MEDDICC champions as guarantors of success in sales
MEDDICC CHAMPIONS AS GUARANTORS OF SUCCESS IN SALES
No champion, no deal! This is how the creators of the MEDDICC qualification method put it themselves. Door openers, sparring partners, customers: Champions are real key figures in the sales process. Of course, numerous success factors in the sales process have to work together for a deal. You can hardly actively shape some of them without the support of champions. This makes it all the more important that you can count on a champion in every deal. But first things first: What makes champions, how do you find them and how do you reach the goal together?
So important that one champion is hardly enough
Good champions combine three key characteristics: Firstly, they not only have influence and power, but also have a genuine interest in reaching a deal with you. Thirdly, they are active themselves and promote your offer within the company. If this willingness is lacking, things can become difficult. After all, a contact who does not take your side is unlikely to get you anywhere. In the worst case scenario, it may even be a counter champion: the competition was more convincing and has already secured their support. If, on the other hand, a contact who genuinely supports you lacks influence, you should still keep at it. Although this "false champion" will not make a decision, they can still promote your offer within their sphere of influence as an internal advocate.
How to FIND your champions in sales practice
Your counterpart from the cold call or discovery call is the starting point: by convincing your contacts of the added value of your offer, you make a start. It's not just about what the entire company or business unit stands to gain from introducing your product or service. In order to awaken their own initiative, there must also be something in it for the champion themselves. How does the deal support the personal goals of your counterpart? You need to answer these questions.
Your first point of contact does not necessarily have to be a champion. There are many different reasons for this. Even if it works: Two champions are better than one. Look to the right and left as early as possible in the process. Use follow-up appointments such as a product demo to establish contact with other interest groups on the prospect's side. So make sure that the right people are present! Regardless of the appointment: you don't just need to convince them professionally, you also need to build a relationship so that your contacts open up. After all, it is quite normal not to give deep insights into the company's inner workings right at the start. It's great if you get on well with your champions. But don't forget that the common goals determine the relationship. Champion and sales employee want to make the deal a success together. Each party benefits from this in their own way.
Shine together: showcasing the champion
The common goal between the champion and the sales team is clear. It's like doubles in tennis: no matter what happens, you win or lose together! But you can't accompany your champion to every match. Champions have to be convincing internally without you. Ergo: The ideal champion should be able to pitch for you. You equip him with the necessary arguments.
- Why is your solution the best for the application?
- Why should the company buy from you?
- Why is it necessary to buy the solution now and not later?
Indispensable for this: Always check together whether the champion can still represent your argument in the same way. If new players emerge, this often makes it necessary to adjust the presentation of added value. You need to maintain presentations and business cases for the prospect throughout the entire sales process. Good collaboration is rewarded: in the end, you and your champion take the deal in your stride and stand together on the winner's podium - each with their own individual benefits.
Modern sales puts the champion at the center
Real champions provide information that you can use to drive the sales process forward in your favor. Champions are the linchpin for sales success: they are so crucial that you should secure several champions as early as possible. This is because champions also influence the other factors for successful deals:
Economic Buyer
Champions create the necessary attention among economic buyers. They argue to them why a purchasing decision is necessary and thus get the process rolling. Just as important: Champions share their well-founded preference for your offer. You can also use champions to make direct contact with the decision-makers at the right time in the sales process.
DECISION CRITERIA AND PROCESS
Which instances do purchasing decisions go through in the champion's company? By providing this insight, the champion makes the timeline for the sales process transparent. You can also ask the champion about technical, legal or relationship-related criteria for a deal at an early stage. Thanks to their experience, you are prepared for potential stumbling blocks and will not be thrown off course.
KEY FIGURES
The key figures by which the prospect measures competing offers are not set in stone. You can influence them in a targeted manner in exchange with your champions. That's why it's your job to expand the problem pool based on the champion's description. There is often something even bigger behind the perceived challenge. If you attack this and make the benefits of your solution tangible, you will be one step ahead of the competition.
COMPETITION
Of course, your product or service stands for itself. At the same time, you should not ignore the competitive situation. Where do competing providers stand and have they found their own internal advocates who could pose a threat to you? Your champions will know the status of the sales process and keep you up to date.
Economic Buyer
Champions create the necessary attention among economic buyers. They argue to them why a purchasing decision is necessary and thus get the process rolling. Just as important: Champions share their well-founded preference for your offer. You can also use champions to make direct contact with the decision-makers at the right time in the sales process.
Key figures
The key figures by which the prospect measures competing offers are not set in stone. You can influence them in a targeted manner in exchange with your champions. That's why it's your job to expand the problem pool based on the champion's description. There is often something even bigger behind the perceived challenge. If you attack this and make the benefits of your solution tangible, you will be one step ahead of the competition.
Decision criteria and process
Which instances do purchasing decisions go through in the champion's company? By providing this insight, the champion makes the timeline for the sales process transparent. You can also ask the champion about technical, legal or relationship-related criteria for a deal at an early stage. Thanks to their experience, you are prepared for potential stumbling blocks and will not be thrown off course.
Competition
Of course, your product or service stands for itself. At the same time, you should not ignore the competitive situation. Where do competing providers stand and have they found their own internal advocates who could pose a threat to you? Your champions will know the status of the sales process and keep you up to date.
Conclusion: Champions at the center of the sales process
Champions can do a lot internally to ensure the success of your sales process. However, you need to do this in advance. Win over influential people at the prospect and work together to close the deal. In doing so, you make a decisive contribution to making your champion capable of acting. In return, they will receive the desired solution that best supports their personal and organizational goals. Such successful deals are characterized by one thing: The sales team keeps track of champions and all other factors and develops the opportunity in a targeted manner. You can find out how to do this in the white paper on the right questions to ask in the sales process - inspired by MEDDICC.
