The time and energy needed to develop a Champion is entirely so you can ask these questions, "What can you do to help me with X inside the org?" And, "It would be great if you could do X…is that within your reach?"

If you buy into the theory that developing Champions is based on helping them look good, then you get the essence of relationship building. But first, you gotta deposit some chits into their account. LOTS of chits.

What business events or conferences can you invite your budding Champs to? It’s easier to get exposure to these prospective Champions once you’ve cracked the business, but push yourself to think creatively about what kind of ways you can get them out of the office.

As for making them look good…it must be authentic. You must genuinely stress over this question, "How do I add value to John’s day and his role?"

Can you send ideas for an event or offsite meeting sites that ease their planning challenges? Can you solve a business problem that s/he owns? Can you help introduce a candidate to them for an open job? And what about your services as a personal consigliere? …can you help them get a new job?

Insights into these areas that you can help with come when you ask questions like, "So, what else are you working on these days?" Or, "What’s going on inside the company these days that’s exciting?" You may not get tips that unlock doors for you with questions like that, but you sure won’t learn anything if you don’t ask.

It’s not the seller with the most toys who wins, it’s the seller with the broadest and strongest relationship who wins.