What is a champion in sales?
Someone inside the buyer's company who wants the change and will make the case for it.
What it means
A champion is a person inside the buyer's company who wants the change to happen and will make the case for it when you are not in the room. Champion is one of the letters in the MEDDIC and MEDDPICC checklists. The Miller Heiman map uses a similar role called the Coach, an inside guide.
A champion is not the same as a friendly contact. A champion has a reason to want the change and is willing to spend some of their own credibility on it.
What it means for a sales email
Write emails your champion can forward. A short recap in plain words about the company's priority, with no jargon and no inside references, does part of their job for them. Give them the words they need to explain the idea to their boss.
You usually find a champion in conversations, not in a first email. Someone who asks good questions, shares inside detail, and offers to bring in others may be one.
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