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The Crucial Role of a Champion in Sales: Insights from MEDDICC Driven Sales Teams

Updated: Sep 17

In the competitive landscape of B2B sales, MEDDICC provides a strategic edge in closing deals. Among its key elements, the role of a champion is particularly pivotal.


Analysis done with Spotlight.ai customers show having a champion is the #1 MEDDICC qualifier impacting winning or losing the deal (Meeting the Economic Buyer is the second). We like to say, if you don't have a champion in the deal and your competitor does, good luck !



Over 50% of the conversations related to the buying process happen when the seller is not there. Therefore, having a champion who is committed to solve the business problem, has a personal stake in it and is armed with the right knowledge and assets to represent the solution, is key to success.


But what exactly defines a champion in MEDDICC, and why are they so crucial to your sales success?

Sales Champion

What is a Champion in MEDDICC?

In the MEDDICC sales methodology, a champion is an influential individual within the prospect’s organization who advocates for your solution. They are more than just a supporter; they possess several critical characteristics:


  1. Influencer: A champion has significant influence within the organization, helping to sway the opinions of other decision-makers and stakeholders.


  2. Personal Win: This person stands to gain personally from the successful adoption of your solution, aligning their own goals with the benefits your solution provides. Many times (not always) they will also own the adoption of the solution.


  3. Access to the Economic Buyer: Perhaps most importantly, a champion has direct access to the economic buyer—the individual who controls or influences the budget and ultimately makes the final financial decision.


Meeting someone with 1 or 2 of these attributes can confuse us to think they are a champion. While they can be a great coach and guide you in the deal, they need all three to be a true champion in the deal, willing to take risks and get over hurdles to get the deal across the line. Understanding these attributes can help you leverage a champion’s role effectively, enhancing your chances of a successful sale.


The Power of Advocacy

  1. Internal Support: A champion actively supports your solution within their organization. Their endorsement is crucial for overcoming internal resistance and garnering support from other decision-makers, significantly impacting how your proposal is received.


  2. Navigating the Organization: Complex organizational structures can be challenging to navigate. A champion helps you move through these complexities, introducing you to key stakeholders and providing insights into the decision-making process. Their guidance is essential for aligning your approach with the organization’s needs and priorities.


Providing Key Insights

  1. Understanding Pain Points: Champions offer valuable insights into the organization’s pain points and challenges. They can help tailor your solution to address these specific issues, making your proposal more relevant and compelling.


  2. Decision-Making Process: Champions provide details about internal processes, evaluation criteria, and potential roadblocks. This information allows you to better navigate the sales cycle and align your strategy with the organization’s expectations.


Facilitating Access to the Economic Buyer

  1. Introduction to Key Decision-Makers: One of the most significant advantages of having a champion is their ability to facilitate introductions to the economic buyer. This person controls or influences the budget and has the final say on financial commitments. Gaining access to the economic buyer through your champion is critical for securing approval and advancing the deal.


  2. Advocacy for Financial Approval: Champions can help advocate for your solution with the economic buyer, articulating the value proposition and demonstrating alignment with strategic goals. Their internal influence is key to addressing budgetary concerns and securing financial approval.


Driving the Sales Process

  1. Facilitating Meetings: A champion helps schedule and facilitate meetings with other stakeholders and decision-makers. Their influence ensures that your proposal receives the attention it deserves and that key discussions proceed smoothly.


  2. Maintaining Momentum: Sales processes can face delays or setbacks. A champion helps maintain momentum by keeping the internal conversation focused on your solution, pushing for timely decisions, and ensuring that the deal progresses as planned.


Overcoming Obstacles

  1. Addressing Concerns: When objections or concerns arise, a champion can address these issues from within the organization. Their support helps resolve conflicts and mitigate resistance, making it easier to advance through the sales process.


  2. Securing Resources: Champions can assist in securing the necessary resources and approvals for your solution. Their internal influence helps overcome obstacles related to budget or implementation, facilitating a smoother path to closing the deal.


Strategic Alignment

  1. Aligning with Organizational Goals: Champions help you understand how your solution aligns with the organization’s broader strategic goals. This alignment is crucial for demonstrating the value and relevance of your proposal to the economic buyer and other stakeholders.


  2. Gaining Buy-In: The support of a champion enhances your credibility and increases your chances of gaining buy-in from other decision-makers, including the economic buyer. Their endorsement acts as a powerful tool in persuading others of the benefits of your solution.


 

Conclusion

The role of a champion is both vital and multifaceted. They not only provide essential internal support and valuable insights but also facilitate crucial connections, including access to the economic buyer and overcoming friction points. By leveraging the influence and advocacy of a champion, you can navigate organizational complexities more effectively, address challenges proactively, and enhance your chances of securing approval and closing deals. Ultimately, a champion is a key ally in unlocking the path to decision-makers and ensuring the success of your sales efforts.

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