A sales champion is an internal advocate within a target company who believes in your solution and has the influence to affect purchasing decisions. They are not just passive supporters; they have a personal stake in the outcome and actively work to help you succeed by building business cases and navigating their organization's internal structure.
A sales champion acts as your internal guide, taking on several crucial responsibilities to steer the deal forward. They go beyond simple support, actively working to ensure your solution is seen, understood, and adopted by the right people within their organization.
A true sales champion possesses a unique blend of influence, insight, and internal drive. They are more than just a friendly contact; they are a strategic partner invested in your mutual success. Their effectiveness hinges on a few core characteristics that enable them to push a deal across the finish line.
While both are crucial to closing deals, a sales champion and a sales leader play fundamentally different roles in the sales process.
A sales champion acts as your team's extension within the prospect's company. They provide crucial insider knowledge, helping you navigate internal politics and understand the decision-making process. By advocating for your solution internally, they build consensus among their colleagues.
This internal support gives your team significant leverage and boosts strategic positioning. The champion fosters a collaborative relationship, building trust between your team and the prospect's organization. This alignment accelerates the sales cycle and increases the likelihood of closing the deal.
This is how you can become an effective sales champion within your organization.
How is a champion different from a coach?
A coach offers guidance and information, but a champion takes action. They actively sell on your behalf internally, build consensus, and connect you with economic buyers, putting their personal credibility on the line to ensure the deal closes.
What if my champion leaves the company?
Losing a champion puts the deal at serious risk. This highlights the importance of multi-threading—building relationships with multiple stakeholders in the account to ensure the deal's momentum isn't reliant on a single person's presence.
How do I identify a potential champion?
Look for someone with a vested interest in solving the problem your solution addresses. They often express frustration with the current state, have influence among peers, and are willing to provide insider information to help you build a case.
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