Sellers know that in their first meeting they have to demonstrate the value in which their solutions provide, however, they also know that to be able to uncover true value that they need to perform a discovery process.

This creates a classic Catch22 as the customer is unlikely to open up for discovery until they see the value you provide.

This means sellers generally do one of two things. The first is that they skip discovery and get straight into their pitch. This is order taking and only works if they have a great product that their customer needs without much convincing. The second thing that sellers do is go into discovery despite the customer not being overly willing. This means they are likely to feel unhappy about the experience and are less likely to share useful information.

Neither approaches are very effective and every day I am sure hundreds of deals that could be won are lost because sellers can't get past this Catch22.

But, it doesn't have to be this way. In fact, MEDDPICC (or MEDDIC / MEDDICC) provides a method of avoiding this occurring via the introduction of the Metrics early on in your meeting.

Introduce the Metrics from your existing customer's successes early in your conversation to not only show your customer that you have helped organizations with the same problems that they are likely to have, but, also to show them the Metrics that they could enjoy from your solution if they were to implement it too.

The customer is going to go on a journey of feeling like you have done your research by showing a relevant customer's journey with you as well as learning about how you've helped them.

This will have the effect of making the customer far more willing to open up to you about their goals and challenges which allows you to pivot from talking about the Metrics of your existing customers into talking about the Metrics that your solution can provide that are specific to them.

This is an excerpt from the online MEDDPICC training course at learn.meddicc.com . If you enjoyed this clip then be sure to check out the full course.

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