The person inside who wants it.
WHAT A CHAMPION IS
Someone within the buyer who wants this to happen and will advocate for it.
WHY YOU NEED ONE
Most of the selling happens when you are not there.
WHAT MAKES SOMEONE A CHAMPION
They feel the problem They benefit from solving it They have some influence
WHAT DISTINGUISHES A CHAMPION FROM A CONTACT
Willingness to act on your behalf internally.
HOW TO TEST IT
Ask them to do something small: arrange a meeting, share a document internally.
WHAT REFUSAL OR INACTION INDICATES
They are not a champion.
WHAT TO DO THEN
Find one, or accept the deal is weak.
WHAT TO GIVE A CHAMPION
Material they can use internally Answers to the objections they will face The business case in their terms
WHY IN THEIR TERMS
They must persuade people you will never meet.
WHAT TO ASK THEM
Who will resist, and why.
WHAT TO PREPARE
Responses to that resistance.
WHAT TO AVOID
Relying on one person entirely.
WHY
They leave, change role, or lose interest.
WHAT TO DO ABOUT THAT RISK
Build relationships with others.
WHAT TO DO IF YOUR CHAMPION LEAVES
Re-establish the case from the beginning.
WHY
The new person inherited nothing.
