Guide

MEDDIC: the six-letter version, and when it is enough

The original six-part qualification framework, what each part requires, and how it differs from MEDDPICC and MEDDPIC.

MEDDIC is the original: Metrics, Economic buyer, Decision criteria, Decision process, Identified pain, Champion. It came out of PTC in the 1990s and it is the ancestor of every qualification checklist that followed.

What each part demands

Metrics are the customer's numbers, not yours. A metric you supplied is a claim; a metric they supplied is a business case.

Economic buyer is whoever can approve the spend unilaterally. Finding them is the single highest-value act in most enterprise deals, and the most commonly deferred.

Decision criteria are what they will judge on. If you did not influence them, someone else did.

Decision process is the sequence, with names and dates. "Q3" is not a decision process.

Identified pain must be owned by the person you are talking to. Pain that belongs to another department is someone else's deal.

Champion is defined by behaviour, not warmth. A champion sells when you are not in the room.

MEDDIC, MEDDPICC or MEDDPIC

MEDDPICC adds Paper process and a second C for competition. MEDDPIC adds only paper process. Which you run should follow where your deals actually die:

Adding letters you do not use is how a framework becomes vocabulary instead of discipline.

Using it on a live call

Repwing coaches to MEDDIC or MEDDPICC during the conversation, tracking which parts are covered, which were touched and never probed, and which have not come up at all.

Other guides: MEDDPICC · SPIN Selling · BANT · Gap Selling · The Challenger Sale · Discovery calls · Sales coaching