In the Miller-Heiman framework, Champions and Coaches are your allies within the customer organization. They’re the ones who believe in your solution and are willing to advocate for it, guide you through the decision-making process, and help you navigate internal obstacles.
Building strong relationships with Champions and Coaches can make the difference between winning and losing a deal. They provide critical insights, amplify your message to decision-makers, and help you position your solution as the best choice.
Who Are Champions and Coaches?
- Champions: These are the people who personally benefit from your solution’s success and are willing to actively advocate for you. They are influential and respected within their organization, and their support is critical for winning deals.
- Coaches: Coaches might not have the same level of influence as Champions, but they provide invaluable guidance. They offer insider knowledge about decision-making processes, organizational priorities, and key players.
Both roles are vital in navigating complex sales and aligning your solution with the customer’s needs.
How to Find Champions and Coaches
Finding Champions and Coaches requires listening, observing, and asking the right questions. Use AI prompts to accelerate this process:
Identify individuals within [Agency/Organization] who would directly benefit from [Solution]. Suggest ways to position the solution to gain their advocacy.
Analyze recent interactions with [Customer/Agency]. Identify potential Champions based on their enthusiasm, influence, or alignment with your solution.
Create a profile of the key decision-makers and influencers at [Customer/Agency]. Suggest which individuals could act as Coaches and why.
Developing Relationships with Champions and Coaches
Once you’ve identified potential allies, focus on earning their trust and demonstrating the value of your solution. Build these relationships strategically:
Draft a personalized message to [Champion/Coach Name], emphasizing how [Solution] aligns with their goals and addressing their top challenges.
Outline a plan for a one-on-one meeting with [Champion/Coach Name] to discuss their concerns, goals, and how [Solution] benefits their team.
Generate a follow-up email to [Champion/Coach Name] recapping key points from your conversation and outlining next steps for collaboration.
Maximizing the Relationship
Champions and Coaches are your inside advocates, but they need support to effectively champion your solution. Help them succeed by equipping them with the right tools, messaging, and guidance:
Create a short presentation or email for [Champion] to share with internal stakeholders, highlighting key benefits of [Solution] for [Agency/Organization].
Draft a quick guide for [Champion/Coach Name] on how to address potential objections about [Solution], focusing on common concerns like cost, integration, or usability.
Simulate a conversation with [Champion/Coach Name] about the decision-making process at [Agency/Organization]. Identify potential blockers and suggest strategies to overcome them.
Overcoming Common Challenges
Even Champions and Coaches need reassurance and guidance. Address common challenges they may face:
Draft a response for [Champion] to use when addressing skepticism about [Solution], focusing on ROI, usability, or past successes.
Create talking points for [Coach] to use when explaining how [Solution] aligns with organizational goals and existing priorities.
Write a plan for how to keep [Champion/Coach Name] engaged throughout the sales cycle, ensuring they stay motivated and informed.
Taking Action
- Use these prompts to identify and engage with Champions and Coaches in your accounts.
- Equip them with the messaging and tools they need to effectively advocate for your solution.
- Regularly check in to provide support, address concerns, and refine strategies together.
Champions and Coaches are critical to navigating complex sales and closing deals faster. When they trust you and believe in your solution, they become powerful allies in reaching decision-makers and overcoming internal hurdles.
If you found this helpful, share it with your team or on LinkedIn. Building strong relationships with Champions and Coaches is an investment that pays off in better deals and lasting customer relationships.