The SPICED record

Sales team1 min read

SPICED (Winning by Design) is the single record a deal carries from first call to renewal. Write their words, not your summary.

Field	What goes in it
Account	Firm, sector, legal form (it matters for prospecting law)
Segment and team shape	Freelancer or consultant; team of 2 to 50; 50 plus
Source	"How did you hear about us?", in their words
Motion	Direct or considered, and why
S, Situation	Who posts, how often, with what; marketing set-up; policy; why now. Few situation questions
P, Pain	The problem in concrete, observable terms, quoted
I, Impact	Rational (business cost) and personal (what it means for this person)
C, Critical event	A real, dated event on their side. Never invent one. "None" is a valid answer and a red flag to forecast honestly; it is not a qualification test
D, Decision	Who decides, who can veto, criteria, process. Considered deals add stakeholder map, champion evidence, economic buyer, decision process and paper process
Seats and band	Discussed
Holly starting level	Suggest; Observe for regulated firms (law, financial services, accountancy) and any firm that asks (D8). Record the customer's choice; we recommend, we never refuse a level
First success	The dated, observable result agreed in the demo
Red flags	Each with an action
Next step	What, who, by when

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