1/5/2024-Champion Development

If you don’t ask, you don’t get. Don’t wait for someone to emerge as a Champion for you on each account, be specific and direct in how you culitvate those who are willing to work for you.

If one of your 2024 goals is to develop more buyer champions, congrats on recognizing how important it is to develop friends in high places.

Talk to anyone in the TOP 10%, and they’ll tell you they have champions all over the place throughout their patch.

One of the keys to champion development is not focusing entirely on the buyers who laugh at all your jokes. Mutual interests might not be the best signal of how much an individual will push for you.

The only way to determine a champion is to test ’em!

Use this litmus test to determine whether or not certain customers are "Cs"…Champions:
1. WIll the C lobby their peers to help you close deals?
2. Will the C introduce you to KDMs?
3. Will the C funnel key info to you that competitors don’t get?

There’s only one way to find out…ask ’em.

Write a version of the above questions that you feel comfortable asking. And of course, consider the timing of when it’s best to ask them.

There are two schools of thought on developing Champions:

1. Give first, then ask to receive. At the right time in your relationship, task your potential C with a small favor. But you must earn that right only after you’ve over-delivered on something for them. Your ask can be anything from them making an intro for you to simply requesting insights and info. The response of the C suggests whether or not you have someone willing to help you inside the org.

Or,

2. Ask them directly what they can do to help you inside the org. Perhaps you don’t feel comfortable asking direct questions that focus on obligating the prospect, but there are ways to sugar-coat your question to make it easier on both of you.

For example, asking this question may seem tough for you, "So… can you lobby some of your pals inside the org on our behalf?" But this question might be easier, "Hey, I’m trying to get to Steve – but he’s shutting me down so far – do you have any tips you can share on how I should play it with him?"

They’re both great questions! All it takes is your appreciation of the right moment to ask them.

If you don’t ask, you don’t get.

The great thing about champion development is that you have control in creating a strong and valuable human bond with select customers. One of the main reasons you’re in sales is to influence decisions, and champion development is at the core of that!

In this fantastic YT short, you’ll be inspired about what it means to be in control.

French dancer/choreographer Yoann Bourgeois is graceful, strong, creative…and very much in control.

Let Yoann inspire you as you plan your C-development strategy!