SALES METHOD / Problem first
What does each of the six MEDDIC sales steps need to prove?
The six stages are not a checklist of actions for a single visit, but a framework for advancing an opportunity from exploration to signing. Each stage must pass its Gate using verifiable customer facts, role relationships, written confirmations or process materials; if evidence is insufficient, gather more evidence, return to the previous stage or stop investing — you cannot move an opportunity forward on sales gut feel.
Definition: What is the relationship between MEDDIC and the six stages?
MEDDIC uses Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain and Champion to check opportunity qualification; the materials also include Paper Process and Competition. The six stages place these checks into a dynamic advancement process, with stage names in order: Discover, Scope, Go/No-Go, Validate Solution, Business Case, Negotiate & Close.
Six Stages and Expected Evidence
1. Discover
Build a role and pain map, recording Pain, Implication, early Metrics, current processes, the competitive landscape and a mutually confirmed next step.
2. Scope / Scope Definition
Co-create a preliminary business case with the Champion, confirm benefits, timeline and potential budget, and push for a meeting with the EB.
3. Go / No-Go
The EB confirms the pain, priority, business benefits, decision and procurement process, budget and evaluation criteria; if the evidence does not support it, it is sent back or stopped.
4. Validate Solution
Confirm the validation plan, success criteria and both parties' tasks in writing with the Champion; review after validation ends, and re-evaluate Go/No-Go if major requirements change.
5. Business Case
Explain Before, After and Value with sourced facts, report to the EB after final review by the Champion, and confirm the solution, resources and decision path.
6. Negotiate & Close
Check quotes, orders, SOWs, contracts and internal reviews. Pricing and contract must be consistent; after signing, it still moves into delivery and Champion keeping.
What is the Agent responsible for?
After each opportunity event, the Agent can organize the CRM, visit records and communication materials, and mark confirmed facts, sources, missing evidence and recommended actions against stage Gates; it can also prepare customer research, review questions, validation checklists, business case drafts and manager Review materials.
What must people decide?
Sales and managers are responsible for judging whether to keep investing in an opportunity, who the real Champion and EB are, how to allocate presales and delivery resources, as well as pricing, negotiation strategy, customer commitments, exceptions and final approval. The Agent's gap prompts are not customer confirmation and cannot replace Go/No-Go.
When does it apply?
Suited to B2B sales that are complex, involve multiple stakeholders, require solution validation and have a clear procurement decision process. For low-ticket, short-cycle, single-decision-maker deals, there is no need to mechanically replicate all the materials; keep the principle of "advance with evidence" and shorten the process.
Common misconceptions
Misconception one:Memorizing the MEDDIC letters means qualification is done. In reality, you need to see whether the evidence is updated.
Misconception two:The later the CRM stage, the more real the opportunity. Stage names cannot replace Gates.
Misconception three:Agents will automatically increase win rates. They can continuously expose gaps, but results depend on customer facts, human action and resource decisions.
Continuous Review
Across the six stages—Discover, Scope, Go/No-Go, Validate Solution, Business Case, and Negotiate & Close—customer facts, role relationships, written confirmations, and process materials are brought into continuous Review. Sales and managers use this to determine next steps, resource investment, and opportunity progress.
Continue reading
WECHAT / Sales opportunity review
Want to put the six stages into your team's daily review?
When adding WeChat, you can say directly: "I want to map out the stage evidence for an opportunity." Bring the anonymized stage, roles and next steps, and we'll first identify where the gaps are.
