The six letters
| Letter | What you need to know |
|---|---|
| Metrics | The measurable gain, in money or time, that the buyer expects. |
| Economic buyer | The person who can approve the money, and whether you have met them. |
| Decision criteria | What the buyer will judge the options on. |
| Decision process | The steps, people and dates between now and a yes. |
| Identify pain | The problem that makes acting now better than waiting. |
| Champion | Someone inside with influence who sells for you when you are not there. |
MEDDIC, MEDDICC, MEDDPICC
Teams that used MEDDIC kept losing deals in the same two places, so they added letters.
- MEDDICC adds Competition: another firm, an internal team, or doing nothing.
- MEDDPICC also adds Paper process: purchasing, legal and contract steps between a yes and a signature.
On a small B2B deal, both additions matter. A $20,000 project can sit in purchasing for a month, and “doing nothing” is the competitor that wins most often. That is why Allin uses MEDDPICC.
How to use it without a deal desk
- After each meeting, write one line per letter.
- Treat a guess as an empty line. “Probably the CEO” is not an economic buyer.
- Turn each empty line into a question for the next call.
- Don't send a proposal with two or more empty lines.
MEDDIC with Tobias's method
MEDDIC tells you what you need to know. Tobias's method tells you how to find it out in a conversation that doesn't feel like an interrogation. Pain questions cover Identify pain and Metrics. The budget and decision steps cover the economic buyer and the process.
How Allin uses it
Paste your notes from a call and Allin Sales Brain fills in the letters, marks what is missing, and writes the questions to close the gaps.