Transcription
In this month's episode of Dos and Don'ts, we're taking a dive into the secret sauce of MEDDPICC, specifically the Champion! And by the end of the video, you know exactly how to make an ally out of them. Let's go!
This is a definite do: Make sure you're building a Champion deck for your Champion to use internally to be able to sell on your behalf. Bonus points if you make it in their branding. Definitely do, find their personal win. Make sure you understand what's in it for them. Make sure they're getting something out of this engagement, and really use that as the reason to frame the urgency. Hey, we know that we wanted to solve this problem. We talked about this specific Metric that we can impact. Because of that, we really need access to the Economic Buyer. We really need maybe some data that they're going to have a hard time finding. We really need to be honest with ourselves about what the problem is. So make sure that you know what's in it for them so that you can frame that against your urgency and your sales process.
Don't just focus all your time on one Champion, as in some cases you may have multiple Champions. Don't. Don't. Email, text, call, email, text, call, back to back with no answer. Nobody likes desperate.
One thing you should always do is reinforce the three why's. The three why's could always be changing, so reinforce them and document them so your Champion can sell for you internally. And as a member of the marketing team, this is a definite do: Make sure you're working with your marketing teams on Champion personas so they can target them through promotion and events. Make sure you do have fun with your Champion. It's essential to ensure that buying from you is a fun and enjoyable experience for your champion, as ultimately people buy from people.
Don't ever go behind your Champion's back. If you're seen as cutting under them, going above their head, if they really are a Champion, they're really not going to appreciate it. If you have to do that, typically, they aren't a Champion anyways, because they're not selling internally on your behalf, and they don't really have a vested interest in your success that you framed up against what they can do with you.
Do give special access to people and information about your organization. Your Champions should feel like they're on your team. This is a definite do: You are only as strong as your Champion, so make sure you take the time and the effort to educate them. And don't just rely on your Champion. Make sure your SE’s and building of technical Champions in the organization as well.
So an absolute don’t is do not sugarcoat anything to your Champion. We spend a great deal of time developing our Champions to tell us what we need to know, not what we want to know. So we absolutely recommend you do the same for them.
So here's a few takeaways to remember: Do work with your marketing teams to align on a Champion persona so they can target them via events or promotion. Do find their personal wins. Ensure they're getting something out of it too, and use that to frame the reason for your urgency. Don't email, text, call, email, text, call back to back with no answer. Nobody likes desperate! Don't sugarcoat information about pricing, implementation, etc. they already think you're exaggerating, so if you tell the truth, they will trust you more.
Thanks for watching. Got a favorite Champion tip? Let us know in the comments below!