CHAMP Lead Qualification Framework
A problem-first qualification approach that leads with understanding pain points. Learn how Challenges, Authority, Money, and Prioritization help identify qualified leads.
What is CHAMP?
CHAMP is a modern qualification framework that flips the traditional approach on its head. Instead of leading with budget questions, CHAMP starts by understanding the prospect's challenges and pain points.
This problem-first methodology builds rapport and trust before discussing money. It's particularly effective for solution selling and consultative sales approaches.
The Four Components
Challenges — What problems are they facing? Understanding their pain points deeply helps you position your solution effectively and build genuine rapport.
Authority — Who makes the decision? Similar to BANT, but explored after establishing trust through challenge discussion.
Money — What's the budget situation? Notice this comes third, not first. By now you've established value through understanding their problems.
Prioritization — How urgent is solving this? Is this their top priority or one of many items on their list? Urgency determines how fast deals close.
When to Use CHAMP
CHAMP excels in: - Solution selling environments - Consultative sales approaches - Complex problems requiring discovery - Markets where building trust matters - Situations where budget isn't the primary blocker
CHAMP may be less ideal when: - Prospects already know exactly what they want - Transactional sales with clear pricing - Time is extremely limited
How SalesPartner Uses CHAMP
With CHAMP selected, SalesPartner leads conversations by exploring challenges first. This creates a consultative experience where prospects feel heard and understood.
The conversation flow typically moves from: 1. Understanding current challenges 2. Exploring the impact of those challenges 3. Identifying decision makers 4. Discussing budget expectations 5. Gauging priority and timeline
Each component is scored 0-10, with the total determining lead tier assignment.
Example Conversation
Here's how SalesPartner qualifies using CHAMP:
SalesPartner: "What's the biggest challenge you're facing with your current setup?"
Prospect: "Honestly, we're losing deals because we can't respond to leads fast enough. By the time we call back, they've already talked to competitors."
SalesPartner: "That's frustrating. How often would you say that happens?"
Prospect: "At least a few times a week. It's costing us real revenue."
By leading with challenges, SalesPartner builds rapport while gathering qualification data.