Updated: Aug 9, 2020 at 12:19am
Created: Aug 8, 2020 at 11:43pm

* A method to assist reps in remembering the key elements needed to consistently win deals in the shortest amount of time possible
* A flow, one may not receive every answer to every question on the first call, but the hope is that as the deal progress the AE is able to extract most if not all of these key elements
* Not meant to be a rigid set of rules and questions that have to be asked in a specific sequence


Process/Issues/Goals: PIG is a simple acronym that helps to keep in mind when doing initial discovery with a customer. Use to keep questions on track before moving into any product details/demos:

  • Process or Current Situation:
    • What is the customer's current process, how do they do things today?
    • If it’s a new project, what might be best to move to “I” or “G”, but also good to know WHY this project has come up and what has prompted the change to be considered now
    • Example question: Out of curiosity, what’s your current process?... How are you doing this today?... Help us understand your current situation… etc
    • Remember to stay high level, if they start getting technical early let them know you hear them, but “I was just curious about a couple things real quick before we jump into the technical stuff…” then maybe jump to “I” or “G”
  • Issues or Challenges (what is the impact):
    • It’s important to know what challenges the customer is facing and what the impact of those challenges are. The impact is more important than the actual issues.
    • Business challenges are good but if you can tie them to personal impacts that’s when it’s most powerful
    • Example question: Out of curiosity…what challenges are you facing? What are some of the things you wish existed?...
  • Goals or Ideal situation (what is the benefit)
    • Understanding the goals and ideal situation for the customer can help us frame the conversation and pitch in a customized fashion.
    • Similar to the Issues/Impact relationship, all goals have a desired outcome that will be a benefit to the company and individual we’re working with.
    • Example question: Out of curiosity… what’s the ideal solution look like? If you had a magic wand...? What are your top goals? What’s your desired outcome?

MEDDICCC (Opportunity Qualification)

Most of the info needed below can be found out using PIG but there is also many questions you’ll have to specifically ask to have a real understanding of the opportunity at hand

  • Metrics
    • Define, capture, and communicate the values used to make a decision more than the ROI on the Project
    • Why: Share similar success stories and build metrics for your champion
    • How: Arm the champion with a narrative to save/make money
  • Economic Buyer
    • The person who owns the budget for your service
    • Why: Shorten the sales cycle
    • How: Ask your champion
  • Decision Criteria
    • The values by which your service is evaluated
    • Why: Control the criteria or it will control you
    • How: Ensure your strengths are part of the criteria. Understand your competition's technology. Lay traps for your competition (Fear Sprinkles)
  • Decision Process
    • Answer 3 questions:
      • How are decisions made
      • Who is in the power base: a person who can delay or stop the deal (gatekeeper/blocker/detractors)
      • Who will move each stage forward
    • Why: Forecast your sales. Focus your resources. Protect your time.
    • How: Ask the client to walk you through the decision process. Then ask the same questions of everyone you meet. Trust, yet verify.
  • Identify Pain Points
    • The measurable problem your solution will solve
    • Why: Understand the value of the problem you are solving
    • How: Ask the economy buyer or champion
  • Champion(s)
    • The people that will stake their badge on your technology.
    • Why: A champion sells for you when you aren’t in the building
    • Nothing happens without a champion. Period.
    • How: Find the right person who has a way in to sponsor your solution. Arm them with metrics
    • Fans are not champions (agreeableness may not mean deals get done)
  • Compelling Event
    • An event that drives the timing of a decision
    • Why: Understand when the client needs to be up and running. Work with your champion to CREATE the reason
    • How: What are the implications of not having a solution implemented by X-date?
  • Competitors
    • Who else is involved? Build in house is also a competitor
    • If you know the enemy and know yourself, you need not fear the result of a hundred battles. - Sun Tzu
    • Why: Know what you may be up against, begin to spread fear sprinkles
    • How: Ask the champion, but also other stakeholders, some may have other ideas and you may need to arm the champion with data for multiple scenarios.
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