SPICED is a qualification methodology used to understand a prospect across five dimensions: Situation, Pain, Impact, Critical event, and Decision. It shifts the focus from surface-level discovery to deeper business context, helping sellers connect challenges to meaningful commercial outcomes.
In B2B sales, SPICED supports more consultative conversations by identifying the root cause of problems and uncovering the strategic impact of inaction. It prompts teams to look beyond functional needs and understand broader organisational pressures. By aligning messaging to what truly matters to the buyer, SPICED improves opportunity prioritisation, deal velocity, and win rates.