The importance of Sales Qualification (part 2)

This article continues our look at sales forecasting. It explores the use of the acronym   MEDICAL as a sales qualification methodology.

Giving your deals a MEDICAL

In order to scale and manage a sales operation, we need consistency and repeatability in sales execution; there are typically (if not always) certain aspects of a sale that we need to manage. As such there is a strong process component to selling, albeit that personal qualities such as empathy, innovation, tenacity and imagination will undoubtedly differentiate one sales professional from another.

Let’s think about the process component as the recipe one would use to create a culinary masterpiece. Even experienced chefs will tend to follow a recipe, to ensure that they deliver a consistent result. But the quality of the end product is heavily influenced by the technical skills, intuition and experience of the chef.

This is a good analogy for consistent qualification, especially given that some sales people will resist the imposition of any process, and illustrates that adoption of MEDICAL or some other approach needn’t remove a sales person’s scope for self-expression.

MEDICAL is born out of real-world selling experience in both the enterprise and SME sectors and is well proven within some of the world’s leading sales organisations. It encourages focus on some key areas of a sale which can be otherwise neglected or forgotten.

The application of any methodology will require some degree of customisation based on the nature of the products and services being sold, and to whom. However, the basic components of MEDICAL are valid for the sale of virtually any product or service in the B2B sector.


How will the customer quantify the business value attributable to our solution? This is key to the customer justifying the purchase. E.g. Staff productivity, increased sales, greater return on marketing investments.

Economic Buyer

Who holds budget? Who is the Economic Buyer, with discretionary use of funds? Have we engaged with each of them?

Decision Criteria & Process

Specifically, what criteria will the customer use to assess and compare potential solutions? E.g. Functionality, performance, cost, ease-of-use, or maybe reputation of vendor.

How will the customer evaluate potential solutions against the selected criteria? E.g. RFI, presentations, demonstrations, weighted matrices, trials etc.? Who will be involved and at what point?

Identify Pain

What is the business pain that the customer currently has? How is it affecting their business? Who will benefit personally from addressing this pain?

Coaches and Champions

Coaches help us to qualify an opportunity and offer guidance on how we should proceed. Champions have influence, are typically senior, and must want us to win. We need them both. Who are they?


With which other solution are we competing? This may be the existing solution or a ‘do-nothing’ option.


How are we different and better in the context of the customer’s need?

ProAptivity specialise in the deployment of CRM solutions into small and medium size businesses. They are the Northern Ireland solutions partner for Maximizer CRM which offers both on-premise and on demand solutions with full Mobile CRM capabilities. For more information contact 028 90735630


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