inspired by mark suster’s
“one key person that will help you improve your sales”
In most sales processes, you need a champion on the buyer’s team. Someone who isn’t afraid of change, has the
ability to make decisions, and wants your product. Identifying this person can be difficult. Often, the people who
are the easiest to find and engage with have no influence or authority. In shorthand, a NINA. Instead, you need
to find someone with both influence and authority and a willingness to help.
(Time Waster): No Influence,
(IA): Influence + Authority
WHAT is a CHAMPION?
WHAT is A NINA?
Someone rooting for you- They’re that buyer that
has influence and authority and wants your product.
Make sure and try to understand why they are
making the push for you and how you can help.
A time waster- They love to talk about
how great your product is compared to your
competitors, but lack the influence and authority
to pull the trigger on any deals.
MUST BE DEVELOPED
They are harder to find and the
relationship must be nurtured
EASY TO MEET
There are many of them and
they all want your time
When you’ve identified a buyer that is
not only on board with your product,
but has the ability and desire to move
forward, show them you’re thankful
and reassure them that you’ll deliver.
Do your best to recognize these
people from the beginning. If you
ask them for the next step and
they can’t help- move on quickly.
They’ve got to trust you and
open towards your product
A LOUD MOUTH
They talk a big game, but can’t
offer you any real value.
Do your best to establish
personal trust with your
champion in each sale. This
makes them more willing to
stick their neck out for you.
Recognize this as their
overcompensation for lacking
in influence and authority.
Although they may be loud,
their peers will overlook their
They care enough to spread
the word from within
While they’re quick to talk, they
lack the power to make decisions
When they care enough to ruffle
some feathers to fight for you,
you know they’re genuine. These
are the best champions.
Although they’re praising your
product, realize they can’t help
you sell it. Find buyers within
the company that can.
Now that we know who the difference, lets
look deeper into The best Sales Champions.
They’re the decision makers that
approach difficult situations tactfully.
They are willing to be forceful
to get things done right.
Egg breakers are buyers that aren’t
afraid to make tough decisions and
speak their mind where others fall
what’s the bottom line?
Don’t waste your time with NINAs. Recognize those that can’t help you as quickly as possible and move
towards those that can. Once you’ve found your sales champion, nurture the relationship as you move forward
and look to close the deal.