Champions: How To Influence Client Conversations

In episode 4 of the Growthitect Podcast we dive into two projects that Alexander Buckeridge, an architect based in NYC, is trying to win.

But he’s just getting started.

He just launched his new firm.

And he’s a team of one.

And guess what? I still think he’s in a really good position to win some work with each project.

Here’s why:

He’s leveraged his network to create the perfect situation for “champions” on the client’s side of the table. In fact, both of these opportunities came to him via champions.

In our consultation, I walk Alexander through how he can use his champions to advance his chances of winning each project, specifically.

Let’s dive into what a champion is and how you can leverage them to increase your win rate with high-quality clients.

What is a champion?

A champion is a stakeholder within a prospective client’s organization who advocates for your services.

They’re your internal ally, working behind the scenes to push your proposal forward.

Here are the characteristics of a champion:

• Influential but not the ultimate decision maker: They have the ear of key decision-makers and can sway opinions in your favor.

• Believes in your value: They see the potential benefits of your services and are willing to stand behind your proposal.

• Active advocate: They talk up your proposal, highlight its benefits, and counter any objections from within their organization.

For smaller projects, champions are often people like family members, spouses, or kids.

For larger projects, champions are often people like board members, associates/managers, company leaders, or governing boards.

Why are champions important for architects?

The vast majority of contract decisions, especially with regards to hiring an architect, are not made alone.

There may be one or two people that are the key decision-makers (the people that actually sign-off of the contract), but there’s usually a slew of other influencers.

Champions help to:

• Influence decision-making: Champions can sway the decision-making process by providing a trusted internal voice that supports your solution.

• Build trust and credibility: When someone inside the client organization endorses your work, it adds a layer of credibility you can't achieve alone. It's like having an irresistible testimonial.

• Provide insight into internal dynamics: Champions share insights into the organization’s decision-making process, budget constraints, and key priorities, helping you tailor your proposal to meet their needs.

Steps to find and utilize champions

Now that you know what a champion is and why they’re important, let’s dive into exactly how you can use them.

01 // Identify potential champions

Look for advocates within the organization who have shown enthusiasm for your work or have previously collaborated with you successfully.

• Look for advocates: Identify individuals who have shown enthusiasm for your work. Sometimes, these are people in your network that told you about the project (like it was for Alexander). Other times, you’ll have to pay close attention during your meetings and calls.

• Understand their influence: Assess their influence based on role and network. How? Be sure that you ALWAYS ask everyone in a meeting to introduce themselves and explain their role in the process.

• Build relationships: Cultivate strong relationships through regular interactions. Reach out to these champions more than others - send them follow-up emails, invite them to lunch, and make an effort to build a relationship.

02 // Engage and empower champions

Make sure your champions fully understand your value, your benefits, and how your solutions aligns with the organization’s goals.

• Educate and inform: Ensure they understand your unique solution and the benefits it provides relative to the organizations goals.

• Provide resources: Equip them with tools like case studies, testimonials, and “cheatsheets” the make your main points easy to relay and understand.

• Maintain regular communication: Keep in touch to address any concerns. Ask about their review schedule and give them a call after each meeting. You want to stay as close to the process as possible.

03 // Leverage champions during the sales cycle

It’s your job to return the favor, so to say, and ensure that your champions are as involved as possible.

• Involve them in meetings: Invite them to key meetings with decision-makers and be sure to ask them for feedback during and after those meetings.

• Seek their feedback: Regularly get their input on your ideas and proposal - help them be an active participant. This is one of the things I told Alexander - meet with your champions before sharing your proposal with the whole organization to get their thoughts and suggestions.

• Recognize their efforts: This goes without saying, but be sure to generously acknowledge and appreciate their support. If you have a budget set aside for business development, then pay for their meals, drinks, or tickets whenever you meet.

TL;DR

Champions are an invaluable part of the sales cycle for architects. They help build trust, provide inside information, and advocate for your proposal within their organization.

To maximize your champions:

1. Identify who they are

2. Engage and empower them with knowledge

3. Leverage them frequently during the sales cycle

And take a listen to Episode 4 of the Growthitect Podcast if you want to hear me coach Alexander through the process of utilizing Champions.