MEDDPICC in Practice: A Worked Example and Template

TL;DR: Use MEDDPICC to Qualify a Deal

1. For me, MEDDPICC is useful when it changes what I do next with a buyer. That includes deciding a deal is no longer worth pursuing. Filling in all eight sections is not a reason to keep going.
2. Agree what a trial must prove before asking the buyer to spend time on it. Find out who approves the purchase and what could prevent it.
3. Before each call, choose the unanswered questions that person can help resolve. Use the worksheet below to record their answers and agree who does what next.
4. Convo captures MEDDPICC answers during the call and keeps unanswered questions visible. Ask AI can help you find a follow-up while the buyer is still there.

Before You Send the Proposal

Suppose a buyer says: "This looks useful. Send me a proposal and I'll discuss it with the team."

Before writing it, I want to understand who will read it and what they need to decide. A manager asking for budget needs a different proposal from a team comparing two products.

For a small, bootstrapped team like ours, that matters. Preparing a demo, running a trial and chasing a proposal all take time. I want MEDDPICC to help us decide where that effort is justified. If the buyer has little reason to change, another demo may be a waste of time for both of us.

The difficult part is noticing what is missing while listening properly. Convo's live playbook captures the answers as we talk, so I can stay with the buyer's explanation and still see what needs a follow-up.

What Is MEDDPICC?

MEDDPICC is a sales qualification framework for assessing a B2B opportunity. Its eight elements cover the reason to buy, the people involved and how the purchase happens:

MEDDICC uses Implicate the Pain; MEDDIC Academy uses Identify Pain, as does Convo's template. In either case, explore the consequences of the problem and why the buyer would act on it.

MEDDIC, MEDDICC and MEDDPICC

MEDDIC has six elements. MEDDICC adds Competition. MEDDPICC also separates out Paper Process. Some MEDDIC teams already cover purchasing requirements within Decision Process, as Force Management explains.

I would use the full framework when several people can influence or stop the purchase. If one person can try, decide and pay, keep the questions relevant to that decision. Adding qualification work to a straightforward purchase makes little sense to me. Our sales-playbook guide covers adapting the frameworks to what you sell.

A Worked MEDDPICC Example

Suppose I am selling Convo to a B2B software company with 15 salespeople. Nadia is the head of sales. The people, dialogue and numbers in this example are fictional.

Start with the problem and a useful measure

Nadia says:

Under Identify Pain, I want a recent example. Did the missed question delay a purchase, or was the buyer unlikely to continue anyway? That changes whether Convo is worth testing.

Suppose Nadia reviews 20 discovery calls: eight ended with a dated next meeting and the right people invited. She wants that to reach 14. These are our proposed Metrics, once we agree which opportunities belong in the review.

I care about that last part. Booking another call with a poor-fit buyer makes the number look better and gives Nadia's team more work. The measure needs to reflect opportunities worth continuing.

The pilot can test whether Convo helps reps ask the missing questions and agree useful next steps. Claiming a win-rate improvement would need longer-term evidence.

Agree what the trial needs to prove

Nadia suggests trying Convo with two reps. She explains:

We have a Decision Process and a reported Economic Buyer. Record that Nadia named Elena; we have not heard Elena's view or confirmed an approved budget.

I would not start a trial on "if we're happy". Both sides should know what the result will tell them. For Decision Criteria, ask:

Nadia wants reps to notice unanswered questions in time to ask them and find the help useful enough to keep using it. They will review call examples alongside the next-meeting measure. IT also needs to assess how Convo handles call data.

Now I can demonstrate Convo with their discovery questions. I would also ask Nadia to involve Elena before the trial. Her approval may depend on something else, such as the cost for the whole team.

Find out whether Nadia can help the purchase happen

I would be careful about calling Nadia our Champion just because she likes Convo. MEDDICC's definition requires influence, a stake in the outcome and internal advocacy. We need to see her help the purchase happen.

In the next meeting, Nadia brings Elena and makes the case for the pilot. Elena confirms that Nadia owns the recommendation and that she controls the spending. She will decide after the pilot and IT review.

That gives us evidence of Nadia's influence and Elena's authority. Help Nadia prepare the case she needs to make internally, including the objections she expects. Approval is still pending.

Check what could delay or replace the purchase

Elena explains that IT reviews new suppliers and procurement handles the order after approval. The IT review has no date. That is our Paper Process gap: find out who starts it and what they need from us.

I would arrange that while the reps test Convo. Waiting for a successful pilot before asking about the review could delay a purchase both sides want.

For Competition, Nadia mentions another option: one manager wants to improve their existing coaching sessions first. MEDDICC includes internal initiatives and doing nothing, alongside other suppliers.

The manager may have a point. If reps need basic discovery training, live prompts alone may not solve the problem. If they know the questions but miss them during calls, that is what I want the Convo pilot to test.

We have now discussed all eight elements. The pilot findings, Elena's approval and the IT review remain outstanding. Those are the next actions to agree with Nadia.

Use MEDDPICC During the Call with Convo

In that conversation, I want to stay with Nadia's answer and still remember to ask how the trial will be judged. Seeing the gap while she can answer it is where Convo helps.

Open Settings, then Playbook, choose MEDDPICC and edit the questions to fit what you sell. Keep the decision process separate from what the trial must prove.

During the call, open Live Insights, then Playbook. Convo captures answers beneath the questions and leaves unanswered ones visible.

When Nadia first proposes the trial, her answer gives us the following information. Actual captured wording can differ.

If you need help with a follow-up, open Ask AI:

The playbook captures answers automatically; you choose when to use Ask AI. It also has a Follow-up question prompt. See the Ask AI guide.

Read the captured answer before relying on it. Nadia naming Elena still leaves you to speak with Elena and understand her requirements.

Each call starts with fresh playbook answers. Keep the overall deal record in your CRM or the worksheet below. Playbooks are available on Professional and Enterprise; the setup guide covers the details.

A MEDDPICC Template You Can Copy

Use this worksheet across the deal's conversations. Record who provided each answer and when, so a colleague can see what you know and what still needs checking.

Opportunity: [company and proposed purchase]
Owner: [name]
Last reviewed: [date]

Next agreed action: [what happens, who owns it and when]
Reason to keep working the deal: [buyer's reason to change and evidence of a possible purchase]

Use the worksheet for your deal record and Convo for the live questions. Follow the buyer's answer: one story may cover pain, procurement and decision criteria together.

Before each call, choose the gaps that person can help resolve. MEDDICC's Deal Sheet also prepares questions around the participants and context. Our discovery guide shows how to follow an answer without turning the call into a questionnaire.

Decide Whether the Deal Deserves More Time

In a deal review, I want to know which unanswered question could change our decision to keep working on it. A clear approval process means little if the buyer has no reason to buy.

Matt Bolian at Supered argues for checking buyer evidence. I agree, and I want that check to lead to an action. For Nadia's deal, arrange the IT review. If Elena says the cost is unjustifiable, understand why before spending more time on the pilot.

Sometimes the right decision is to stop. I consider that a useful outcome of qualification: we can spend the time on customers we can help, and the buyer avoids an evaluation that goes nowhere.

For your next call, bring the unresolved questions into Convo. Let it capture the answers and ask the follow-up while you still have the chance. Try it with your own playbook or book a demo to work through a deal with us.

Frequently Asked Questions

What does MEDDPICC stand for? Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Pain, Champion and Competition. Some practitioners use Implicate the Pain for the I.

What is the difference between MEDDIC and MEDDPICC? MEDDICC adds Competition to MEDDIC's six elements. MEDDPICC also separates out Paper Process. Teams using MEDDIC may already cover procurement and contracts within Decision Process.

Do I need to cover every MEDDPICC question on the first call? No. Follow the buyer's answers and focus on what affects the next decision. Some questions need another stakeholder or a later conversation. Agree how to resolve those gaps before ending.

Can I use MEDDPICC with a small sales team? Yes. Choose the detail based on how your customers buy. Multiple stakeholders and procurement checks can justify the full framework even for a small team. Straightforward purchases may need fewer questions.

Can Convo help me use MEDDPICC during a customer call? Yes. Convo captures answers in your editable MEDDPICC playbook during the call. Unanswered questions stay visible, and Ask AI can help with a follow-up. Playbooks are on Professional and Enterprise; see plan details.

Does Convo carry the completed MEDDPICC playbook into the next call? Each call starts with fresh answers; your configured template stays in place. Keep the overall deal record in your CRM or worksheet.