How Assumptions Can Kill Your Deal – and How to Turn Them into Curiosity
- Jens P Edgren
- Mar 24
- 3 min read
Updated: Apr 1
Assumptions are like a double-edged sword. They help us make sense of a complex world—just like knowing that a green light means “go”—but in sales, unchecked assumptions can be a deal killer. In this article, I’m going to show you why we make assumptions, the value they sometimes bring, and most importantly, how to turn those assumptions into smart, probing questions that let you sell more, faster, and with less wasted energy. Let’s dive in.
The Double-Edged Sword of Assumptions
We all rely on assumptions to simplify our daily lives. It’s why we trust that a red light means stop. But in sales, when you assume too much, you risk missing the chance to ask the right questions—questions that could unlock opportunities. I once spoke with a seller who was completely in doubt about whether he was speaking with the right person. I asked him, “What is the easiest way to find out?” He hesitated, then replied, “Well, there are several ways… but I guess the easiest is…” and then he filled in my sentence. He then admitted, “I assumed we’d already passed that stage.”
I looked him straight in the eye and said, “Assuming will make an ass out of you and me.” That’s the power of MEDDICC. If you start assuming, you miss out on asking those valuable questions that can lead you to a successful deal.
Why Do We Assume?
Simple—assumptions help us survive. They let us navigate the world quickly. But if you travel to a country where they drive on the opposite side, you quickly learn that challenging your assumptions can be crucial. In sales, nothing is normal. Every deal is unique, and every customer has different needs. That’s why it’s vital to challenge your assumptions by asking the MEDDICC questions.
Turning Assumptions into Curiosity with MEDDICC
The MEDDICC framework is designed to force you to check your assumptions by asking seven essential questions:
• What are the metrics?
• Who is the economic buyer?
• What are the decision criteria?
• What is the process?
• What is the customer’s pain?
• Who is our champion?
• How is the competition positioned?
These questions ensure you know exactly what’s going on. Instead of assuming you know, ask the extra question that turns your assumption into clear, actionable insight.
Practical Examples of MEDDICC in Action
Here’s how you can replace assumptions with clear, probing questions:
1. Identifying the Economic buyer
Instead of assuming you’re talking to the right person, ask:
“I need to know who will sign the purchasing order so I can prepare my documents. Can you walk me through your decision-making process?”
2. Assessing Commitment:
Instead of assuming the deal is already in motion, ask:
“Let’s assume for a moment we don’t move forward. How do you plan to manage your challenges over the next 24 months?”
This makes your prospect consider alternatives and reveals hidden gaps.
3. Engaging Your Champion:
Instead of assuming their interest, ask:
“Mr. Champion, this project seems very important to you. Could you share why it matters so much and what outcomes you’re expecting?”
This shows you value their insight and forces clarity.
The MEDDICC Advantage: Sell More, Faster, with Less Energy
By challenging assumptions with the right questions, you save yourself from chasing shadows. The MEDDICC questions turn vague assumptions into clear facts—so you either close the deal or wisely move on.
Remember, assumptions can kill your deal, but curiosity keeps it alive. When you ask that extra, clarifying question, you gain clarity, build trust, and ensure you’re selling on solid ground.
So, the next time you’re tempted to assume, ask that extra question. In my experience, and with MEDDICC on your side, you’ll find that selling becomes not only more efficient but also far more enjoyable.
Stay curious, stay sharp, and as always—stay MEDDICC.
Here are a few ways to learn the POWER of MEDDICC
Good luck,
Jens Edgren and the MEDDICC Team
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