Use when running discovery calls, qualifying opportunities, or applying MEDDIC/SPIN selling frameworks
When engaging a prospect for the first time to understand if they're a good fit and what they need.
Research:
M — Metrics: What are the business outcomes they want to achieve? (Quantify: "reduce X by Y%") E — Economic Buyer: Who controls the budget? Are you talking to them? D — Decision Criteria: How will they evaluate options? What matters most? D — Decision Process: What steps do they go through to make this decision? I — Identify Pain: What's the problem they're trying to solve? What's the cost of NOT solving it? C — Champion: Is there someone internally who will advocate for you?
Disqualify early if:
Not every opportunity is worth pursuing — disqualifying is a good outcome.