The Emblazers Podcast Episode 3: Dick Dunkel on Keeping Sales Qualification Simple

What do you get when you combine a sales methodology that’s been around longer than most TikTok trends, a buyer who thinks they’ve already aced their research, and the man who started it all?

You get this episode, and oh, it’s a good one.

This week, Tim and I had the honor of talking with none other than Dick Dunkel, the father of MEDDICC—a sales qualification methodology so iconic it even has its own LinkedIn profile.

Now, if you hear “MEDDICC” and think it’s just another acronym to toss around in quarterly planning meetings, I’m gonna need you to keep reading.

Dick broke down how it came to be (it all started by trying to figure out why deals win, lose, or get stuck in limbo), and made the case for why it’s still relevant in 2025.

Honestly, I’m considering putting “I is for Pain” on a T-shirt after that story.

Why You Need to Know This Man (and MEDDICC)

Dick isn’t just here slinging theory. He’s spent 30 years rolling up his sleeves, selling, leading, coaching, and basically living on the same sales battlefield we’re all on.

His take is that the right mix of process, qualification, and discovery can still work miracles—even on that prospect who joined the call with seventeen objections locked and loaded.

MEDDICC in Motion

MEDDICC is a qualification framework that helps align both your team’s efforts and your buyer’s needs. Think metrics, economic buyers, decision criteria—you know, all that magic that keeps you from wasting three months on a deal that’s DOA.

Qualification Is Not Discovery

Discovery—that thing you think you’re doing but probably aren’t. Dick distinguished between foundational qualification (is this even a real deal?) and discovery (how do we uncover this buyer’s needs?).

Put Down Your Forecasts and Listen Up

Dick reminded us that every top performer nails different aspects of the sales process (from building executive alignment to owning decision criteria). Using MEDDICC, managers can help everyone level up their own unique sales superpowers.

Watch the Episode

We’re Just Getting Started

If this episode gave you as many “Aha!” moments as it did me (seriously, I lost count), don’t keep it to yourself. Share the love—like, subscribe, and leave a review!

• YouTube
• Spotify
• iTunes

Catch you next time for more sales brilliance and a healthy dose of my questionable jokes. Until then, remember, “I is for Pain” (and if that doesn’t make sense yet, you definitely need to listen to the episode).

Oh, and speaking of brilliance—don’t miss the Emblaze Revenue Summit, happening April 15-17 in Denver, CO. This is where you learn stuff you can actually use, and you’ll leave the conference with so many new skills that your LinkedIn profile might spontaneously combust.

Secure your spot today. See you there!