Sandler vs. MEDDIC: How Buyers Want To Be Sold To (A Salesman’s Opinion)

Written by Daniel Ryan – Founding AE @ Aligned

Introduction

We’ve heard rumors about this vicious debate that takes place during the salespeople’s lunch hour. (In our marketing heads, tuna sandwiches are flying around, and flat cola is being passionately flung into faces). So we asked our top salesman, Daniel Ryan, to do our job for us, and write us an article about MEDDIC versus Sandler selling, and how he believes buyers want to be sold to. But before we get into Daniel’s opinion, here is a quick summary of both MEDDIC and Sandler:

MEDDIC

MEDDIC is a sales methodology used by many organizations to help them identify and qualify potential customers. It stands for the following six components:

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By using the MEDDIC methodology, sales teams can better understand the needs of their potential customers and tailor their sales pitch accordingly. This can help increase the chances of closing a sale and improve overall sales performance.

Sandler

Sandler Sales is a sales training and consulting methodology developed by David Sandler. It is based on the idea that the traditional “hard sell” approach to sales is often ineffective, and that a more consultative, relationship-based approach is more likely to succeed. The Sandler methodology focuses on building trust and rapport with potential customers, and on helping them identify and solve their own problems rather than trying to convince them to buy a product or service.

Sandler Sales training typically includes a mix of classroom-style instruction, one-on-one coaching, and hands-on practice. The goal is to help salespeople develop the skills and mindset they need to effectively use the Sandler methodology in their work. Some of the key principles of Sandler Sales include:

• Identifying and addressing customer pain points
• Building trust and rapport through open and honest communication
• Asking thoughtful, open-ended questions to better understand customer needs
• Using a consultative, solution-focused approach to sales
• Avoiding traditional “hard sell” tactics and techniques

Overall, the Sandler Sales methodology is designed to help salespeople improve their performance and increase their success in closing deals.

Over to Daniel:

So now that AI has helped identify what each method involves, let’s get into the big debate about how to help buyers purchase the product rather than us simply selling to them. It’s time to switch up the narrative of which way is better at squeezing our prospects through a process or methodology, and rather focus on enabling buyers to make informed decisions and reducing any obstacles that may prevent them from closing a deal. Because the best of these two methodologies can help sales professionals create more successful and lasting relationships with their customers.

The debate between the popular sales techniques of MEDDIC and Sandler has been ongoing for years. Some believe that MEDDIC is the way to go, while others are passionate about Sandler’s approach. Personally, I don’t believe buyers want to be sold to at all. It’s a cliche line but it holds true – “People love to buy things, but they hate being sold things.”

Prospects are busy doing a job the best way they know how. It is the job of a salesperson to perhaps shine a light on a problem they didn’t know they had, or uncover the reason for their missed goals that they hadn’t thought of or seen before. Buyers want to be “sold” to in a way that is tailored to their needs, and not simply squeezed into a seller’s predetermined mold. This allows the buyer to feel heard and respected, creating a more meaningful sales process.

The Sandler sales technique puts the emphasis on the seller becoming a trusted advisor to the customer. This approach involves the seller asking questions to uncover the customer’s pain points, processes, and decision-makers, as well as mapping out potential solutions before even presenting the product. This allows the seller to build a relationship with the customer and gain their trust, while also demonstrating an understanding of their needs.

MEDDIC takes a different approach. While it can be seen as a great way to sell from the seller’s perspective, this method of “qualifying” buyers can be quite irritating, and make it difficult to simply determine whether the product is right for them without having to play 20 questions. Instead, buyers should be allowed to make their own judgments without feeling as though they are being interrogated.

In my opinion, the best salespeople are adept at jumping back and forth between asking questions to uncover relevant information, and then diving into a demonstration to show how their product can solve their customer’s problems. This method allows the salesperson to gain a better understanding of their customer’s systems and issues, while also giving the buyer what they want: an actual demonstration of the product. This combination of discovery and demonstration creates a meaningful and well-rounded sales process.

Gartner research has demonstrated that vendors are only involved in 17% of a sale, with this figure being divided among all vendors. This indicates that sellers are operating without a clear vision of the buyer’s needs and preferences approximately 95% of the time. Furthermore, buyers are increasingly demonstrating a greater level of knowledge and understanding of the products they are purchasing, making it more difficult for vendors to make a successful sale.

Here’s how I do it:

It’s an age-old truth: people enjoy making purchases, but they don’t like the feeling of being “sold to.” So, how does this affect me, Daniel, and my role as a salesperson?

I think MEDDIC and Sandler serve great purposes but neither really serves the most important party in a sale… the buyer.

Sandler is close but keeping the product demo held back as if hostage is not keeping the buyer front and center of the process. MEDDIC is a great qualification process but let’s be real, Decision Process isn’t necessarily what the person on the other end of your demo cares about.

They either came inbound or were outbound prospected successfully because they have a problem and they think I might be their saving grace. They have given me their time and so I want to accomplish a couple of things in that first call:

1. Have the prospect leave thinking “Dang, I’m glad I took that. I hadn’t thought about XYZ in that light before.” Educating your prospects puts you in a different light compared to the rest.
2. Show them the tool. Not a slide, not a word picture… show them the tool they signed up to see… Imagine signing up for a dating app and having to answer 20 questions about your extended family’s medical history and political affiliations before you could see the person on the other end. Buyers feel the same way.

My approach to success is simple: stay focused on the buyer. It’s also really easy to slip in your questions while showing off your product. Remember, if your sales cycle is only overlapping with 5% of your prospects buying cycle, you need to stand out, be memorable and enable them to buy. By focusing on the buyer and reducing the friction of the sales process, I am able to add value and increase the chances of closing the deal.

Frequently Asked Questions

What is Sandler and MEDDIC in sales?

Sandler and MEDDIC are two popular sales methodologies used by B2B sales professionals to improve their sales performance.

Sandler is a sales methodology that emphasizes the importance of creating a relationship of mutual trust and respect between the salesperson and the prospect. It also emphasizes the need for the salesperson to uncover the prospect’s pain points and motivations, as well as the importance of identifying and addressing any potential obstacles to the sale.

MEDDIC, on the other hand, is an acronym that stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. This sales methodology focuses on the prospect’s buying process and decision-making criteria, with the goal of identifying and addressing any potential roadblocks to the sale.

What are the key differences between Sandler and MEDDIC?

The key difference between Sandler and MEDDIC is their focus. Sandler focuses on building relationships and addressing pain points, while MEDDIC focuses on identifying decision-making criteria and addressing potential roadblocks to the sale.

Sandler is more focused on the salesperson’s behavior and approach, while MEDDIC is more focused on the prospect’s buying process.

Which approach is more effective in sales, Sandler or MEDDIC?

Both Sandler and MEDDIC can be effective in sales, depending on the situation and the salesperson’s approach. It ultimately depends on the prospect’s needs and buying process.

How does Sandler approach the sales process?

Sandler approaches the sales process by first building a relationship of mutual trust and respect with the prospect. The salesperson then works to uncover the prospect’s pain points and motivations, as well as any potential obstacles to the sale. Finally, the salesperson helps the prospect see the value in their product or service and addresses any objections or concerns they may have.

How does MEDDIC approach the sales process?

MEDDIC approaches the sales process by focusing on the prospect’s buying process and decision-making criteria. The salesperson works to identify the metrics and economic buyers involved in the sale, as well as the decision criteria and process. They also identify the prospect’s pain points and champion within the organization.

What are the advantages of using Sandler in sales?

• Helps salespeople build a strong and genuine relationship with the prospect based on mutual trust and respect
• Encourages salespeople to actively listen and ask open-ended questions to uncover the prospect’s pain points and motivations
• Helps salespeople identify and address potential obstacles to the sale proactively
• Provides a framework for effectively addressing objections and concerns the prospect may have
• Emphasizes the importance of value-based selling, where the salesperson helps the prospect see the value in their product or service
• Improves the salesperson’s communication and negotiation skills, resulting in a more effective sales process.

What are the advantages of using MEDDIC in sales?

• Helps salespeople understand the prospect’s buying process and decision-making criteria
• Enables salespeople to identify potential roadblocks to the sale and address them proactively
• Emphasizes the importance of identifying the economic buyer and champion within the organization
• Provides a clear framework for organizing and structuring the sales process
• Helps salespeople tailor their approach and messaging to the specific needs and preferences of the prospect
• Improves the sales team’s ability to forecast and predict sales outcomes based on the prospect’s behavior and decision-making process.

Can Sandler and MEDDIC be used together in sales?

Yes, Sandler and MEDDIC can be used together in sales. The key is to understand the strengths of each methodology and apply them appropriately to the sales situation.

How can I determine which approach to use in a particular sales situation?

Determining which approach to use in a particular sales situation requires a thorough understanding of both Sandler and MEDDIC methodologies, as well as the specific needs and preferences of the prospect.

One factor to consider is the prospect’s buying process and decision-making criteria. If the prospect has a complex decision-making process or involves multiple stakeholders, the MEDDIC approach may be more appropriate as it emphasizes understanding the decision criteria and identifying the economic buyer and champion within the organization. If the prospect is more relationship-focused and values a strong rapport with the salesperson, the Sandler approach may be more effective as it emphasizes building a relationship of trust and mutual respect.

Another factor to consider is the prospect’s pain points and motivations. If the prospect has clearly identified pain points or challenges, the Sandler approach may be more effective in uncovering and addressing these issues. If the prospect is unclear about their pain points or requires more guidance in identifying their challenges, the MEDDIC approach may be more appropriate in helping the salesperson uncover these factors and tailor their approach accordingly.

Additionally, the salesperson’s own strengths and preferences can also play a role in determining which approach to use. If the salesperson is particularly skilled at building rapport and developing strong relationships, the Sandler approach may be more effective. If the salesperson is more analytical and detail-oriented, the MEDDIC approach may be more appropriate.

What are some common mistakes made when implementing Sandler or MEDDIC in sales?

Common mistakes when implementing Sandler or MEDDIC include not adapting to the specific sales situation, not understanding the prospect’s needs and buying process, and not effectively addressing objections or roadblocks to the sale.

How can Sandler and MEDDIC be adapted to the virtual sales room environment to improve sales performance?

To adapt Sandler and MEDDIC to the virtual sales room environment, sales professionals can use video conferencing software and other digital tools to establish a strong rapport with prospects and maintain effective communication. They can also adapt their approach to the specific needs and preferences of the prospect, and leverage data analytics to gain insights into the prospect’s behavior and decision-making process.

Additionally, sales professionals can leverage social media platforms and other online resources to gather information about the prospect and their organization, and use this information to tailor their approach and messaging.

In summary, adapting Sandler and MEDDIC to the virtual sales room environment requires a combination of digital tools, personalized messaging, and data analytics to effectively engage prospects and close more deals.