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Having a champion within your prospect's org can make the sales cycle a lot smoother.
However, it's crucial to distinguish between a true champion and a mere coach. This distinction can make the difference between winning and losing a deal, especially in challenging economic environments.
What is a sales champion?
A sales champion is more than just a friendly contact within the prospect's company. They possess two critical qualities:
- Power and Influence: They have the ability to sway decisions within their organisation.
- Access to Key Decision-Makers: They can connect you with the economic buyer, often a C-level executive like the CFO.
The importance of testing
Many salespeople mistake a cooperative contact for a champion. While having someone willing to take meetings and share information is valuable, it doesn't necessarily mean they have the "juice" to sell internally on your behalf.
To determine if you have a true champion, you need to test their influence:
- Can they arrange meetings with key decision-makers?
- Do they have the authority to move the sales process forward?
- Are they able to advocate for your solution effectively within their organisation?
The risk of misidentification
Failing to properly identify and cultivate a true champion can be costly. In today's competitive landscape, the company that secures face time with the economic buyer often wins the deal. If your competitor is in the room with the CFO while you're stuck with a lower-level contact, you're at a significant disadvantage.
Also read: Are you part of the 78% of B2B sellers who cant get past their champion?
Coaches vs. Champions
While a coach can provide valuable insights and guidance, they lack the influence to drive the sale to completion. A champion, on the other hand, actively works to promote your solution and can navigate internal politics to your advantage.
Don't assume you have a champion just because someone is cooperative. Test their influence, ensure they can connect you with key decision-makers, and verify their ability to sell internally on your behalf. In today's economic climate, having a true champion can be the decisive factor in closing high-value deals.
Using a Digital Sales Room can help you better manage and nurture relationships with potential champions, providing a centralised space for collaboration and information sharing.
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