MEDDICC vs Challenger...Why Choose?

How does the MEDDICC framework align with Challenger software sales strategy?

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Over the years, there’s been a seemingly never ending evolution of “ENT Sales Strategies” that have come and gone.  From Miller Heiman,  SPIN to SNAP, Target Account Selling to Strategic Selling (and The New Strategic Selling) a quick google search pushed out more than 100 books.  The Challenger Sales/Customer approach has taken hold more recently, and rightfully so given it’s data driven conclusions and recommendations.  

One of the most striking misperceptions that I encounter is that MEDDICC as a framework for deal execution conflicts with or doesn’t apply to any/all of these progressively more “modern” strategies.  And therein lies the misunderstanding.  One is a framework to help a salesperson and their customer navigate the process of “here to there”.  The others are strategies for positioning your company and value proposition.  

Here’s a simple analogy I use to try to illustrate the point.  I live in Los Angeles.  A friend (using a Challenger approach) makes me aware that I am paying more than 12% in state income tax - and that if I were to relocate to Austin TX, I’d pay zero. He reshapes my thinking by outlining why I shouldn’t need to pay so much.   I have a “current state” with pain identified, and a “target state” eliminating that pain.  Sounds great..

Here is where MEDDICC comes in.  We’ve ID’d the Pain, and  I have to get to Austin.  But there are nearly infinite routes, obstacles, experiences and decisions between LA and Austin.  How much will the move cost?  Do I have the budget to make it happen?  Do I need to get there quickly (fly), or can I take my time (road trip with the Jeep)?  How much would a flight cost, vs gas for the drive?  What if there is a detour? Do I need to check with my kids or work before I make the move?  

MEDDICC provides the salesperson a “how do we get there”  approach to serve as a travel guide for the buyer to realize the target state promised via Challenger.  And maybe most importantly, it helps avoid all the pitfalls that could derail the journey.

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But let’s look at more concrete examples of how the two complement one another:

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• Identifying the “Mobilizer” and “Champion”: The Challenger approach emphasizes the identification of the mobilizer, the individual who can drive change within the customer organization. This aligns with the "Champion" component of MEDDICC, where the salesperson needs to identify and engage with a person who supports their solution and can influence the decision-making process.
• Reshaping thinking and Identifying Pain: The Challenger approach encourages challenging customers' current perspectives and providing insights that reshape their thinking. This aligns the  "Identify Pain" components of MEDDICC, where salespeople need to understand the customer's pain points and articulate how their solution can address those challenges effectively.  
• Metrics and Economic Buyer: The "Metrics" and "Economic Buyer" components of MEDDICC focus on understanding the customer's key performance indicators (KPIs), financial considerations, and decision-making authority. These elements are crucial for the Challenger Customer approach as well because it helps salespeople illustrate the value of their solution to the economic buyer.
• Decision Criteria and Decision Process: The "Decision Criteria" and "Decision Process" components of MEDDICC ensure that salespeople have a clear understanding of how decisions are made within the customer's organization and what factors influence those decisions.  This aligns with the Challenger approach, where salespeople need to navigate the customer's internal dynamics and align their solution with the influenced (MEDDICC), reshaped (Challenger) decision-making criteria.

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