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Every time I walk into a grocery store without a list, I somehow end up with “healthy” snacks, a fancy cheese I’ll forget about, and zero ingredients that could reasonably turn into dinner. It’s a familiar mistake: making decisions without a plan.
That’s what selling without MEDDPICC feels like. You fill your pipeline with “maybe” deals, talk to the wrong stakeholders, and walk away wondering why nothing closed. MEDDPICC is your sales grocery list. It’s a qualification framework that forces you to focus on the deals that matter—and keeps you from chasing every shiny object.
This article will walk you through the MEDDPICC framework, how it differs from MEDDIC, and tactical ways to apply it in real sales conversations.
What is MEDDPICC?
MEDDPICC is a B2B enterprise sales qualification framework. It helps you assess if a deal is worth pursuing and whether you have the components in place to actually win it.
Here’s what it stands for:
Metrics: What quantifiable outcomes will this buyer care about?
Economic Buyer: Are you talking to the person who controls the budget?
Decision Criteria: What are the must-haves the buyer is using to evaluate solutions?
Decision Process: What’s the actual path to getting this approved?
Paper Process: What legal, procurement, and red tape will delay your deal?
Identify Pain: What’s the cost of inaction for the buyer?
Champion: Who is selling this deal internally when you’re not in the room?
Competition: Who else are they considering and why might they win?
It’s not just a checklist—it’s a diagnostic tool for deal health. If you’re missing even one element, you’re flying blind.
MEDDPICC vs. MEDDIC
Think of MEDDIC as the original checklist: it covered Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. The “P” and second “C” in MEDDPICC were added for a reason.
Paper Process: In enterprise sales, legal and procurement can slow you down more than the decision-maker.
Competition: You’re never selling in a vacuum. Understanding where you stand in the market is critical.
If you’re running fast sales cycles, MEDDIC might suffice. But if you’re in 6–12 month enterprise deals with layered approvals and RFPs, MEDDPICC is non-negotiable.
Breaking Down the Framework
1. Metrics
Quantify your impact. Tie your value prop to numbers the buyer already tracks. Instead of saying “we save time,” say “we reduce processing time by 70%, saving 10 hours per week and $25,000 annually.” Ask:
What KPIs matter most to you this quarter?
What would a successful outcome look like in dollars, time, or productivity?
2. Economic Buyer
You’re not closing unless the budget-holder is in the loop. Even if you’re not introduced early, you need to identify them and start planning your path. Ask:
Who ultimately approves the spend?
What’s their top priority for this year?
3. Decision Criteria
This is the buyer’s scorecard. Know what you’re being measured against so you can align. Ask:
What are your non-negotiables in a solution?
What concerns would make you disqualify a vendor?
4. Decision Process
The biggest sales killers are buried in process delays. Get clarity early. Ask:
What steps are involved in signing off on this?
Who else gets pulled into the process?
5. Paper Process
Legal, procurement, IT, finance—it’s a parade of paperwork. If you wait until the end to surface it, you’re dead in the water. Ask:
Will we use your paper or ours?
What’s the usual timeline for contracting and reviews?
6. Identify Pain
No pain = no urgency. Uncover what’s actually broken so you can sell impact, not features. Ask:
What’s the cost of doing nothing?
What’s the biggest frustration in your current process?
7. Champion
Deals rarely close without an insider advocating for you. Identify who benefits most from your solution and make them your champion. Ask:
Who’s most affected by this pain internally?
Who’s driven similar change in the past?
8. Competition
You’re not the only one at the table. Know who you’re up against, where they shine, and where they don’t. Ask:
What other solutions are you considering?
What do you wish your current tool did better?
Tips for Implementing MEDDPICC
Bake it into your CRM: Add fields for each element in your deal record. Force yourself to fill them in.
Coach to it: Use deal reviews to audit gaps and build manager 1:1s around these questions.
Automate reminders: Use workflows to ping yourself when a key piece of info is missing.
Update often: MEDDPICC is dynamic. Update it as deals evolve—don’t “set it and forget it.”
Final Thoughts
If you’re operating without MEDDPICC, you’re doing enterprise sales like you’re grocery shopping without a list—wandering aisles, grabbing shiny objects, and walking out empty-handed.
But when you use MEDDPICC properly, you start qualifying harder, closing faster, and wasting less time on dead deals. You stop chasing “maybe” and start winning “yes.”
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