“This misunderstanding represents why many qualification methodologies, including BANT and MEDDICC, get a bad name because junior salespeople feel they need to check off answers to every element during every engagement with a customer. Being on the other side of this process feels like an interrogation for the customer and is unlikely to achieve the desired results. Instead, Sellers should adapt their approach to allow for a conversation that focuses on uncovering the qualification elements, not just for their own needs but also for helping the customer understand theirs.”