Methodology articles

MEDDIC is a six part qualification framework for complex B2B sales: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain and Champion. It was built for account executives managing enterprise deals over months. It was not built for a seven minute cold call. Used properly by.

BANT is still relevant in 2026, but only if you stop using it the way IBM did. As a four question gate that a prospect must pass before you spend time on them, it discards most real demand and makes your callers sound like a form. As a checklist of four things you must eventually learn, run in the.

A framework is a lens, not a script. Here is how to choose between BANT, MEDDIC, SPIN, CHAMP and GAP, and how to run them on a live call without sounding like you are reading off a form.

Closing is the natural result of everything that came before it, plus an understanding of how humans actually decide. Here is the psychology that drives B2B buying, and how to use it ethically on real calls.

Phone-first methodology prioritises live conversations over email volume. Our data shows it generates 3x more qualified meetings than email-only outreach at comparable cost.

Nousu Collective is an Australian B2B SDR agency built specifically for technology companies. We are different because of three things: a 100% Australian team, phone-first methodology, and weekly iteration.