What are MEDDPICC decision criteria?

July 3, 2024

Let's dive into MEDDPICC, specifically focusing on the Decision Criteria aspect. Decision Criteria is a crucial element in the MEDDPICC sales methodology. It revolves around how organizations determine the best solution to purchase to solve their problems or seize new opportunities.

Modern decision making: It's a team sport!

Gone are the days when decisions were made by a single person or department. Now, it's all about teamwork! According to Gartner and Thinkific, B2B solutions require input from 6 to 10 decision-makers. You’ll be dealing with multiple stakeholders, each with their unique perspectives shaping the decision criteria.

We’ll explore the 3 types of Decision Criteria and share a real-life example of how you can influence them to close more deals, even if you can't meet all criteria right away.

The 3 Amigos of Decision Criteria

  1. Technical Decision Criteria
  2. Business Decision Criteria
  3. Cultural/Legal Decision Criteria

Uncovering these criteria early in the sales process is key to:

  • Deciding if the opportunity aligns with your offering
  • Influencing the criteria to highlight your unique strengths
  • Unifying the prospect’s team around a common Decision Criteria

Dive into the Decision Criteria Pool

1. Business Decision Criteria

The path to funding is paved with Business Decision Criteria. These decisions are made by higher-ups like CEOs, CIOs, and CFOs. They care less about technical details and more about how your solution supports business initiatives, financial goals, and growth strategies.

Your mission: Meet the Economic Buyers, understand their success criteria, and paint the bigger picture of how your solution fits their grand plan.

Typical Business Decision Criteria include:

  • Cost savings
  • Sales or market share growth
  • Return on investment
  • Time to market
  • Risk mitigation & compliance

2. Technical Decision Criteria

This is where the magic happens! Your client assesses how well your solution fits their infrastructure and organization. It’s all about being “fit for purpose.” Expect to meet project leads, architects, product owners, and other tech-savvy folks. They’ll have detailed requirements and metrics to match.

Your mission: Find technical champions who are as excited about solving problems as you are!

3. Cultural/Legal Decision Criteria

Often vague but vital, these criteria revolve around trust and confidence in your company. Prospects will ask: Can they do it? Can we trust them? Will they support us post-sale?

Your mission: Build trust and demonstrate that your company is reliable and capable.

Discovering vs. Influencing the Decision Criteria

Influencing the Decision Criteria depends on:

  • How early you enter the buyer’s cycle
  • Existing contracts and vendor relationships
  • Your prospect’s maturity on the topic
  • Company type and size

You’re the expert! Use your industry knowledge to shape and challenge the Decision Criteria, highlighting your unique differentiators.

Wrapping It Up

To close deals, align your capabilities with the prospect’s Decision Criteria. If you can't meet all criteria, dig deeper to understand their needs and propose creative solutions. Challenge missing criteria with your expertise and showcase your proven track record.