Champions and a Bias for Action with Richard Rivera

Oct 19, 2025

In a fascinating discussion, Richard Rivera, a veteran sales leader and author of The Champion Cell, explores the critical concept of bias for action among sales champions. He reveals four champion types: Complacent, Teaser, Protector, and Transformer, and shares strategies for effectively engaging each. Rivera emphasizes the importance of champions not just having influence but actively supporting sales efforts. Discover how innovation appreciation and action bias define these champions and how to navigate their tendencies for successful deals.

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INSIGHT

Action Is The Third Must-Have For Champions

A true champion must have power, influence, and a willingness to actively sell for you when you're absent.
Richard Rivera argues that evidence of action is the defining third criterion that distinguishes real champions from assumed ones.

INSIGHT

Two Axes Define Champion Types

Champions differ by two dimensions: appreciation for innovation and bias for action.
Rivera uses these axes to categorize champions into four practical tendencies to guide seller strategy.

ADVICE

Don’t Assume Influence Equals Action

Identify complacent champions who hold power but neither value innovation nor take action.
Do not assume they will move; find other supporters or deprioritize the deal accordingly.

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In this episode of The Revenue Builders Podcast, join hosts John McMahon and John Kaplan as they explore the multifaceted world of sales champions with veteran sales leader and author Richard Rivera. Discover the nuances of champion dynamics, including the often-overlooked aspect of bias for action. Rivera breaks down the four champion tendencies—Complacent, Teaser, Protector, and Transformer—revealing strategies to navigate each and ensure successful deals.

KEY TAKEAWAYS

[00:01:02] Understanding the Bias for Action: Richard Rivera introduces the concept of bias for action in champions, emphasizing its crucial role in sales success.
[00:02:29] The Defining Characteristics of a Champion: The importance of champions not just having power and influence but actively taking action on behalf of the salesperson.
[00:03:36] Dimensions of Champion Tendencies: Rivera introduces a framework with two dimensions—appreciation for innovation and bias for action—to categorize champions into four tendencies.
[00:05:59] The Protector Tendency: Exploring champions who take action but lean towards risk-averse decisions, and how to navigate objections from such individuals.
[00:06:38] The Transformer: Rivera's favorite tendency, champions who prioritize innovation and have a bias for action, but with potential pitfalls. Strategies for dealing with Transformers in the sales process.
[00:08:44] Selling in a Collective Yes Environment: Acknowledging the shift towards collective decision-making and the challenge of navigating the intricacies of multiple decision-makers and influencers.
[00:11:19] Becoming the Protector: When dealing with Transformers, the importance of assuming a protector role—anticipating risks and ensuring a smooth decision-making process.
[00:12:48] Early Challenges with Transformers: Highlighting the risk of Transformers going too early to the economic buyer and losing the deal due to lack of preparation.
[00:14:37] What We Heard Concept: Introducing a mature approach to address potential conflicts with Transformers by referring back to shared understandings and perspectives.

HIGHLIGHT QUOTES

[00:03:16] "If they're not taking action, they are not being a champion for us."
[00:06:18] "Recognize who you have and then fill their gaps."
[00:09:10] "If you can't be with the one you love, love the one you're with."
[00:13:46] "What we heard is a mature way to address potential conflicts."

Here are the links to our full episodes with Richard Riverag:
Part 1: https://revenue-builders.simplecast.com/episodes/developing-buyer-champions-with-richard-rivera-part-1
Part 2: https://revenue-builders.simplecast.com/episodes/developing-elite-sales-habits-with-richard-rivera-part-2

Check out Richard Rivera’s book here:
https://www.amazon.com/CHAMPION-SELL-L-I-T-Building-Champions/dp/B0BV415V9M/ref=sr_1_1

Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4

Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/

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