MEDDICC: Using the Powerful MEDDICC Enterprise Sales Framework to Close High-Value Deals and Maximize Business Growth

by Andy Whyte

Switching from Pain Mode to Qualification Mode Sellers frequently make the mistake of switching too quickly. They hunt around trying to find the pain and the moment they uncover it, they switch to trying to sell against it. Metaphorically speaking the pain they have discovered is just the smoke rising from a more profound fire. The Seller is so intent on getting the chance to do their pitch that they ignore the potential signs of a more significant fire to uncover and instead, switch into selling their ‘smoke removal solution’. If they had stayed in discovery mode, they would have found the fire itself, and the chances are that the fire is burning like an inferno, causing 10x more pain to the organization than that of the smoke. The customer is much more likely to spend more money to bring in a fire brigade than to solve their relatively minor smoke issue. The Seller that didn’t stop when they found smoke went on to dig deeper once they found the initial pain. When a Seller finds pain and delves deeper into it, the process is called two-sided discovery.