Corporate Sales Training
Qualify, build value, advance, and close the sale.
Customized corporate sales training that helps teams ask better questions, connect solutions to business value, and advance the right opportunities. SNI’s MEDIC framework gives your team a shared approach that can stand alone or integrate with your existing sales process. And because SNI has been teaching negotiation and influencing since 1995, this program uniquely addresses communication skills – giving participants not just the what to do, but also the how to do it.
A streamlined take on MEDDIC, built for execution
SNI’s MEDIC framework stands for Metrics, Economic Buyer, Decision Making, Identify Pain, and Champion. Adapted from MEDDIC and MEDDPICC, it combines decision criteria and decision process into one element: how the customer makes a purchasing decision. The paper process and the competition are covered within this stage as well, since both shape how that decision gets made. The result is a simpler structure that helps teams determine whether an opportunity is qualified, what information is missing, who controls the decision and budget, and what needs to happen next.
The framework gives teams a common language. The focus is on putting it to work: researching the buyer’s priorities, asking questions that uncover measurable value, reaching the right stakeholders, and taking clear action to advance the sale.
SNI helps sales organizations turn that structure into everyday selling habits. Salespeople apply it to relevant opportunities. Managers use it to coach deals. Sales leaders gain a clearer view of qualification gaps, opportunity risk, and what must happen next.
Identify the gaps that keep opportunities from moving forward
Complex opportunities often move forward before the team has enough evidence to justify the confidence behind them. The result is wasted effort, uneven deal reviews, and forecasts built on different standards from one salesperson or manager to the next.
Consider the opportunities in your pipeline:
- Can your salespeople quantify the business value the buyer expects?
- Do they have access to the person who controls the budget and can approve the purchase?
- Do they understand how the buyer will evaluate the options and make the decision?
- Have they identified a business problem important enough to address now?
- Do they have an internal Champion who will advocate for the solution when they are not in the room?
- Can managers separate evidence from optimism during deal reviews?
SNI’s sales training gives teams a shared way to answer these questions, identify gaps earlier, and focus on the opportunities that deserve additional time and resources.
Five elements of SNI’s MEDIC framework
- Metrics: The quantifiable business value or economic benefit your solution will deliver, expressed in the buyer’s own numbers. Value the buyer can measure is value they can defend when price comes up.
- Economic Buyer: The specific person in the prospect’s organization who holds the budget and has the ultimate authority to approve the purchase. Knowing who this is isn’t enough; the goal is direct access.
- Decision Making: The criteria, people, steps, and approvals that shape the buyer’s purchasing decision, including the alternatives the buyer is weighing and what it takes to get a contract signed.
- Identify Pain: The specific business problem or challenge your solution solves and the urgency behind addressing it now. Without urgency, even a well-qualified deal can stall.
- Champion: An influential person inside the prospect’s organization who believes in your solution and advocates for it behind closed doors. A friendly contact becomes a Champion only when they act on your behalf.
Where sales meet negotiation
Quantified pain, access to the Economic Buyer, a clear view of the decision process, and a Champion who can guide the deal internally all shape the probability of your sale, and your leverage when pricing, terms, and scope are negotiated. Teams that follow the MEDIC process well reach the negotiation with more leverage and options, and fewer surprises.
This program pairs naturally with The Power of Nice, SNI’s negotiation training. Teams can take either program first or combine the two into a longer program based on their needs.
Built around real selling situations
SNI’s corporate sales training is a practice-based program for sales professionals and their managers. Participants build the skills to assess and advance opportunities by applying the MEDIC framework to real deals rather than hypothetical cases.
Participants use a MEDIC planner to assess one of their own live opportunities, with the exercise adapted to the organization’s confidentiality requirements. They examine what is known, where important information is missing, which assumptions need to be tested, and what actions should follow. Client-specific role plays can be developed as part of customization.
How participants apply the framework
- Assess the strength of qualification across relevant opportunities.
- Connect the buyer’s business pain to measurable value.
- Evaluate access to the Economic Buyer and the strength of the internal Champion.
- Clarify the buyer’s decision criteria, stakeholders, and decision-making process.
- Identify gaps, assumptions, and risks that could prevent the opportunity from progressing.
- Translate the analysis into clear next actions and manager-led follow-up.
What changes after the workshop
The objective is to improve how salespeople qualify and advance opportunities, how managers coach, and how leaders evaluate the health of important deals. Participants practice the questions, conversations, and next actions that turn a shared framework into stronger sales execution.
- Stronger qualification and earlier visibility into opportunity risks
- Clearer connections between buyer pain and measurable value
- Clear next actions for advancing the right opportunities
- More consistent manager-led deal coaching
- Greater confidence in forecasts and resource decisions
Designed around your sales organization
SNI’s sales training can serve as a standalone sales process or integrate MEDIC into the approach your organization already uses. SNI customizes the program around the way your team sells, the opportunities it pursues, and the systems managers already use.
Program design can account for:
- Your buyers, products, services, and competitive environment
- Your sales stages, terminology, and qualification expectations
- Your CRM fields and deal-review cadence
- Common reasons opportunities stall or are lost
- The experience levels and responsibilities of salespeople and managers
- Confidentiality requirements for live opportunities
What clients say about SNI’s sales training
Delivery options
Program length and format are tailored to your team’s needs, sales environment, and business priorities. Workshops range from a half day to a full day and can be extended into a multi-session program for larger rollouts.
- Onsite classroom delivery: In-person workshops at your location with hands-on practice.
- Live virtual delivery: Facilitator-led online sessions for distributed teams.
- Blended or multi-session learning: Training spread across formats or sessions, so participants can apply MEDIC to live deals between sessions.
- Manager coaching session: A dedicated session that prepares sales managers to use MEDIC in deal reviews and one-on-one coaching.
- Reinforcement resources: Follow-up emails and a digital MEDIC planner support continued application.
How an engagement works
- Discovery: SNI learns how your team sells, where opportunities tend to stall, and how success will be measured.
- Customization: Content, examples, and role plays are built around your buyers, sales stages, and CRM.
- Workshop: Participants learn MEDIC and then apply it, within the workshop, to their own live opportunities, onsite, virtually, or in a blended format.
- Reinforcement: Managers carry MEDIC into deal reviews, supported by the MEDIC planner and follow-up resources.
- Review: SNI and your team review progress against the agreed measures and plan next steps.
Who the program is for
This corporate sales training program is designed for organizations selling complex B2B solutions where multiple stakeholders, formal buying processes, and longer sales cycles make disciplined qualification essential.
- Account executives and enterprise salespeople
- Sales managers and frontline leaders
- Sales excellence and learning leaders supporting sales teams
- Revenue operations teams responsible for process and forecast discipline
- Cross-functional teams supporting strategic opportunities
Featured facilitators
Meet the facilitators who lead SNI’s sales training.
Michael Dyczewski
Facilitator, SNI
Michael has more than 20 years of experience leading revenue enablement, sales excellence, and go-to-market transformation across SaaS and complex B2B sales.
He has led sales enablement and sales training at ADP, Microsoft, and Wolters Kluwer.
Michael brings hands-on experience improving qualification, seller productivity, forecasting, and deal execution, and building sales methodologies that teams can apply in real opportunities.
Andres Lares
CEO & Managing Partner, SNI
Andres is SNI’s CEO and Managing Partner, specializing in negotiation, influence, and coaching live deals for organizations across a wide range of industries.
He has worked with clients including Boeing, ESPN, PwC, and Novo Nordisk.
Andres helps teams identify their sales challenges and is one-of-a-kind in crafting solutions to address them, through skills training, technology, and processes.
Measurement and impact
Corporate sales training should connect to the way the organization evaluates performance. SNI works with clients to identify appropriate measures before the program and support follow-through after it.
Depending on the engagement, measurement may include participant feedback, manager observation, changes in qualification behavior, adoption within deal reviews, and relevant sales or pipeline indicators. The specific measures are agreed with the client and aligned with the program objectives.
SNI’s sales training had a 297% ROI for Verizon within just 90 days, by increasing their win ratio significantly. Imagine what we can do for you!
Why SNI
Since 1995, SNI has trained more than 250,000 professionals in sales, negotiation, and influence. That background shapes how we teach sales: we’ve trained buyers, we understand leverage, and we have deep expertise in communications, psychology, and decision making.
- Sales and negotiation connected: Your team learns to qualify and advance deals in ways that strengthen its position when it’s time to close.
- Experienced facilitators: Learn from practitioners who have won countless awards for being highly knowledgeable and experienced, and combining that with world class delivery.
- Tailored to your team: Training reflects your goals, challenges, and business environment.
- Learning through practice: Participants apply MEDIC to their own live opportunities during the program.
- Reinforcement that lasts: Ongoing resources help teams apply and sustain what they learn.
Frequently asked questions
How does SNI’s MEDIC framework relate to MEDDIC and MEDDPICC?
SNI’s MEDIC framework adapts MEDDIC by combining decision criteria and decision process into one Decision Making element. It focuses on five elements: Metrics, Economic Buyer, Decision Making, Identify Pain, and Champion. Paper process and competition, the two elements MEDDPICC adds, are addressed within Decision Making. The program emphasizes skills and actions that advance opportunities rather than teaching the full MEDDPICC framework.
Will SNI’s sales training replace our existing sales process?
It does not have to. SNI can introduce MEDIC as a standalone sales process or integrate it into your existing approach, giving teams a shared structure while building on what already works.
Will participants work with live opportunities?
Yes. Participants use a MEDIC planner to assess a live opportunity. Application is adapted to the client’s confidentiality requirements.
Can the training align with our CRM?
Yes. SNI can align the training with relevant CRM fields, sales stages, terminology, and deal-review expectations.
Can sales training be combined with negotiation training?
Yes. The programs are independent but built to complement each other: MEDIC helps teams build leverage during qualification, and The Power of Nice helps them use it at the negotiating table. Teams can take either program first or combine both in a longer program. The sequence depends on your team’s needs.
Can the program be customized?
Yes. SNI tailors the emphasis, examples, application, delivery format, and reinforcement approach to the audience and sales environment.
See how MEDIC fits your sales process
Tell us about your team, your sales cycle, and where opportunities tend to stall. We’ll show you how the program can be tailored to your organization.
