The Mistake Most Sellers Make With MEDDIC

Nothing is more painful than filling out MEDDIC in the CRM.

Metrics - check. Economic Buyer - Google the name of the CIO. Champion - select the person with the highest lead score from marketing.

The CRM is clean, pipeline is reported at 3x coverage. You call the deal in your forecast. It dies three days before EOQ.

Here’s the mistake.

MEDDIC isn’t a checklist. Every letter is a gate. If you can’t fill it out honestly at the stage your deal is at - then your deal isn’t where you think it is.

For example - your champion. You find someone who loves the product, they take your calls, they give you the spiel about the budget cycle and the business case they need to write. Then you ask them for an introduction to the Economic Buyer and then all of a sudden the tone changes. They can’t setup the meeting or they’re going on leave but can’t tell you when but they’re happy to have 1:1 time with you.

Champions move deals. Fans don’t.

The intro request is a qualifier and if it fails, your deal doesn’t have a C. Meaning you don’t have a deal. So forecasting this is pure fantasy.

Recommendation: qualify out.

Walking when a letter isn’t filled is both counterintuitive and emotionally challenging. But it’s the only part in sales that compounds. Every deal you kill early is time back to focus on closing deals or filling the top of the funnel.

MEDDIC’s job isn’t to close deals. It’s to kill the ones that won’t.