Passing the Baton of Power
In sales, getting access to a key influencer or decision maker can sometimes feel like navigating a maze. A simple technique called "passing the baton of power" can help you solve that maze. It’s summarized below.
Not All Champions are Created Equal
First, it’s important to understand the difference between a coach and a true champion within an opportunity you’re pursuing. A coach might want you to succeed, but they won’t necessarily put their social and political capital on the line for you. A real champion will. They’ll actively advocate for your solution.
To figure out if you have a real champion, ask this simple but powerful question:
"[Name], let me ask you something. I know this isn’t your call – it’s got to go to the committee. But if this decision were entirely up to you, with no other stakeholders involved, would you move forward?"*
Pay close attention to their response. If it's anything less than an enthusiastic "Yes," whatever you heard was a “No.”
If they say yes, follow up with: "That’s great to hear! Tell me why." This lets you see how they’d present your solution internally—and how committed they really are to your solution.
Here’s a variation you can use or adapt. It’s important to develop a version of this question that feels comfortable coming out of your mouth.
"I know you and your team have invested a lot of time with us, and I understand the final decision is with [decision maker]. But if it were 100% your call, would you do this today?"
Don't shy away from direct conversations and direct questions like this. Many sales professionals hesitate, worrying that they will somehow damage the relationship. The reality is, a true champion will respect your honesty and your directness at this point. You’ve put in the work to build a solid relationship—so you’ve earned the right to ask tough questions.
The Goal: A Seat at the Table
What next? Well, your goal isn’t just to have a friendly contact and a good conversation—it’s to get in front of the decision maker. Instead of asking permission (“Can you and I meet with so-and-so?”), take a more strategic approach that demonstrates mutual value – and passes the baton. It might sound like this:
“[Name], I appreciate you sharing all of this with me. It’s very helpful. Obviously, you have a huge role to play here because of your expertise in A, B, C. And of course, I have a role to play, too, because of the experience our organization brings to the table in the areas of X, Y. Z. Now, typically, at this stage of our process, what would happen next is that you and I would schedule a slot on [Decision Maker’s] calendar and talk about the best ways to move forward. What’s the best way to make that happen?”
Again – we are not asking for permission. We are saying what typically happens next in this situation, and asking our champion what the best way is to make that happen. This is how you pass the baton of power!
Pro Tip: Use social proof and third-party success stories to minimize any perceived risk. Be sure to emphasize that both you and your champion will each play key roles in getting the right decision made.
The key strategies to remember here are:
- Find champions who will *actively* push for your solution.
- Ask direct questions about their commitment.
- Understand how they’d sell your solution internally.
- Be upfront about your sales process.
Red flags to watch for include:
- Vague responses or lukewarm enthusiasm.
- Reluctance to introduce you to decision makers.
- No clear path forward.
Hesitation when asked direct questions about next steps.
Don’t Push!
Passing the baton of power isn’t about pushing people to do something they otherwise wouldn’t do—it’s about creating a clear, strategic path to the key players that makes sense to both you and your champion. Qualify your champions, ask for their help in understanding the internal dynamics, and pass the baton of power. You’ll turn more opportunities into closed deals.
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