MEDDICC: Implicate the Pain

Only elite sellers use MEDDPICC this way

The I in MEDDICC has a few definitions. A common misconception is that the I is just a way of getting to the P which stands for PAIN. However, if you go deeper on the I you’ll uncover what I believe is quite possibly the most valuable trigger point in the entire MEDDICC framework:

The Three I’s Transition:

i1. Identify
i2. Indicate
i3. Implicate

It is clear that the way to uncover Pain is through thorough discovery, but it is what we do when we Identify Pain that separates the average, from the good to the elite.

The average seller will Identify the Pain. They will use this information in the selling to direct their strengths towards the Pain they have identified.

The good sellers Indicate the Pain to their customer. They are likely to quantify it into a document that illustrates their return on investment. Often this is illustrated as part of a proposal or business case.

The elite sellers Implicate the Pain onto the customer making them feel the negative impact it is having on their business. When done correctly this will elevate the pain from something they may have wanted to solve in the future to something they absolutely have to…