In sales, accessing 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 essential to understand the difference between a coach and a true champion in 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:
"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 are to it.
Here's a variation you can use or adapt. Developing a version of this question that feels comfortable coming out of your mouth is important.
"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. In reality, a true champion will respect your honesty and directness at this point. You've worked to build a solid relationship and 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:
"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, and C. And, of course, I have a role to play, too, because of the experience our organization brings to the table in X, Y, and Z. Now, at this stage of our process, what would typically 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 state what typically happens next in this situation and ask our champion how 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 perceived risk. Be sure to emphasize that you and your champion will each play key roles in making the right decision.
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 the 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 you and your champion within the organization. So, 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.
FREE REPORT |
20 Tested Sandler Chat GPT Prompts for Salespeople Focus on proven approaches and ideas that connect to the most popular AI applications for salespeople. The strategies outlined in our guide fulfill two essential criteria: alignment with the Sandler Selling System and success in practice.  |