A Closer Look At Champions

This podcast episode explores the process of identifying, educating, and testing champions in the sales process. It emphasizes the importance of uncovering mission-critical business pain during the discovery stage to find potential champions. Champions are defined as individuals with political power, technical respect, or domain expertise who have influence and access to the economic buyer. Building trust, education, and preparation are crucial in developing champions who actively sell on behalf of salespeople. The difference between a coach and a champion is discussed, highlighting the importance of having champions with both authority and influence. The concept of power and influence in sales is also explored, emphasizing the commitment and dedication of champions. Developing champions involves educating them about the product, connecting them with other champions, and adding value throughout the sales process. Trust, identification, and testing of champions are emphasized throughout the episode. By involving the economic buyer early, establishing relationships with champions, and collaborating with them, salespeople can increase their chances of success.