I Learned How Sales Champions Drive Deals Forward — Here’s What You Should Know ...

Ultimately, a sales champion isn't just a stellar deal-closer for your sales team. They're someone who takes initiative, inspires their fellow salespeople, and drives revenue growth through an innovative approach to prospecting and selling.

Sales champions are key contributors to a sales team's success. They also set the standard for excellence and foster a culture of continuous improvement for the other salespeople around them.

Now that I've explained what a sales champion actually is, next, I'll reframe and explain some common misconceptions about what they do in B2B sales.

The Importance of Sales Champions in B2B Sales

Before I go any further, here's the first thing you should know about sales champions: You should never undermine them by saying they just "bring deals home," especially if they work in B2B sales.

Here's the second thing you should know about sales champions: B2B sales are where they shine. You see, in B2B sales, things can get a bit more … complex; this means having a sales champion in your arsenal of salespeople is a huge advantage.

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's exactly where sales champions shine - they're not just deal-closers but dynamic professionals who go far beyond the basics of selling.

In the midst of the sales process, they're also in charge of doing a ton of other things that you might not immediately associate with traditional sales roles, such as:

• Managing multiple stakeholders
• Navigating complex organizational structures
• Addressing the unique concerns of decision-makers at every level
• Educating clients on industry trends and ROI projections
• Assessing how solutions fit into clients' organizational culture, processes, and values (to ensure seamless adoption)
• Negotiating contracts
• Engaging with clients post-sale

A sales champion's 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.

Now that I've identified what sales champions do during the process, let's take a closer look at how they elevate your sales strategy and help elevate your team's performance.

What Do Sales Champions Do For Your Sales Deal?

Here's the third thing you should know about sales champions: Although they're wildly popular for being awesome, they're mostly recognized for their exceptional ability to consistently deliver results, especially when it comes to securing the bag with prospects.

So, once again, sales champions should not be solely seen as deal-closers (I'll die on this hill). Instead, they should be recognized as strategic thinkers, relationship builders, and growth drivers. Here's my list of reasons why I think everyone should view them in this light:

1. Sales champions optimize every touchpoint of their interaction with a prospect.

Every interaction with a prospect is an opportunity, and sales champions don't 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.

Sales champions take "crushing it" to a whole new level. And this isn't an exaggeration, either. Check out recent data on sales strategy from HubSpot's 2024 State of Sales Report to see how high-performing sales pros have been translating their efforts into tangible results:

• Sales professionals using AI to recognize or respond to buyer emotion and sentiment are 52% more likely to exceed goals than those who don't
• 33% of high-performing sales pros are using sales productivity tools daily
• 39% of high-performing sales pros are using sales management tools in their tech stack
• Sales pros who offer buyers self-service tools are 47% more likely to be performing better than their goals this year compared to those who don't

By optimizing client interactions with AI technology and building a trustworthy tech stack, sales champions are streamlining their workflows, enhancing personalization, increasing efficiency, and maintaining momentum in the sales process.

2. Sales champions can influence prospects (without overselling).

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.

At its core, this approach helps prospects feel understood and respected, paving the way for smoother negotiations and a more positive buyer's journey; that's 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).

3. Sales champions know how to think beyond the sale.

One of sales champions' best talents? Ensuring that they position themselves (and the product/service they're 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.

By engaging with selling in this way, sales champions not only strengthen client relationships but also open the door for upselling, cross-selling, and referrals. Moreover, showcasing commitment to the prospect and their success turns them from customers to advocates, driving future growth for your company.

4. Sales champions can adapt to the evolving dynamics of a deal.

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.

That said, sales champions know how to stay attuned to changes in the client's priorities, internal politics, or market conditions during a deal, adjusting their strategies to stay aligned with what's needed to support them.

Clearly, finding (and keeping) sales champions is critical for any company or business looking to level up its sales game. Chances are, you're now thinking: How do I draw in these top performers and keep them motivated?

Well, I'll tell you one thing: It starts with understanding what drives them and creating an environment that empowers their exceptional skills. If you're a sales leader, I'll tell you how you can make this happen in the next section.

How to Attract and Engage a Sales Champion

1. If you want to attract and engage a sales champion, provide clear growth opportunities (no sugar coating).

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:

• Lay out measurable goals tied to tangible rewards (i.e., provide bonuses for hitting revenue or deal milestones)
• Be specific about what success looks like (i.e., define what it takes to transition from mid-level sales roles to senior-level sales positions and provide average timelines for promotions)
• Offer regular career development discussions (i.e., schedule regular one-on-one meetings to goal plan with your sales reps, identify skills they need to develop, etc.)

2. If you want to attract and engage a sales champion, provide transparent performance data (because gatekeeping sucks).

According to HubSpot's 2024 State of Sales Report, 17% of high-performing sales teams favor making sales team performance available, so it shouldn't come as a surprise if a really good sales professional asks for feedback and results.

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't want to just "meet goals" - for them, this is like meeting expectations - they want to understand how they contribute to the bigger picture.

3. If you want to attract and engage a sales champion, keep it 100 with them.

Honesty is the foundation of a strong sales team. And - you guessed it - 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's about challenges, expectations, or the realities of the market.

HubSpot's 2024 State of Sales Report 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'll foster a culture of support and continuous improvement that benefits everyone.

4. If you want to attract and engage a sales champion, equip them with the best of the best tech.

Sales champions excel when they have the right tools at their fingertips. Time spent

If you're looking to give your reps technology that'll equip them to tackle everything - from designing custom sales quotes to metrics reporting - HubSpot's Sales Hub might be the all-in-one solution you've been searching for.

5. If you want to attract and engage a sales champion, recognize and reward their achievements regularly.

If you want to keep your sales champions around, you'll have to go above and beyond in your acknowledgments of their great work.

Now, there are tons of ways to do this. Plus, depending on how your sales team is already structured, you may already have systems in place that spotlight their efforts monthly, quarterly, etc. However, if this isn't the case, here are a few recommendations for sharing some kudos that I think are worth both considering and implementing:

• Provide growth-oriented recognition opportunities (i.e., send your sales champion to a conference, pay for/reimburse a certification they'd like to get, etc.)
• Spotlight your sales champions' expertise (i.e., shout them out via Slack, feature them in your team's newsletter, have them lead an L&D session, etc.)
• Start a structured program (i.e., like "Sales Champion of the Month") that highlights your sales team's top performers

6. If you want to attract and engage a sales champion, involve them in the conversations (and spaces) that matter.

Retaining a sales champion means getting them involved in decisions that shape the future of your sales team. By actively inviting them into discussions and spaces that matter, you reinforce their importance to other sales folks and amplify their sense of ownership over their sales team's success and strategic direction. This could look like:

• Including them in planning sessions for quarterly sales goals
• Tasking them with representing their sales team in cross-departmental projects and initiatives
• Asking them to introduce and integrate their strengths (whether it be with prospecting, closing, or research and discovery) into your company's broader sales strategy

7. If you want to attract and engage a sales champion, give them the resources and ongoing support they need to be successful.

Just like you and me, a sales champion can't do good and be great without the right support. Thus, providing the right resources for them is non-negotiable, especially if you expect them to continue producing exceptional results for your sales team. This could look like:

• Equipping them with tools that streamline their workflows
• Maintaining a healthy, supportive sales environment that prioritizes communication, collaboration, and growth
• Offering them accessible information (market research, forecasting stats, playbooks)

8. If you want to attract and engage a sales champion, align their goals with your company's broader strategic efforts.

Last but not least, you can't embolden a sales champion to do their best without showing them where they exist in the grand scheme of things. If you're a sales leader, you can start doing this by zeroing in on how their individual performance metrics connect to larger company goals. For example, if your company's strategy includes penetrating a specific vertical, position their targets as a critical component of that initiative.

By clarifying these connections, you empower sales champions to see their work as more than just hitting quotas - it becomes an integral part of driving your company's mission forward. This clarity not only motivates them to excel but also instills a sense of pride and purpose in their role, further strengthening their engagement with your organization.

Want to Seal a Deal? Trust a Sales Champion

All-in-all, sales champions inspire their fellow sales folks to bring a standard of energy, excellence, and expertise to every interaction they have. And now that you've reached the end of this article, I hope you can admit three things:

• Sales champions don't just sell
• You can find (and keep) a sales champion … as long as you court them in the right ways (if you're not courting your talent, you're not doing it right!)
• Anyone can become a sales champion with encouragement, time, and tools

Whether you're looking to build a killer sales team or elevate your company's sales strategy, investing in your sales champions is a move that definitely pays dividends. After all, when your best reps feel valued and supported, there's no limit to what they - and your business - can achieve.

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