$1 behind" principle enhance MEDDPICC deal reviews?

A: It instills a sense of collective responsibility and focus, ensuring that each team member is fully engaged in the MEDDPICC process during deal reviews.

Q: What are some strategies to integrate this principle into our sales culture?

A: Consider incentive alignment, transparent performance metrics, and a knowledge-sharing platform to encourage collective growth.




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.

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