How to Find and Work with a Champion Inside the Buyer's Organisation.
You have a contact who likes your solution, but you are not sure they can actually move the deal forward
A Champion is not just someone who is friendly or enthusiastic. They are someone with influence inside their organisation who is willing to spend some of that influence to help you win. Without a real Champion, you are selling blind - you do not know what is happening in internal meetings, you cannot shape the decision criteria, and you have no one to carry your case to the Economic Buyer. The difference between a contact and a Champion is that a Champion acts on your behalf when you are not in the room.
Where it goes wrong
Reps who mistake a friendly contact for a Champion get caught out late in the deal. The contact says 'my boss loves it' but cannot get a meeting. The deal stalls, a competitor gets access to the real decision-maker, and the rep loses a deal they thought was nearly closed.
What you'll be able to do
After this lesson you can tell the difference between a contact and a Champion, test whether someone is a real Champion, and help them carry your case internally
How to do it
Test for influence early
Test for influence early. Ask your contact: 'Have you sponsored a project like this before and got it approved?' Someone who has done it knows what it takes. Someone who has not may not have the standing to do it now.
Give your Champion something to use
Give your Champion something to use. Prepare a one-page internal summary - the problem, the business case in their numbers, and the proposed next step. A real Champion will use it. A weak one will say they will pass it on and then go quiet.
Ask directly whether they are willing to set up
Ask directly whether they are willing to set up time with the Economic Buyer. 'Would you be open to a short working session with your VP just to confirm the business case lands?' Their answer tells you a lot about their access and their commitment.
Keep coaching your Champion on the internal conversation
Keep coaching your Champion on the internal conversation. Ask: 'What objections do you think will come up when you raise this internally?' Then help them prepare answers. This builds their confidence and keeps you informed.
See the difference
The rep's main contact says 'I'll take this to my leadership team and get back to you.' The rep waits two weeks, sends a follow-up, and hears 'they want to revisit next quarter.' The rep has no idea what was said in the room or who raised concerns.
The rep asks their contact: 'When you bring this to your leadership, what questions do you think will come up?' They work through the likely objections together. The rep prepares a short internal deck in the buyer's language. The contact uses it in the leadership meeting and comes back with specific questions from the CFO - which the rep now has a reason to address directly.
After this lesson you can tell the difference between a contact and a Champion, test whether someone is a real Champion, and help them carry your case internall
How you'll know it's working
You have got it when your Champion has taken a concrete action on your behalf - set up a meeting, shared a document, or raised the project internally - without you having to ask twice
Questions people ask
How do you find and work with a champion inside the buyer's organisation?
A Champion is not just someone who is friendly or enthusiastic. They are someone with influence inside their organisation who is willing to spend some of that influence to help you win. After this lesson you can tell the difference between a contact and a Champion, test whether someone is a real Champion, and help them carry your case internally
What is the most common mistake to avoid?
Reps who mistake a friendly contact for a Champion get caught out late in the deal. The contact says 'my boss loves it' but cannot get a meeting.
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