Identifying Champions: what to look for
Correctly identifying Champions early in the sales process will significantly impact the conversion rate of your opportunities.
Champions, described under the MEDDIC/MEDDPICC methodology, are key individuals within a prospective client’s organisation who advocate for your solution, influence decision-making, and help you navigate internal processes. Considering that approximately 70% of buying conversations happen without the vendor present, it’s vital to build these crucial personas into your sales process for faster conversions.
Recognising and leveraging these Champions can be the difference between closing a deal and losing out to a competitor – or even to a “do nothing” decision or shifting priorities. In this blog, we’ll explore why identifying Champions early matters and share practical tips on how to do it effectively.
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Why identify Champions early?
Identifying Champions early in the sales process is more than a nice-to-have – it’s a strategic necessity. Engaging the right Champion early gives you a head start in understanding the organisation, influencing the right people, and building lasting trust. Here’s why it matters:
- Accelerate the sales cycle
Champions can fast-track the sales process by providing insights into the organisation’s decision-making criteria, timelines, and likely roadblocks. Their internal influence helps you navigate complex procurement steps more smoothly. - Increase win rates
Champions are your internal advocates. They believe in your solution and will actively persuade other stakeholders of its value. Their endorsement significantly boosts your chances of success. - Gain a competitive advantage
Identifying Champions early gives you a strategic edge over the competition. They can offer critical intelligence about the internal landscape, allowing you to tailor your approach and overcome objections before they arise. - Build stronger relationships
Champions often evolve into long-term allies. Establishing a solid relationship early not only helps close the current opportunity but also lays the groundwork for future deals and referrals.
The challenge is – while it’s easy to understand the importance of having a Champion, spotting a real one is tough. Our own assumptions or optimism can easily mislead us into thinking we’ve found one when, in fact, we haven’t. Read our blog on labelling Champions if you’re concerned you haven't found the right Champion.
Markers of a Champion
So, what should you be looking for? A true Champion will demonstrate four key traits that you should identify and qualify throughout the sales process:
- Power and influence
Champions wield significant influence within their organisation. While they’re unlikely to be the final Economic Buyer, they have the ear of those who are. Look for people who are respected by their peers and have a track record of pushing through change. Their ability to influence others is a hallmark of a true Champion. - Track record for making cases for change
Champions are often change agents. They’ve successfully led or supported new initiatives, technologies, or ways of working in the past. This experience means they know how to build a strong case and navigate internal resistance – essential for helping your deal close predictably. - Something to gain
Champions aren’t “selling for you” out of goodwill – they have something to gain. Whether it’s driving efficiency, saving costs, or boosting their department’s performance, they support your solution because it furthers their own goals. Understanding what motivates them helps strengthen your value proposition. - Access (and gives you access) to the Economic Buyer
Champions have access to the final decision-makers and can open the right doors at the right time. Look for individuals who regularly interact with senior leaders and can help you reach those with commercial authority.
Tips for finding your Champion
Finding your Champion isn’t a one-and-done exercise. You’ll need to "date around" a bit to be sure you've found the right person. Don’t settle for the first enthusiastic voice in the room. Here’s how to be more certain:
- Ask the right questions
Speak to multiple stakeholders and probe for insight. Questions like “Who stands to benefit the most from this solution?” or “Who typically makes the final call on something like this?” can lead you to potential Champions. - Test their commitment
A real Champion will be willing to act. Ask them to do something concrete – arrange a meeting, share internal insights, or speak up on your behalf. If they step up, you may well have your Champion. - Assess their influence
Watch how others respond to them. Do they command attention in meetings? Are they respected and listened to by senior figures? Influence is a critical trait of a true Champion. - Look for consistent engagement
Champions stay involved. Track their participation, responsiveness, and willingness to provide feedback. If they’re engaged across the sales cycle, that’s a good sign that they have something to gain. - Validate with other stakeholders
Don’t rely solely on your own interactions. Ask others internally what they think of your potential Champion – their insights can confirm whether you’ve made the right call.
By investing the time to evaluate potential Champions thoroughly, you ensure that your key advocate is well-placed to help you close the deal.
Conclusion
Identifying Champions early in the sales process is critical to accelerating timelines, increasing your win rate, and gaining a competitive edge.
By recognising and cultivating the right individuals, you’ll build stronger relationships, confidently navigate complex buying processes, and close more business. Use the tips above to refine how you identify and work with Champions – and watch your enterprise sales performance improve.
This blog is the first in our "Champion Series" of 6 blogs and live member webinars.
Become a member today to join our exclusive member webinars and gain access to a host of valuable MEDDPICC resources.
