MEDDPICC Part 2: Economic Buyer & Champion

Identify the Economic Buyer, test your Champion and equip them to build support for your deal when you are not in the room.

A healthy-looking pipeline can hide unanswered questions. Who owns the decision? What does the buyer need to prove? Is your Champion really able to help? We understand the pressure to be confident about a deal while still discovering the evidence. MEDDPICC gives that uncertainty a useful structure.

Enquire About This Lab Explore the course

Two sellers role-playing a customer conversation while a colleague observes — Explore. Practise. Perform.

Duration

Half day · 3.5 hours per half day

Group size

Maximum 8 delegates

Format

Online or face to face

Price — Face to face

From £1,150

+ VAT

Price — Online

From £900

+ VAT

where understanding becomes useful —

Why this course matters

Complex B2B deals can stall when sellers mistake helpful contacts for genuine Champions or lack access to the person with final buying authority.

What you’ll explore in the Lab

MEDDPICC Part 2 focuses on identifying and engaging the Economic Buyer, distinguishing a coach from a Champion, and developing someone who can sell internally on your behalf.

Account executives, sales managers and revenue teams explore how to reach senior decision-makers, test a contact’s influence and commitment, and build relationships across the account. Applying these disciplines to live opportunities helps delegates strengthen stakeholder coverage, sharpen deal reviews and assess the people-related risks that can undermine forecast confidence.

a real challenge. a purposeful response.

The challenges this addresses

Helpful coaches mistaken for genuine internal deal Champions
Economic Buyer access left until late deal stages
Single-contact relationships hiding influence gaps across buying groups
Champions lacking a clear case to sell internally

What this can change at work

A friendly contact is not the same as internal buying support. This MEDDPICC session helps account executives test influence and commitment, engage the Economic Buyer and equip genuine Champions to make the case internally. Managers can inspect stakeholder risk with greater precision, helping the business judge forecast confidence against the people behind the decision rather than the warmth of a single relationship.

Champion evidence tested

Deal reviews ask what a contact has done to demonstrate influence and commitment, distinguishing helpful coaches from genuine internal Champions.

Authority mapped clearly

Opportunity plans identify the Economic Buyer and specific actions to engage them, rather than treating senior access as a closing-stage task.

Internal support equipped

Account executives help Champions communicate the buying case internally and build relationships across the account to test support beyond one contact.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around who the economic buyer really is and getting access to senior decision-makers. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

This interactive half-day session brings together up to 8 delegates for focused exploration of the Economic Buyer and Champion roles, followed by practical application to live deals. Breakouts, peer-to-peer learning and live practice give delegates opportunities to rehearse access conversations, test Champion credibility and map stakeholders. Delegates leave with a stakeholder map and clear actions to engage buying authority, equip Champions and multi-thread their opportunities.

Make MEDDPICC Part 2: Economic Buyer & Champion relevant to your business

Tell us where you want to make progress with who the economic buyer really is. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

Who the Economic Buyer really is
Getting access to senior decision-makers
Coach vs Champion: testing your champion
Developing and equipping champions
Multi-threading across the account
Mapping stakeholders on live deals

What’s included in your booking

Your booked time and format: Half day · Live online or face to face, agreed before booking · Maximum 8 delegates.
Included in every course: Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application: The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

Identify and engage the Economic Buyer
Test whether a contact is a true champion
Equip champions to sell internally
Map and multi-thread your live deals

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Identify and engage the Economic Buyer.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting MEDDPICC Part 2: Economic Buyer & Champion into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

Explore Speaking & Events

More from MEDDPICC

MEDDPICC Part 1: Foundations, Metrics & Pain

Build a practical foundation in MEDDPICC, uncover the buyer’s real business problem and quantify the value that gives them a reason to buy.

Half day · 3.5 hours per half dayMaximum 8 delegates

Course synopsis

Qualification starts with a business problem the buyer recognises and an impact you can substantiate. Complex B2B deals are harder to qualify and forecast when the buyer’s pain is unclear and the commercial impact remains unquantified. This half-day course introduces all eight elements of MEDDPICC, explaining how disciplined qualification supports better-qualified pipeline and more reliable forecasts before focusing on Identify Pain and Metrics. Account executives, sales managers and revenue teams learn to uncover and confirm the real business problem, ask sharper discovery questions and translate its impact into meaningful measures of value. Delegates apply the framework to their own deals, building a clearer, measurable reason to buy and a more structured basis for deal reviews.

Key focus areas

The eight elements of MEDDPICC
Why qualification wins deals
Identify Pain: finding the real business problem
Metrics: quantifying impact and value
Discovery questions that surface pain and metrics
Scoring your live deals

Outcomes — you'll be able to

Explain each MEDDPICC element
Uncover and confirm the buyer's pain
Quantify value with meaningful metrics
Score your own deals against the framework

Included in every course

Interactive, facilitator-led learning
Group discussions
Breakout exercises
Take-away materials

Face to face

From £1,150+ VAT

Online: From £900 + VAT

Course details

MEDDPICC Part 3: Decision Criteria, Decision Process & Paper Process

Uncover how buyers decide, shape their criteria and map the steps needed to reduce late-stage surprises in complex B2B deals.

Half day · 3.5 hours per half dayMaximum 8 delegates

Course synopsis

Late-stage deals can slip when sellers lack clarity on what matters to the buyer, who makes the decision and what must happen before signature. This half-day course, Part 3 of MEDDPICC, helps account executives, sales managers and revenue teams uncover and influence Decision Criteria, map the Decision Process and understand the Paper Process, including legal, procurement and sign-off. Delegates apply these disciplines to live opportunities, identifying gaps and building mutual action plans with clear steps and responsibilities to agree with their buyers. The focus is stronger deal reviews, better-informed forecasts and fewer avoidable delays at the point of close.

Key focus areas

Uncovering and influencing Decision Criteria
Mapping the Decision Process step by step
Understanding the Paper Process and procurement
Building mutual action plans
Spotting slippage risk early
Applying it to your live deals

Outcomes — you'll be able to

Shape decision criteria in your favour
Map the decision and paper process
Build a mutual action plan with the buyer
Reduce late-stage slippage

Included in every course

Interactive, facilitator-led learning
Group discussions
Breakout exercises
Take-away materials

Face to face

From £1,150+ VAT

Online: From £900 + VAT

Course details

your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course