Which sales methodology is best? (Force Management vs SPICED)

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I’ve been doing more demos and talking to more potential customers lately. I’ve recently transitioned into a role that functions like a mix between a full-cycle AE and a SDR.

Part of the sales methodology training that I am learning is Force Management and Spiced by Winning by Design.

A sales methodology is a structured framework that outlines how sales teams approach the sales process, ideally ensuring consistency and effectiveness.

I was first directed to learn SPICED, and its different stages, but then directed to pivot to Force Management. But that’s a story for another time.

They have both proven to be interesting and applicable. I’m learning and testing when to use one over the other. The hardest part was knowing when to use certain skills during the sales cycle.

However, I have found that using a hybrid of both to be effective. Understanding the strengths of each can help optimize your sales strategy.

Today, we will explore both.

Force Management (Process-Driven)

Force Management builds on sales discipline and qualification rigor. It emphasizes:

• Command of the Sale: Controlling the process through understanding the buyer's decision journey.

• Value-Based Selling: Focusing on the business outcomes your solution delivers.

• Rigorous Qualification: Using MEDDICC framework to assess opportunity quality.

• Process and Predictability: Establishing repeatable methods to improve forecast accuracy.

This methodology positions you as a guide and orchestrator, particularly effective for complex, high-value enterprise sales where forecast accuracy is crucial.

SPICED (Customer-Centric)

Winning by Design's SPICED framework prioritizes customer understanding and impact:

• Situation: Understanding the prospect's current business context.

• Pain: Identifying specific challenges the prospect faces.

• Impact: Quantifying positive outcomes expected from solving pain.

• Critical Event: Uncovering deadlines driving the need for a solution.

• Decision: Mapping decision process, stakeholders, and criteria.

This approach positions you as a consultant and diagnostician, ideal for organizations pursuing customer-centric transformation and consultative selling environments.

Implementation

The choice isn't necessarily binary. Many successful sales organizations combine elements from both methodologies:

• Use SPICED diagnosis for deeper customer understanding.

• Apply MEDDICC qualification for process rigor.

• Let customer impact drive value messaging.

• Maintain process discipline while focusing on the customer.

When selecting your approach, consider your team's current challenges and goals:

• Need for improved forecast accuracy? Force Management offers strong process discipline.

• Prioritizing long-term customer relationships? SPICED provides excellent diagnostic frameworks.

• Looking to unify the go-to-market strategy? SPICED aims for cross-functional alignment across sales, marketing, and customer success.

Both methodologies share the same goal: delivering customer value and closing deals. Your best strategy might leverage the strengths of each, adapted to your specific sales environment and customer base.

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Until next time,

Tajh

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