How to Find and Empower a Sales Champion in Your Next Big Deal

Navigating complex enterprise sales cycles can feel like a maze, especially when multiple stakeholders are involved. You're not just selling a product; you're often orchestrating a consensus. For mid-level to senior Account Executives, particularly those new to enterprise sales, one of the most effective strategies is to identify and cultivate an internal advocate. Learning why your software is not selling can often point to a lack of internal champions. This guide will walk you through exactly how to find a sales champion and turn them into your most powerful ally.

What is a Sales Champion (and Why They're Not Just a 'Friendly Contact')

In the world of B2B sales, especially in large organisations, it's easy to mistake a friendly contact for a true sales champion. However, understanding what is a sales champion goes much deeper than surface-level rapport. A genuine champion is an invaluable asset, actively working on your behalf even when you're not present in the room.

• The Core Definition: A sales champion is essentially someone who advocates for your product or solution internally, even when you're not there to make the pitch. As experts suggest, a champion is someone who is selling your product when you're not in the room. They are actively selling your vision and value within their organisation, effectively extending your sales presence.
• Champion vs. Influencer vs. Signatory: It's crucial to differentiate these roles in your stakeholder mapping in sales.
  • An Influencer can sway opinions but may not have direct skin in the game or the drive to push your solution.
  • A Signatory has the ultimate authority to sign the contract but is often too high-level to engage deeply with the problem your solution solves.
  • A Champion, on the other hand, actively experiences the problem, believes in your solution, and is willing to invest their social capital to see it adopted. They bridge the gap between influencers and signatories.
• The Cost of No Champion: Deals that lack a strong internal champion are significantly more susceptible to stalling or failing altogether. Industry data suggests that deals without a champion are up to three times more likely to fail, highlighting their critical role in navigating complex sales cycles.

Checklist: 5 Signs You've Found Your Potential Champion

Identifying a true champion requires keen observation and strategic questioning. It's not about finding someone who likes your product, but someone who needs it and is willing to fight for it. Here's a checklist to help you discern how to find a sales champion within your prospect's organisation:

• They Experience the Maximum Pain Your Solution Solves: Your champion isn't just aware of the problem; they are directly impacted by it. Their daily work is made harder, less efficient, or more costly because your solution isn't in place. This personal stake fuels their motivation.
• They Proactively Give You Information Without You Asking: This is a powerful indicator. As sales insights suggest, if they are proactively giving you information even without you asking for it, that's an amazing way to understand if they are your champion. This proactive sharing is a strong sign that they are becoming your internal advocate for sales.
• They Have Influence, Even if They Don't Have Authority: A champion might not be the CEO, but their opinions carry weight within their team or department. They are respected for their expertise, experience, or leadership, allowing them to sway others even without direct decision-making power.
• They Are Willing to Connect You with Other Stakeholders: A true champion wants you to succeed because your success is their success. They will actively suggest and facilitate introductions to other key players, including decision-makers, technical teams, or finance. This willingness to open doors is a hallmark of a committed ally.
• They Are Respected Internally: Beyond influence, a champion is seen as credible and trustworthy by their peers and superiors. When they speak, others listen. Their endorsement of your solution carries significant weight and helps build consensus.

How to Nurture a Champion: The 2-Hour Rule

Once you've identified a potential champion, the next step is to invest in that relationship. Building relationships with prospects, especially champions, goes beyond product discussions. It's about genuine connection and understanding their world.

• Going Beyond the Product: Connect on a Personal Front: Your interactions shouldn't solely revolve around your solution's features or benefits. Take the time to understand their career aspirations, their team's challenges, or even their personal interests (within professional boundaries). This human connection builds trust and loyalty.
• The Investment of Time: For any 60-day sales cycle, you should have spent at least two hours of personal time with your champion for them to even qualify to become your champion. This dedicated investment helps solidify their commitment and truly qualifies them as a champion. This time is for understanding them, not just selling to them.
• Practical Ways to Invest Time:
  • Informal Coffee Chats (Virtual or In-Person): Discuss industry trends, shared challenges, or even non-work-related topics to build rapport.
  • Sharing Relevant Articles or Insights: Send them content that addresses their broader challenges or interests, showing you care about their success beyond your immediate deal.
  • Genuine Check-ins: A quick message asking "How was your weekend?" or "How's that project coming along?" can make a big difference in fostering a personal connection.

  To deepen your understanding of these dynamics and master the art of navigating complex sales, consider Juno School's Navigating Complex Sales Cycle course, which covers these strategies in detail.

Empowering Your Champion: Give Them the Tools to Sell For You

Your champion is willing to fight for you, but they need ammunition. Equip them with the right information and resources to articulate your value proposition effectively to other stakeholders. Think of them as an extension of your sales team, an internal advocate for sales.

• Providing a 'Build vs. Buy' Analysis: Help your champion make a compelling case by providing a clear, data-backed comparison of developing a solution in-house versus purchasing yours. Highlight the cost savings, time efficiencies, and reduced risk of choosing your product. This is particularly useful when selling software to non-technical clients who need to understand the practical implications.
• Co-creating a Mutual Action Plan: Work collaboratively with your champion to outline the steps needed to move the deal forward. This plan should include internal milestones, required approvals, and specific actions your champion can take. This shared roadmap ensures alignment and provides them with a clear mandate.
• Giving Them Case Studies and Data-Backed Collaterals: Provide your champion with compelling evidence of your solution's success. This includes case studies from similar companies, ROI calculators, technical specifications, and competitive analyses. These materials give them concrete proof points to share with various internal decision-makers and help them in handling common sales objections.

Red Flags: When Your 'Champion' is Actually a Blocker

Not every enthusiastic contact is a true champion. Sometimes, individuals who seem supportive can inadvertently, or even intentionally, hinder your progress. It's important to recognise these red flags to avoid wasting valuable time and resources.

• They Hoard Information: A genuine champion facilitates the flow of information. If your contact consistently withholds details about internal processes, budget, or other stakeholders, they might be trying to control the narrative or are not truly invested in your success.
• They Are Unwilling to Bring in Other Decision-Makers: If your contact resists connecting you with other key players, especially those with budget authority or technical influence, it's a major warning sign. A true champion understands the need for broad consensus and will actively help you build those bridges.
• They Focus Only on Features, Not Business Value: While features are important, a champion understands and articulates the broader business impact of your solution. If your contact only talks about technical specifications without connecting them to organisational goals, they might lack the strategic perspective needed to drive the deal forward.