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There are several different approaches and frameworks used in the sales qualification process. Given the various ways to discover the best lead, I think any approach could be effective, depending on the sales process context.

For me, as a SDR in B2B sales, I used the BANT framework, as well as the Challenger Sale methodology. Utilizing them both allowed me to find leads and prospects and close deals. I was introduced to MEDDIC sales before starting my B2B selling career, but I never utilized it in my role, but I heard a lot about it from other sales reps, and how it was a thorough and streamlined the qualification process for B2B selling.

In this post, I’ll share a step-by-step guide to the MEDDIC sales qualification process for B2B sales representatives.

Table of Contents:

• What is MEDDIC?
• Inside the MEDDIC Sales Qualification Process
• Should my team use MEDDIC?

Inside the MEDDIC Sales Qualification Process

The MEDDIC framework explores the different elements that go into making a purchase. By focusing on the buying experience for customers, reps can better understand prospects’ needs. You can then qualify buyers, so you’re focusing on those who are a good fit.

When using MEDDIC, you’ll ask questions related to each of the categories below. At the end of the process, you’ll know more about each customer and know who’s a great fit for your business.

Metrics

Quantify the prospect’s financial goals and the potential ROI of your solution: What cost, time, or efficiency gains will matter most?

Economic Buyer

Identify the person or department responsible for holding the budget or purchasing authority. Engage them to align your offer with their priorities.

Decision Criteria

Understand how they evaluate solutions, including technical specifications, ROI, integration, usability, etc.

Decision Process

Map their internal steps: timeline, stakeholders, approvals, and escalation paths.

Identify Pain

Pinpoint the real challenges or risks the prospect faces and how your solution resolves them.

Champion

Build a trusted advocate within the organization who supports your solution and helps navigate internal hurdles.

Should my team use MEDDIC?

The Advantages of MEDDIC

1. MEDDIC helps determine if a client is a good fit.

Using the MEDDIC framework as a B2B sales representative provides a clear path for action, streamlining the prospecting process. It helps you determine if the client is a good fit by understanding the bigger picture.

You can gather financials, authority, the decision-making process, challenges, and the trusted advocate within their organization, all from a single conversation. Granted, gathering the appropriate data may take you a few conversations, but overall, the MEDDIC framework provides must-have information.

As I mentioned, I didn’t utilize MEDDIC sales in my role, but I do know all of these factors are needed to drive the lead from prospect to client. The decision criteria and process alone are valuable points to coordinate your sales cycle with their timeline to seal the deal.

Similarly, finding the champion is similar to identifying the ideal customer profile (ICP), a concept that is already widely adopted in B2B selling. Going a step further and seeing the trusted person in the company who understands or supports what you are selling makes it much easier to qualify the prospect.

2. You’ll know the precise steps that go into decision-making.

When it comes to B2B sales, it can be challenging to understand the prospect’s decision-making process. Some prospects come in knowing what they want and how to move the deal forward. When working with others, you need to probe more deeply to get them to discuss what the process looks like for their organization.

When you use the MEDDIC sales framework, the process is straightforward. You can receive clarity on how they make decisions without assumptions, and this is particularly valuable when driving the deal. The evaluation process can vary for each company or organization, so being able to discuss what’s included will help you determine how to proceed.

Ensuring that they acknowledge their internal processes takes the decision-making process a step further by understanding who is involved and what their impact will be.

3. You can create a more effective buyer’s journey.

When I said prospect qualification frameworks are helpful, it depended on the context of the sales process. This is where it is particularly effective in enhancing the buyer’s journey. Most B2B sales reps understand their selling cycle and what is required to help a prospect progress from a lead to a client.

Understanding the buyer‘s journey can give you their perspective from the buyer’s point of view, which is precisely what the MEDDIC framework offers. B2B selling requires adding value propositions to the conversation. Consider how much value you could highlight by understanding the prospect’s buyer journey. You can gain deeper insights without being overly pitchy.

The Disadvantages of MEDDIC

1. Your team will need to learn more about customers.

This can be a disadvantage because the sales team will have to dedicate more time to engaging with prospects. In B2B selling, this involves both discovery time and follow-up, as it is challenging for your sales team to know each customer.

My best advice is to decide which prospects are worth pursuing using the MEDDIC method by taking the first step of creating an ICP. If the prospect matches your ICP, then move to the next step with MEDDIC.

However, not all conversations will be structured enough to warrant using MEDDIC, especially with the fast pace of cold calling within B2B sales. You can organize your calls by selecting 20-25 prospects a week to go through the MEDDIC framework; that equals 4-5 prospects to speak with and qualify daily. Simplify your approach to combat the disadvantage.

2. Understanding your audience is essential to MEDDIC.

Research is essential to initiate outreach as a B2B seller. Knowing this, it can be challenging to understand the “perfect” prospect that not only qualifies for MEDDIC but also qualifies as a prospect for the product you are selling.

In my experience, I have consistently found that understanding the prospect is an ongoing and evolving task. There is no one-size-fits-all approach to qualifying. You will check some boxes, while you will completely miss others.

MEDDIC requires doing your homework. If you don’t already know your ideal customer, you won’t be able to thrive with this framework.

Implementing the MEDDIC Methodology

Implementing the MEDDIC methodology is about shifting how you show up in conversations. Each MEDDIC step gives you a sharper lens for qualifying deals, but more importantly, it helps you build trust, momentum, and influence with every prospect.

Start simply, stay consistent, and continually refine how you connect, question, and champion real solutions. The more intentional you are with MEDDIC, the more confident, consultative, and in control you’ll feel on every single call.

Editor’s Note: This post was originally published in December 2020 and has been updated for freshness, accuracy, and comprehensiveness.