Your Champion Sells Better Than You
In this short sales coaching video, Brian LaManna explains how to improve group presentations by letting a trusted internal champion (e.g., a colleague named Karen) take the lead in selling the solution. He argues that prospects trust a close colleague more than the external salesperson, so the champion’s endorsement is more persuasive. The presenter provides a concrete script for introducing the champion to new attendees, asking the champion to explain why the team is evaluating the product and what value they’ve seen. The salesperson’s role is to stay quiet, listen, and then follow up with probing questions that help the champion expand on use‑cases, imagine alternative scenarios without the product, and identify additional stakeholders. The overall message is to “tee up” the champion and let them sell, with the salesperson acting as a facilitator rather than the primary persuader.
