From the course: Cold Calling: Overcoming Sales Objections
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Champions and decision makers
From the course: Cold Calling: Overcoming Sales Objections
Champions and decision makers
- So before I go into exactly how you should respond to this objection, I wanted to clarify champions and decision makers to you. There's a very stark difference between them, but they can both be used to your advantage, so you really need to know the difference. Decision makers are exactly what they say on the tin. They're the ones who make the decision of whether the business or themselves purchases the product or service. So they're usually in a position of power, and they're usually pretty clear from early on in the sales process. Or at least if they're not, then you should definitely establish who is. Champions are stakeholders, and they often have the ear of the decision maker. So the decision maker usually listens to their input, and sometimes they actually value that over their own opinion. So an onside champion is an extremely strong advocate to have for your cause. They're often seen as a non-biased entity,…
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