In a world where face-to-face meetings are becoming a rarity, how do you build Champions virtually within the MEDDIC framework? The answer lies in strategic identification, development, and testing.
Developing and leveraging Champions has always been a core component of MEDDIC, and within the broader MEDDPICC methodology, it remains just as critical. But how does this process adapt to a virtual setting? Dick Dunkel, the creator of MEDDIC, offers invaluable insights into this modern challenge.
The first step in building a virtual Champion is identification. Dick suggests starting by identifying the Economic Buyer and then working backward to find potential Champions: people with a vested interest in the value your solution delivers who also have access to that senior executive. This is prospecting with intent.
Experienced sellers know that the person hosting a virtual meeting is likely not your Champion, but could be a coach. One effective technique is to ask challenging questions during Zoom calls that prompt the audience to look to the leader for answers.
Key Questions to Ask:
"Can you share some insights into your business's current challenges?"
"Who in the senior leadership would be most interested in our solution?"
"How does your company stand in comparison to marketplace competitors?"
"Can you tell me about a past project that was a resounding success?"
Developing Virtual Champions
Once you've identified a potential Champion, the next step is development. It takes real investment of time and effort to fully educate this person about your solution and your business. Your Champion needs to believe in you, your solution, and your company. Even in a virtual setting, the 1:1 time you spend developing that relationship allows for more personal conversations that wouldn't happen in a group setting.
Schedule one-on-one virtual coffee meetings to discuss the project in detail.
Prepare for and debrief from key online (or in-person) meetings together.
Share exclusive insights or early releases related to your solution.
These touchpoints are excellent opportunities to strategize, build trust, and deepen the relationship.
Testing Virtual Champions
The final step is testing. A true Champion won't just support you, they'll actively influence all other elements of MEDDPICC, from identifying Metrics to gaining access to the Economic Buyer, shaping Decision Criteria, and helping you strategize against the competition.
As Dick puts it: "In virtual selling, Champion development is still about personal interactions, education, and building trust. It's the time spent together before and after important online meetings. It's the ad hoc conversations about the value story you're building together and overcoming challenges."
Building Champions virtually isn't just possible; in today's digital-first world, it's essential. By following Dunkel's approach to identification, development, and testing, you can successfully navigate the challenges of virtual selling and build the internal advocates your deals depend on.
FAQ
A. Start by identifying the likely or potential Economic Buyer and then work backward to find potential champions. Use strategic questioning during virtual meetings to gauge leadership dynamics.
A. Invest time and effort in educating the potential champion about your solution and your business. Build trust and make them believe in you and your offering.
A. Ask for their help in preparing for important calls and debriefing afterward. A true champion will assist you and impact every other element of MEDDPICC.