How to get champions to refer your business to everybody they know

So what is a champion? 

A champion is an individual that actively promotes or supports your business, but may or may not be a customer of yours. These champions understand who you are as people and are emotionally invested in your company / agree with your core principles. 

A champion is different from a partner because your champions want to see you succeed and do not care about gaining any financial compensation.

You need champions to be the advocates for your company to make the proper introductions that will allow your business to grow.

Champions are the backbone to a great company. Like partners, like affiliates, and like customers, you need them. 

To us at Penji, champions aren’t necessarily decision makers that will be able to make a decision to become a customer. These are high level professionals like CEO’s of Fortune 500 companies, key influencers, authors, and even celebrities.

So, how do you get them?

First you need to further define your story. Understanding yourself and your company is a great start. 

Second, define your core principles and values. 

Third, do good. But only if you mean it. For us, we want to help the next generation of entrepreneurs and help underserved communities all while challenging diversity and inclusion.

Fourth thing you need to do is create a list of people that are within your geographic region. This list needs to be well organized and should involve people who believe in the same things that you do. This list is important for a few reasons. You can not only see at a full glance who your champions could be, but it’s also a good organizational tool that will tell you how many times you’ve tried to obtain a meeting.

Now, you emailed the champions. They want to meet with you. So now you’re sitting down with your potential champion, how do you get them to care?

The core advice here is to just be your own authentic self. This isn’t something that I can teach or even advise. If your story is authentic, if you are a genuine person, why wouldn’t this potential champion want to be on your team?

Once you win them over and I am confident that you will, ask them for an email and physical address.

Add the information into your sheet and periodically throughout the course of business’ journey, email them monthly and send gifts.

That’s it. The rest is up to you to figure out how to further cultivate the relationship. I started you off on the right foot, it’s now up to you to finish it. Good luck.