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<\/a><\/p>\nWhat I found most surprising is how simple yet effective their methods are \u2014 no magic tricks, just intentional actions that make a big impact. All sales champions employ specific strategies<\/a> and have particular mindsets that allow them to constantly drive deals forward. And the best part? I\u2019ll tell you how to recruit one in under 10 minutes (especially if you read this piece in full). In this article, I\u2019ll explain what a sales champion truly is, the importance of having one in your sales squad, and, most importantly, how to get one on your side.<\/p>\n Let\u2019s get it cracking.<\/p>\n Table of Contents:<\/strong> <\/a> <\/p>\n Ultimately, a sales champion isn\u2019t just a stellar deal-closer for your sales team. They\u2019re someone who takes initiative, inspires their fellow salespeople, and drives revenue growth through an innovative approach to prospecting and selling.<\/p>\n Sales champions are key contributors to a sales team\u2019s success. They also set the standard for excellence and foster a culture of continuous improvement for the other salespeople around them.<\/p>\n Now that I\u2019ve explained what a sales champion actually <\/em>is, next, I\u2019ll reframe and explain some common misconceptions about what they do in B2B sales.<\/p>\n <\/a> <\/p>\n Before I go any further, here\u2019s the first thing you should know about sales champions: You should never undermine them by saying they just \u201cbring deals home,\u201d especially if they work in B2B sales.<\/p>\n Here\u2019s the second thing you should know about sales champions: B2B sales<\/a> are where they shine. You see, in B2B sales, things can get a bit more \u2026 complex; this means having a sales champion in your arsenal of salespeople is a huge advantage.<\/p>\n When it comes to B2B sales, relationships, strategic alignment, and trust determine the success of everything, from initial prospecting to long-term client retention. And, just as I mentioned, that\u2019s exactly where sales champions shine \u2014 they\u2019re not just deal-closers but dynamic professionals who go far beyond the basics of selling.<\/p>\n In the midst of the sales process, they\u2019re also in charge of doing a ton of other things that you might not immediately associate with traditional sales roles, such as:<\/p>\n A sales champion\u2019s ability to handle these nuanced tasks ensures that deals not only get closed but, additionally, create lasting value for both clients and your company. These skills are what sets them apart as key players in driving long-term success.<\/p>\n Now that I\u2019ve identified what sales champions do during the process, let\u2019s take a closer look at how they elevate your sales strategy and help elevate your team\u2019s performance.<\/p>\n <\/a> <\/p>\n Here\u2019s the third thing you should know about sales champions: Although they\u2019re wildly popular for being awesome, they\u2019re mostly recognized for their exceptional ability to consistently deliver results, especially when it comes to securing the bag with prospects.<\/p>\n So, once again, sales champions should not be solely seen as deal-closers (I\u2019ll die on this hill). Instead, they should be recognized as strategic thinkers, relationship builders, and growth drivers. Here\u2019s my list of reasons why I think everyone should view them in this light:<\/p>\n Every interaction with a prospect is an opportunity, and sales champions don\u2019t just know this, but they make the most of it. From the initial discovery email or phone call to the final contract negotiation conversation, they ensure every touchpoint adds value for the prospect.<\/p>\n Sales champions take \u201ccrushing it\u201d to a whole new level. And this isn\u2019t an exaggeration, either. Check out recent data on sales strategy from HubSpot\u2019s 2024 State of Sales Report<\/a> to see how high-performing sales pros have been translating their efforts into tangible results:<\/p>\n By optimizing client interactions with AI technology<\/a> and building a trustworthy tech stack, sales champions are streamlining their workflows, enhancing personalization, increasing efficiency, and maintaining momentum in the sales process.<\/p>\n One of the hallmarks of a sales champion is their ability to persuade without taking it too far. As opposed to throwing out empty promises and pushing out generic pitches during prospecting, sales champions focus on presenting value rather than applying pressure on customers, which creates more space for fostering trust and genuine connections.<\/p>\n At its core, this approach helps prospects feel understood and respected, paving the way for smoother negotiations and a more positive buyer\u2019s journey<\/a>; that\u2019s why it works. By emphasizing relevance and authenticity, sales champions are able to build relationships that lead to stronger, long-term partnerships (and fewer transactional interactions, which we know folks typically hate).<\/p>\n One of sales champions\u2019 best talents? Ensuring that they position themselves (and the product\/service they\u2019re selling) as a solution for the customer. This forward-thinking mindset often involves introducing additional resources, offering post-sale support, even proactively identifying opportunities to enhance the client experience for a prospect.<\/p>\n By engaging with selling in this way, sales champions not only strengthen client relationships but also open the door for upselling<\/a>, cross-selling<\/a>, and referrals<\/a>. Moreover, showcasing commitment to the prospect and their success turns them from customers to advocates, driving future growth for your company.<\/p>\n Deals are rarely linear. You know this. I know this. Sales champions damn sure know this, too. Luckily, they excel at navigating the twists and turns that come with the territory of selling.<\/p>\n That said, sales champions know how to stay attuned to changes in the client\u2019s priorities, internal politics, or market conditions during a deal, adjusting their strategies to stay aligned with what\u2019s needed to support them.<\/p>\n Clearly, finding (and keeping) sales champions is critical for any company or business looking to level up its sales game. Chances are, you\u2019re now thinking: How do I draw in these top performers and keep them motivated?<\/em><\/p>\n Well, I\u2019ll tell you one thing: It starts with understanding what drives them and creating an environment that empowers their exceptional skills. If you\u2019re a sales leader, I\u2019ll tell you how you can make this happen in the next section.<\/p>\n <\/a> <\/p>\n Sales champions are driven by ambition and a desire to excel, so providing them with a clear path to advancement is crucial. How can you do this? Here are my recommendations:<\/p>\n According to HubSpot\u2019s 2024 State of Sales Report<\/a>, 17% of high-performing sales teams favor making sales team performance available, so it shouldn\u2019t come as a surprise if a really good sales professional asks for feedback and results.<\/p>\n That said, provide clear and consistent access to key metrics, from individual performance stats to team-wide sales trends. Transparency allows sales pros to assess their progress, identify areas for improvement, and strategize effectively. Sales champions don\u2019t want to just \u201cmeet goals\u201d \u2014 for them, this is like meeting expectations \u2014 they want to understand how they contribute to the bigger picture.<\/p>\n Honesty is the foundation of a strong sales team. And \u2014 you guessed it \u2014 sales champions value transparency above all else. The best way to foster this transparency is to create a culture where open communication is the norm, whether it\u2019s about challenges, expectations, or the realities of the market.<\/p>\n HubSpot\u2019s 2024 State of Sales Report<\/a> revealed that 20% of high-performing sales teams think that collaboration and knowledge-sharing have served them well. So, by encouraging things like natural mentorships, team syncs, and peer-to-peer collaboration, you\u2019ll foster a culture of support and continuous improvement that benefits everyone.<\/p>\n Sales champions excel when they have the right tools at their fingertips. Time spent<\/p>\n
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The Importance of Sales Champions in B2B Sales<\/h2>\n
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What Do Sales Champions Do For Your Sales Deal?<\/h2>\n
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<\/p>\n1. Sales champions optimize every touchpoint of their interaction with a prospect.<\/h3>\n
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2. Sales champions can influence prospects (without overselling).<\/h3>\n
3. Sales champions know how to think beyond the sale.<\/h3>\n
4. Sales champions can adapt to the evolving dynamics of a deal.<\/h3>\n
How to Attract and Engage a Sales Champion<\/h2>\n
1. If you want to attract and engage a sales champion, provide clear growth opportunities (no sugar coating).<\/h3>\n
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2. If you want to attract and engage a sales champion, provide transparent performance data (because gatekeeping sucks).<\/h3>\n
3. If you want to attract and engage a sales champion, keep it 100 with them.<\/h3>\n
4. If you want to attract and engage a sales champion, equip them with the best of the best tech.<\/h3>\n
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