The Audible-Ready Sales Podcast Aligning With Your Champion
9 snips
Jun 27, 2023 
Brian Walsh, a seasoned sales leader and champion development expert, shares critical insights on aligning with your sales champion. He explains the importance of distinguishing between ‘big-R’ and ‘little-R’ relationships for effective champion support. Walsh argues against vague check-in emails, recommending more purposeful outreach. He emphasizes the need for shared timelines and actionable next steps in meetings. Finally, he advocates for authentic recognition of champions to elevate their status, ensuring they're valued throughout the sales process.
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Champion As Conductor
- A champion is powerful but rarely alone enough to win a complex deal; sellers must build the broader collective.
- Treat champions as conductors and actively help them align the other stakeholders and their metrics.
Never 'Just Check In'
- Don't "check in" without purpose; always reach out with a specific, valuable reason for the champion.
- Use clear subject lines and concrete next steps so your outreach helps the champion, not wastes their time.
Own The Next Step
- Own the next step in meetings and plan the following two or three actions before you leave.
- This prevents gaps that delay the deal and relieves champions who may not know the next moves.
