Competition

What is Competition in MEDDPICC?

Competition is every alternative competing for the buyer's budget and attention, not just the other named vendor. It includes building in-house, a competing internal project, and the most common rival of all: doing nothing. It is the second C in MEDDPICC.

What good looks like

Name the alternatives explicitly, including the status quo, and position your unique proof against the buyer's decision criteria. Raise the risk of inaction using the metrics and cost of doing nothing you have already agreed. If you cannot name who or what you are competing with, you are being outsold.

How Closing Foundry uses it

In deal inspection, a deal where the rep cannot name the competition, including do-nothing, is treated as unqualified on the C. We coach reps to shape the decision criteria early so the buyer's own test boxes out rivals and the status quo.