4th of July Edition: Winning Your Deal is Like Winning Independence

As fireworks light the sky this 4th of July, we celebrate the moment the American colonies broke free from the British crown and declared independence.

But let’s pause for a second…

What does the Revolutionary War have to do with winning complex B2B deals?

More than you might think.

Because just like the colonies, every rep fighting for a deal is battling a status quo, rallying champions, building coalitions, and executing a strategy under pressure.

So this Independence Day, let’s break down how the American Revolution maps (surprisingly well) to the MEDDIC framework — and how you can apply a little revolutionary spirit to your next big opportunity.

M – Metrics: The Case for Change

In 1776, the colonies didn’t rebel over vague feelings. They had metrics that proved things weren’t working:

• Taxation without representation

• Economic restrictions on trade

• Forced housing of British soldiers

  
  

These weren’t just annoyances — they had a measurable impact on prosperity, autonomy, and freedom.

Your job in sales? Help your buyer articulate their own “unbearable metrics.” Show them the measurable cost of staying the same.

Ask:

“What are the hard numbers behind your current pain?”“What happens if you don’t fix this by Q4?”

Lesson: Revolutions (and purchases) happen when the pain is no longer tolerable.

E – Economic Buyer: The King (or the Committee)

In any deal, someone wears the crown. In 1776, King George III was the ultimate decision maker. The problem? He was 3,000 miles away and not interested in feedback.

Sound familiar?

In your deals, you need to find your Economic Buyer early — the person who holds the power to say yes, not just the ones who say maybe.

Ask:

“Who signs off on something like this?”“What’s most important to them when approving something new?”

Lesson: If your message never reaches the King, your revolution never gets approved.

D – Decision Criteria: Values That Guide the Fight

The Declaration of Independence didn’t just say “We want to be free.”It laid out a clear set of principles: life, liberty, the pursuit of happiness.

In sales, that’s your buyer’s Decision Criteria — the framework they’ll use to judge solutions.

• Is it secure?

• Does it integrate?

• Can it scale?

• Will it pass compliance?

Ask:

“What matters most when evaluating a partner like us?”“Who defines what ‘good’ looks like internally?”

Lesson: No army wins without understanding what they’re fighting for.

D – Decision Process: The Road to Signing the Declaration

The decision to declare independence didn’t happen overnight. It involved:

• Delegates from 13 colonies

• Multiple votes

• Debates, committees, and revisions

• The drafting (and signing) of a document

Sounds like your average enterprise deal?

Uncovering the real Decision Process means knowing who’s involved, what steps are required, and what friction might delay approval.

Ask:

“Who else needs to be involved for this to get approved?”“Have you purchased something like this before? What was the process?”

Lesson: You don’t just proclaim victory. You work through the process to secure it.

I – Identify Pain: The Boston Tea Party Moment

Nothing motivates action like a shared pain. For the colonies, it was unfair taxation and loss of autonomy. For your buyer, it might be:

• Missed revenue targets

• Data silos

• Inefficient workflows

• Burned-out staff

The key is finding the moment when the pain boils over — their Boston Tea Party — and ensuring they own that pain both emotionally and financially.

Ask:

“What happens if you don’t solve this in the next 6 months?”“Who is being affected most by this issue?”

Lesson: No change happens until the pain is real and shared.

C – Champion: Your Thomas Jefferson

Every revolution needs a voice — someone inside the movement who can inspire, align, and lead from within.

In your deal, that’s your Champion.

They’re not just your fan. They’re your internal strategist, copywriter, and door-opener — like Jefferson, crafting the language that got the 13 colonies to align.

Test your Champion by asking:

“Would you feel comfortable walking this into the next exec meeting?”“What pushback should I prepare for — and can you help me navigate it?”

Lesson: A great Champion doesn’t just support your cause — they write the case for it.

Final Thought: Declare Victory With MEDDIC

Just like the fight for independence, closing a deal takes:

• A rational case (Metrics & Pain)

• Emotional urgency (Champion & Vision)

• A clear process (Decision Process & Criteria)

• And the right backers (Economic Buyer)

So this 4th of July, light a spark in your deals. Stop settling for redcoat rules (a.k.a. status quo) and start leading a buyer revolution.

Because in sales, as in history, freedom (from indecision) favors the bold.

Until next Monday… Keep fighting the good fight.