Module 03 · Core curriculum
Prospecting & qualification
ICP, outbound craft, and the qualification frameworks — MEDDPICC and friends.
What you’ll learn
- How to define an ideal customer profile (ICP) and buyer personas, and every stakeholder role in a deal: economic buyer, champion, influencer, user, blocker, coach.
- The prospecting channels — cold email, cold calling, LinkedIn, referrals, events, inbound — what converts in 2026, and how to run a multi-touch cadence.
- How to write a cold email that gets replies, with two worked examples from this course's specialist market (an NHS trust CIO; a biotech lab operations lead).
- A cold-calling structure: permission-based openers, the 30-second problem statement, handling "just send me an email".
- The qualification frameworks interviewers ask about directly: BANT, MEDDIC, MEDDPICC (every letter, with life-sciences examples), SPICED and CHAMP — plus a worked MEDDPICC scorecard for an NHS imaging-AI deal.
- Why disqualifying bad deals early marks a good salesperson, and the red flags that justify it.
- Compelling events and the three questions every deal must answer: why now, why anything, why us.