This methodology is called SPICED. You can see in Figure 3 that MEDD(P)ICC focuses on the criteria that the seller needs to close the deal, while SPICED is a customer centric methodology that focuses on helping the customer realize the impact they are seeking.

Table 1 depicts an example of SPICED being mapped across sales stages in a CRM (Ref. 5): in each stage as we approach Trade and Commit, we focus on a customer-centric element of SPICED to fully understand the impact the customer is looking to achieve.

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