Value lives in two MEDDICC letters — here's the questioning chain that gets you there
Ava argues that value isn't a separate framework: it hides inside Identify Pain and Metrics. She and Nate break down the exact escalation from customer symptom to a euro figure — and why that number decides whether you should even stay in the deal.
What Nate and Ava discuss
- Why customers name symptoms, not pains — and the four-step chain that fixes it
- Separating 'why change at all' from 'why us' into two different coaching conversations
- Using cost of inaction against your own price tag as a go/no-go test
The move
Coach one chain per deal review: symptom, negative consequence today, which of cost/revenue/risk it hits, then a number. If the number isn't a multiple of your price, that's a qualification decision, not a value story.
🚀 Join the PreSales Leadership Community: serockstars.com/community
🔗 Resources & Links: paths.to/presales
Your hosts
Nate Hargrove
The Seasoned Pragmatist
Ava Vasquez
The Modern Builder