By Scott Gillum
Estimated read time: 5 Minutes

The second of four part series on how to navigate decision making blockers. 

Plot twist…in all of our research, we’ve never found Champion personalities to be true blockers. That said, they do exhibit two behavior traits making them appear as if they are blockers. 

What is a Champion personality?  A Champion is someone who is very driven and career oriented. They make things happen inside organizations. In the book, The Challenger Customer, Champions are referred to as a “Go-Getter Mobilizer” because of their willingness to champion and drive initiatives through the organization. If you’re using DISC segmentation they will be identified as Dominants

You don’t have to read the book (although you should) or use a personality profiler to identify them. Just go to their LinkedIn page and look at how many different companies and roles they’ve had. If it averages 1 new position or company every year or two, you’ve got one. Champions are very ambitious and climb the corporate ladder quickly, or they will go elsewhere. \

For example, we just finished building an ABM program for a client and found the best example of a Champion we’ve ever seen. He’s been working for 22 years and has had 19 updates (new roles) to his LinkedIn page. 

Champions are heads down doers.

Now for the downside, of all the buyers we’ll cover in this series, Champions are the most important to connect with because they drive the buying process. But, they are one of the hardest to engage. Because of their personality, they typically have a lot on their plates and are heads down on delivery. 

As a result, you (or someone in the buying group) have to attract their attention by aligning whatever you’re selling against their immediate priorities (in their field of vision), which means you need to know them. Additionally, you have to connect your solution to one of their priorities (fit) and to them personally (motivation). 

Here comes the second challenge, because of their career ambitions they are very savvy at reading the organization.  If they sense a shift in priorities, or an opportunity to get a greater reward/recognition for another initiative they may drop you like a hot potato. About a third of the “no decision” sales opportunities we evaluated had a Champion shifting priorities.   

The game plan for engaging and motivating Champions to stay in the buying process. 

  1. Research their background. I already mentioned what to check for on LinkedIn to identify them. Scan down their profiles and look for certifications and executive education posting. Note what content they are engaging with (Likes and Comments). Look at the groups they belong to and any volunteer experience. You are trying to get a 360 degree view of them as a person, not just a decision maker or budget holder. 
  2. Connect to them personally.  Now that you’ve done your homework  it’s time to use it. Of the four personality types we’ll cover, the Champion is the one most personally invested in your solution (and brand) and what it can do for them. Personalize your value proposition and DO NOT “BS” this buyer, they will read through it in a second. 
  3. Use relevant examples.  Champions like to see themselves in your examples. When pitching them make sure to use case studies or use cases in their industry. Get as close to their situation as possible. Most importantly, connect the results to what it could mean for them professionally and personally. 
  4. Show them off. They are ambitious and looking to advance their career so help them. Feature them as speakers at industry or peer conferences. Highlight their success in case studies, articles and advertising. 
  5. Understand what motivates them.  You’re in it for the long haul. If you typically have a buying process longer than a year, your Champion is critical for keeping it moving. They’re your advocate in the buying group, so arm them with the right information that motivates them to continue to fight for your solution.  
  6. Use other people in the buyer group to help sell them. Locate an “Influencer” in the organization and arm them with the information they’ll need to get the Champion excited. They love to “champion” (hence, the descriptor) other people’s ideas, especially Influencers who are “heads up” looking for something new and better.  

Unlike Challengers, which skew towards being more male, Champions skew towards being female. Not only do they get things done, they often deliver more than what is expected, which is the reason they climb the ladder so quickly.

Speaking of getting things done, their boss (and the organization) knows they’re good at driving projects forward and over delivering.  If the sales process seems to have slowed or stopped, it doesn’t necessarily mean the deal is dead.They may have been asked to take on special projects that are stalled or just a priority for the moment. 

As a result, you may find that they may have high engagement early on and then drift off. Stay in contact with them. B2B buying cycles are long, often because of a shift in priorities. If Champions still find a win in your solution they will come back to it. 

Finally, if they are successful using your solution or services they will take you with them as they advance to their next position or organization…and then they’ll be your Champion.  

To read this first installment of the series, 6 Ways to Get Through and Around Challenger “Blockers” click here.

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