Section 9 · Buyer Psychology & Sales Method
9.4MEDDIC for big deals
Designed for Phase 2- No.
- 9.4
- DMA's reference
- Decision Book p.21
- Phase
- Phase 2
- Autonomy
- L2 · Prepare, then wait for approval
- DMA's decision
- Yes
What DMA asked for · Decision Book p.21
For big opportunities, quietly track the economic buyer, the metrics, the pain, the decision process and the competition.
Why it matters to DMA: Structured qualification for the deals worth the most.
In our words, from DMA's Product Decision Book v3, page 21.
How we do it
- DMA's book schedules this for Phase 2, after the buying-committee mapper that tells the system who is involved.
- Designed flow: above a deal-size threshold DMA sets, the note-taker tracks the MEDDIC fields over the chat and the CRM history, and the rep's brief shows which are still unknown.
- It stays quiet: the prospect sees the same consultative conversation; only the notes change.
Already in place
- The note-taker already records pain, who decides, budget, timing and which services fit, in fixed fields.
- Scores by code, with tiers and a deal value, to set the "big deal" threshold.
- Pre-call briefs for the rep.
What the later phase adds
- The MEDDIC fields (economic buyer, metrics, decision criteria and process, champion, competition) in the notes.
- The buying-committee mapper that the book makes a prerequisite.
- A "still unknown" list in the rep's brief for big deals.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
A big deal
The deal value is above the threshold DMA sets.
- Rule in code
- AI
- Stored data
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Website chat
Source
What the visitor writes.
- 2Sync
Copies Nutshell changes into the bridge database
Not involved.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
The notes, with the MEDDIC fields added.
- 4AI
Claude models, only through DMA's own gateway
Tracks the fields; asks nothing extra of the prospect.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Writes the lead, its score and the summary if the visitor books or leaves an email.
- 6Nutshell
The system of record
The rep sees the summary and the score.
The tables behind it
Drawn from the POC's database catalogue: structure only, no data.
PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)
| Table | What it holds | Columns |
|---|---|---|
| conv.conversations | One row per chat: its stage and the AI version that ran it. | 22 |
How the tables connect (1)
| Column | Points to | Kept by |
|---|---|---|
| conv.conversations.agent_version_id | agent.agent_versions | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
A designed brief for a synthetic multi-location prospect.
MEDDIC, as the rep would see it
| Field | Known |
|---|---|
| Economic buyer | Unknown: the CFO signs contracts over $5,000 a month |
| Metrics | New patients per month, per office |
| Pain | Two of 12 offices lost map visibility |
| Competition | Current agency: BlueFin |
In the running POC
There is no screen for this one yet: it is designed for Phase 2, as DMA's book decides. The parts listed under “Already in place” run in the POC today.
Status
Designed for Phase 2. DMA's book schedules this for Phase 2. The design is ready and builds on parts that already run in the POC.