MEDDIC for Presales - Champion
As presales we go deep into the technical weeds. That’s what we do to understand the what, how, and why. And we will do this through long discussions with our customer’s technical practitioners. It’s easy to point to a manager or leader amongst those practitioners as your Champion. You may be right. That Champion is likely to be there. But are you sure you have the strongest Champion? Here are some tips to ensure you properly identify your Champion and support them effectively.
First, we must remind ourselves of the characteristics of the true Champion. We’ve noted earlier how easy it is to confuse a Coach for your Champion. Your Champion will certainly be helpful and technical. However, a true Champion is the following:
one with authority, influence, and power
willing and active internal seller
has a vested interest in your success and the success of their organization
Your true Champion will have the ears of the Economic Buyer and key stakeholders. They are your most important, and likely only, route to the Economic Buyer. You true Champion has skin-in-the-game. They recognize the importance of your solution to deliver success to the organization, not just themselves. Further, appreciating the effort invested in evaluating the solution, they actively champion your offering internally.
With your Champion identified, it's time to strategize how to best bolster and work with them.
Leverage For Reach
Your Champion, like the coach, is technically informed and forthcoming. However, they don't have all the answers. Use your Champion to connect with other stakeholders, explore different use cases, and tap into deeper technical resources. They'll be eager to introduce you to experts who can address your queries. Although protective of others' time, they’re invested in your success. Always inquire about other key contacts to engage with.
Build Your Champion
Champions are cultivated, not merely discovered. To nurture yours:
Educate don’t demo. Help them grasp the comprehensive value of your solution, beyond mere features.
Set expectations. Describe a typical sales cycle. Explain MEDDIC as not just a qualifier but a blueprint for success.
Network for success. Link them with peers and satisfied customers in your network. This boosts your credibility and elevates their professional standing.
By empowering your Champion, you equip them to advocate for your solution effectively.
Make It Easy
Remember, your Champion isn't necessarily a salesperson or an eloquent presenter. Simplify their advocacy role. Instead of expecting them to assimilate and convey your messaging, offer ready-to-use content. Provide presentations, videos, case studies, and executive summaries, accompanied by explanatory notes. Personalize materials when beneficial. Be proactive in identifying instances where they might present and assist in crafting those deliverables. They'll genuinely value your support.
Your Champion stands ready to advocate for you. Ensure they're well-prepared, like a prized fighter, with the finest tools at their disposal. A strong, well-equipped Champion paves the way to assured success.
MEDDIC offers a structured approach to identifying and addressing technical and business pain points. Understanding the difference and connecting these pains empowers presales professionals to offer compelling solutions and drive successful sales engagements.
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