Here’s the mistake I see salespeople make:
They find the customer’s pain……and then assume the deal is qualified.
It isn’t. Because Pain tells you there is a problem. Threat tells you what happens if they don’t fix it.
That distinction can be worth millions in a sales pipeline.
Imagine your prospect says:
“We’re losing good people because our systems are frustrating.”
That’s pain. Now ask:
“What happens if nothing changes over the next 12 months?”
Suddenly you might uncover:
- Higher staff turnover
- Recruitment costs
- Lost productivity
- Customer service issues
- Revenue impact
- Management time being wasted
Now you have something different. You have consequences AND consequences create urgency.
This is why I like to ask:
“What happens if you do nothing?”
Because sometimes the biggest competitor in your deal isn't another vendor.
It's INERTIA.
The customer deciding to carry on exactly as they are. In MEDDPICC, understanding the Threat is about uncovering the cost of inaction.
So next time you think you've uncovered pain, don't stop there. Ask yourself:
“Is this painful enough for them to actually change?”
That's where the real sales conversation begins.
#MEDDPICC #SalesLeadership #B2BSales #SalesPerformance #SalesTraining #SalesManagement #Pipeline #SalesStrategy
