SPICED Methodology
Modern Opportunity Qualification Framework
From Revenue Architecture by Jacco van der Kooij
SPICED replaces outdated frameworks like BANT by focusing on value creation rather than budget checking. It's designed for modern B2B sales where solutions are sold, not products, and where discovery drives the sale.
What is SPICED?
Situation
Understand the prospect's current state and context
Key Questions:
- • What's your current process/setup?
- • How are you solving this today?
- • Who's involved in this process?
- • What tools/systems are you currently using?
Pain
Identify the specific problems and challenges
Key Questions:
- • What's not working with your current approach?
- • What keeps you up at night about this?
- • What are the consequences of not solving this?
- • How long has this been a problem?
Impact
Quantify the business impact and value
Key Questions:
- • What does this problem cost you (time/money/opportunity)?
- • How would solving this affect your business?
- • What would success look like in 6-12 months?
- • What's the potential ROI of fixing this?
Critical Event
Identify the trigger that creates urgency
Key Questions:
- • Why are you looking to solve this now?
- • What changed recently?
- • Are there upcoming deadlines or milestones?
- • What happens if you don't act by [date]?
Decision
Map the decision-making process
Key Questions:
- • Who needs to be involved in this decision?
- • What's your typical decision-making process?
- • What criteria will you use to evaluate solutions?
- • Have you budgeted for this? What's the approval process?
SPICED vs Traditional BANT
BANT (Outdated)
- Budget: Focuses on existing budget, not value creation
- Authority: Seeks single decision maker (rarely exists)
- Need: Assumes need is obvious (it rarely is)
- Timeline: Asks when they'll buy (puts pressure)
SPICED (Modern)
- Situation: Understand context before proposing solutions
- Pain: Uncover real problems through discovery
- Impact: Quantify value to justify investment
- Critical Event: Find natural urgency drivers
- Decision: Map the buying committee and process
How to Apply SPICED
Use it in Discovery Calls
Follow the SPICED sequence during initial conversations. Start with Situation to build rapport, then dig into Pain and Impact.
Document in Your CRM
Create fields for each SPICED element. Score opportunities based on how well you've qualified each dimension.
Build Your Demo Around Impact
Once you understand Pain and Impact, tailor your presentation to show exactly how you solve their specific problems.
Qualify Out Gracefully
If there's no Critical Event or Decision process, you likely have a low-probability opportunity. Focus your time elsewhere.