MEDDICC

The ultimate guide to staying one step ahead in the complex sale

Andy Whyte

• Publisher: MEDDICC LTD
• Year: 2020
• eBook ISBN: 9781838239718
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

What do the world's most successful enterprise sales teams have in common? They rely on MEDDICC to make their sales process predictable and efficient.

MEDDIC with one C was initially created by Dick Dunkel in 1996 when he was at PTC. Since then MEDDIC has evolved to be better known as MEDDICC or MEDDPICC and has proliferated across the world being the go-to choice for elite enterprise sales organizations.

If you ever find yourself feeling any of the following symptoms with your deal, you could benefit from MEDDICC:

• Your buyer doesn't see the value of your solution? (aka they think you are expensive)
• You are unable to find, articulate and quantify Pain
• You don't have a Champion or at the very least a Coach helping you navigate and sell
• You find yourself unable to gain access to people with power and influence
• You don't know how the customer makes decisions
• You don't know who is involved in the decision-making process
• You find yourself surprised by things that come up in the sales process
• The decision criteria seem to move throughout the process, and you're constantly playing catch up
• Your Competition is landing strikes against you that you neither see coming nor are able to defend
• You lose track of where you stand in your deals

Whether you are an individual contributor or a sales leader embracing MEDDICC will help you to beat those symptoms and take back control of your deal.

Historically, learning MEDDICC has relied upon hands-on training, but now you can learn MEDDICC from an expert who uses it every day.

The Book deconstructs MEDDICC into easy to understand and implement steps. Breaking down every letter of the acronym into actionable insights complemented by commentary on how MEDDICC can help sales organizations to revolutionize their sales execution and efficiency.

In the words of the original creator of MEDDIC, Dick Dunkel:

Whether you are an individual contributor or sales leader, my advice is that you should start to implement MEDDICCinto what you do straight away. Embrace MEDDICC, and you and your team will more clearly understand the WHY to yourprocess, and you'll begin to execute your customer interactions with more purpose and achieve better results.And like so many others before, you will begin to reap the rewards of having a well-qualified pipeline of opportunitieswith clearer paths to success. - Dick Dunkel, MEDDIC Creator.

Copyright © 2020 MEDDICC LTD

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

https://www.meddicc.com

Print: 978-1-8382397-0-1

Ebook: 978-1-8382397-1-8

DEDICATION

To my wife, Katie, and my sons Charlie and Hugo. You are my world and Inspiration for everything I do.

To my brother, James. Your courage, bravery, and above all positivity in life is my inspiration to be a
better person.

ACKNOWLEDGMENTS

To say this book is “by Andy Whyte” overstates the case. Without the ingenuity of Dick Dunkel to leverage the expertise of PTC leaders like John McMahon and encapsulate it into MEDDIC. For Dick and Jack Napoli to then have the gumption and confidence to go on a global tour, which ultimately resulted in the proliferation of MEDDIC to every corner of the globe - then there would be no book because there would be no MEDDIC.

Therefore, it is Dick Dunkel, Jack Napoli, and John McMahon, for whom I owe the most prominent acknowledgment.

Further still, Dick, Jack, and Steve Ammann’s warmth, guidance, and expertise towards me from our earliest conversations gave me courage, confidence, and a renewed inspiration to work towards completing this book.

To Cliff Payne, my first sales manager, you gave me my start in sales, and while many may not credit door-to-door double-glazing sales, I learned more about the art and science of sales and, above all else, the importance of work ethic from you than I have anybody else since.

To Paola White, the first person to overlook my lack of B2B sales experience by giving me a shot as an SDR while also giving me the flexibility to grow into an Account Executive.

To Patrick Donnelly, who was the first entrepreneur I got to work for (he will hate me for calling him that). I learned so much about what it is to have ‘nous’ (Greek: nous, meaning intellect, or common sense) from you. The hustle from our early days of building ES Tech Group showed me that anything is possible with drive, creativity, and commitment.

Without Ragy Thomas, Carlos Dominguez, and Mike Logan, I wouldn’t have had the opportunity to learn all of what I did at Sprinklr and benefit from the career projection altering effects of Force Management training delivered by John Kaplan and his team.

Without my sales peers and those that drove me to become a better individual contributor and sales leader - your coachability, curiosity, creativity, and the respect you show to the craft of sales inspired me to aim higher.

Finally, without the customers whose complex businesses and even more complex sales cycles kept me in a constant state of unease, and, therefore, always searching for answers, thank you! I never felt gratitude for you at the time, but with every uncertain engagement, I strived towards achieving more certainty in future engagements, which powered my enthusiasm to embrace MEDDICC.

All of this is to say that I see myself as merely a vessel of a combination of wonderful opportunities. I take it as a great honor that I get to bestow my experiences to you, the reader, so it is you who I would like to pass on my final acknowledgment – thank you for your trust in me by purchasing this book.

FOREWORD

Dick Dunkel
“The Creator of MEDDIC”:

Despite the incredible evolution of enterprise technology and the business world on the whole, it is perhaps surprising that a methodology born over 25 years ago could still be enthusiastically implemented with such momentum as MEDDICC is today.

On the other hand, when you consider the circumstances formed as the nucleus for its creation, maybe it’s not surprising at all.

The story of MEDDICC has many beginnings.

For me, it started with a college experience that reflected a restless sense of (or perhaps lack of) direction involving rugby, two summers selling books door to door, and an Engineering degree. Graduation was followed by a short stint as a design engineer, but I quickly grew restless for competition and self-determination. As the offspring of 2 self-made salespeople, dad sold advertising space for Sports Illustrated and Time Inc. (think Mad Men), and mom wore a hard hat and sold site remediation services (think hazardous waste), I felt it was inevitable.

I made the quantum leap into what would be the first step in a long sales career and spent the next six years selling for Xerox Corporation and Xerox Engineering Systems. Xerox deservedly had an excellent reputation for training and development. Neil Rackham’s “SPIN Selling” was central to helping Xerox sellers understand and develop customer needs. Learning to apply this simple framework was foundational to my success and would influence how I organized my own ideas about the key to sales success.

Following those productive years at Xerox, I felt ready for a new challenge and became aware of PTC while exploring new opportunities. I secured the interview, and during the process, I remember having the distinct feeling that I was graduating to the big leagues of competitive enterprise selling. Grittier, faster moving, high accountability, powerful, highly differentiated offering, strong leadership top to bottom. I did not see a weak link, and if it existed, it was identified and either fixed or removed quickly. PTC was an organization on a mission and required total commitment. It was an intense experience to be a part of. I spent two years as a sales representative selling Pro-Engineer to manufacturers, suppliers, and fabricators in Eastern PA.

In early 1996, I received an unexpected call from PTC’s head of sales development, Anne Gary. Anne reported to John McMahon, who was the SVP of Sales. I was invited to go to PTC HQ in Waltham, MA, to do a stint on the Sales Development team. (PTC leveraged the Sales Development program to develop future leaders.) John and Anne were looking for someone to develop a new In...

Table of contents

• ACKNOWLEDGMENTS
• FOREWORD
• PREFACE
• INTRODUCTION
• What is MEDDICC?
• HOW TO READ THIS BOOK
• IS MEDDICC A METHODOLOGY?
• MEDDICC VERSUS OTHER QUALIFICATION METHODOLOGIES
• QUALIFICATION
• WHAT DEFINES ELITE?
• DISCOVERY
• DON’T KNOCK THE COMPETITION
• PRICE CONDITIONING
• THE GO-LIVE PLAN
• METRICS
• ECONOMIC BUYER
• DECISION CRITERIA
• DECISION PROCESS
• PAPER PROCESS
• IMPLICATE THE PAIN
• CHAMPION
• COMPETITION
• RISKS
• LESSONS LEARNT WHILE IMPLEMENTING MEDDICC
• MEDDICC CHECKLIST
• MEDDICC SCORING
• EPILOGUE
• APPENDIX
• REFERENCES