BtoB Sales: Who needs a champion?
Everyone, and potentially more than one.
Many believe it's solely the Salesperson's responsibility to close the deal. This is a misconception. Leaving the impression that the sales process halts in your absence is a costly error. Remember, when you're not engaging your customer, your competition likely is.
Hence, you need an insider to advocate for you: your Champion. Their role is to actively promote your offering when you're not present.
But why would they do that? Not out of sheer affection for you, but because they have their own agenda, and your success can align with theirs. You are mutually beneficial to each other. Understanding this dynamic is crucial, especially when you need to request favors. When your request benefits both parties, it ceases to be merely a favor.
How many champions do you need? It depends on the complexity of your solution and the structure of your customer's organization. You might require both a Technical Champion and a Business Champion. Additionally, if your solution impacts multiple lines of business (LOB), you may need a Business Champion for each affected LOB.
Having a Champion is pivotal. They are a cornerstone of your strategy. Therefore, select them carefully (or be prepared to waste time). The true measure of a Champion's quality lies in their willingness to invest in the outcome. You can gauge this by asking them to take uncomfortable steps, such as adding unique criteria to the evaluation process or arranging meetings with key decision-makers. Understanding their motivations, whether it's fear of job loss or aspirations for promotion, is essential in navigating their dynamics.
You and your Champion(s) form a team. Just as they support you, you must support them. How? By easing their burden. Since they're advocating for you, provide them with everything they need. Your priority is to enhance their standing within their organization. This may involve assisting them in preparing internal presentations, furnishing executive summaries, or introducing them to other champions.
Selling demands intelligence. Investing in the ability to identify the right Champions to win your battles is one of the smartest skills you can develop. If you're not doing it, rest assured your competition is. Ultimately, it becomes a contest of Champions.