Distinguishing between a coach and a champion—and validating a true champion—is a must for significantly increasing the odds of winning your deal. In fact, at one of my previous companies, we did a study of over 300 opportunities to identify the the impact of having a Champion in a deal and the outcome was that when a deal had a high level champion, the win rate jumped to 90%.
The challenge is many sales reps think they have a Champion when in reality, they have a Coach. This Meddic Monday covers identifying the difference between a Coach and a Champion. We will also take it one step further and give you three ways you can test your Champion.
Distinguishing Between a Coach and a Champion
Role and Influence
Coach: A coach is usually supportive, sharing information and guidance but may lack decision-making power or influence over others in the buying decision.
Champion: A champion has strong influence, advocates internally for your solution, and actively works to ensure that the decision-makers see your product in a favorable light. They believe in the value of your product and want it to succeed within the organization.
Motivation and Actions
Coach: Coaches provide helpful feedback and often act as a guide but aren’t necessarily as invested in the deal’s outcome. They may not go out of their way to influence the decision.
Champion: Champions are more committed to the deal’s success. They will go the extra mile to help overcome objections, influence decision-makers, and get the right people involved.
Access and Credibility
Coach: Typically gives access to information and insights about the organization but may not have direct relationships with key decision-makers.
Champion: Champions provide access to other influencers and decision-makers within the organization. They have credibility and may even attend important internal meetings where the solution will be discussed.
Testing If a Champion is Truly a Champion
The Access Test: Ask your contact if they can introduce you to higher-level decision-makers or key influencers in the organization. A real champion will leverage their influence to make this introduction because they see the solution as valuable.
The Objection Test: Share a potential objection or a challenge about the deal and observe their reaction. A champion will actively work with you to overcome objections or reassure you about internal alignment. A coach may acknowledge the challenge without solid commitment.
The Advocacy Test: Ask the champion how they would pitch the solution to others in their organization. This helps reveal whether they genuinely advocate for the solution or simply provide information without actively pushing it forward.
The “Skin in the Game” Test: Champions are vested in the solution’s success and can articulate the personal or professional impact they expect if the solution is implemented. Ask them how this solution affects their own objectives.
Having a coach is great, but having a Champion is better. Knowing the difference and building that coach into a Champion can mean the difference between a Win and a loss.
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