Building Internal Champions: The Key to Complex Deals

January 26, 2025•5 min read•By btlcrds
internal championsB2B sales strategycomplex dealsenterprise salessales championsbuying process

Building Internal Champions: The Key to Complex Deals

In complex B2B sales, you're not just selling to decision-makers—you're selling through them. Internal champions are employees at your prospect's organization who become passionate advocates for your solution. According to sales experts, building internal champions is essential for navigating complex buying processes and closing enterprise deals (Close.com). Research shows that deals with engaged champions close at 60-80% win rates, compared to 15-25% without them, making champion development critical for complex sales success (Rework).

Why Internal Champions Matter

Internal champions provide:

  • Internal Credibility: They have established trust within the organization
  • Buying Process Navigation: They understand internal politics and processes
  • Decision-Maker Access: They can get you in front of key stakeholders
  • Objection Handling: They address concerns from the inside
  • Momentum Building: They create internal excitement and urgency

Identifying Potential Champions

Key Characteristics

  1. Access to Decision-Makers: They interact with people who can approve purchases
  2. Genuine Interest: They truly believe in your solution
  3. Communication Skills: They can tell a compelling story
  4. Influence: They have credibility with colleagues and leadership
  5. Personal Investment: They'll benefit from the solution's success

Where to Find Champions

  • End Users: People who will use the solution daily
  • Department Heads: Managers who need the solution for their teams
  • Project Managers: People responsible for initiatives your solution supports
  • Technical Evaluators: IT or technical staff who see the value
  • Process Owners: People responsible for workflows your solution improves

Building Your Champion

1. Identify the Right Person

Don't choose:

  • "Account friends" who support everyone
  • People with no decision-maker access
  • Those without genuine interest
  • People who can't communicate effectively

Do choose:

  • Someone with decision-maker relationships
  • Genuine believer in your solution
  • Good communicator and storyteller
  • Personal stake in success

A good champion must have credibility, influence, motivation (personal incentive), access to decision-makers, understanding of the problem, and commitment (Rework). To identify champions, rely on your Ideal Customer Profile, map accounts to chart organizational structure, find patterns in CRM data, and use peer-to-peer prospecting based on known champion characteristics (Close.com).

2. Build Genuine Relationship

Approach:

  • Understand their needs and challenges
  • Show how your solution helps them specifically
  • Provide value beyond just selling
  • Build trust over time
  • Be helpful, not just sales-focused

Example: "I know you're dealing with [challenge]. Here's how companies like yours are solving it. Even if you don't buy from us, this might help..."

3. Provide Internal Sales Materials

Create:

  • One-pagers they can share
  • Internal presentation decks
  • ROI calculators
  • Case studies relevant to their situation
  • Talking points for internal discussions

Example: "Here's a one-pager you can share with Finance showing the ROI. And here are talking points for your team meeting next week."

4. Empower Them with Information

Provide:

  • Answers to common objections
  • Comparison data vs. competitors
  • Implementation timelines
  • Success stories
  • Technical documentation

Example: "If someone asks about [concern], here's how to address it. And here's the data to back it up."

5. Support Their Internal Selling

Actions:

  • Help them prepare for internal meetings
  • Provide materials for presentations
  • Offer to join meetings if helpful
  • Follow up after internal discussions
  • Address concerns they encounter

Example: "How did the meeting with Finance go? Any concerns I can help address?"

Leveraging Champions Effectively

Get Introductions

Ask:

  • "Who else should we involve in this decision?"
  • "Can you introduce me to [decision-maker]?"
  • "Who controls the budget for initiatives like this?"
  • "Who else would benefit from this solution?"

Gather Intelligence

Learn:

  • Internal politics and dynamics
  • Decision-making process
  • Budget availability and timing
  • Objections and concerns
  • Competitive situation

Example: "What's the approval process like? Who needs to sign off? Any concerns I should be aware of?"

Create Momentum

Build:

  • Internal excitement and urgency
  • Support from multiple stakeholders
  • Consensus around your solution
  • Pressure to move forward
  • Competitive urgency if appropriate

Example: "Can you share this case study with your team? It shows exactly how [similar company] solved [similar challenge]."

Common Champion-Building Mistakes

1. Choosing the Wrong Person

Don't pick the first person you meet. Evaluate their access, influence, and genuine interest.

2. Not Providing Support

Champions need materials and information to sell internally. Don't leave them empty-handed.

3. Taking Champions for Granted

Appreciate and support your champions. They're doing work on your behalf.

4. Not Following Up

Stay engaged with champions. Check in regularly and address concerns quickly.

5. Over-Reliance

Champions are valuable, but don't rely solely on them. Maintain relationships with decision-makers directly too.

Maintaining Champion Relationships

Regular Communication

  • Check in regularly (not just when you need something)
  • Provide updates and new information
  • Share relevant industry insights
  • Celebrate wins together

Show Appreciation

  • Thank them for their help
  • Recognize their efforts
  • Provide value beyond the sale
  • Maintain relationship post-sale

Post-Sale Engagement

  • Ensure successful implementation
  • Help them look good internally
  • Provide ongoing value
  • Turn them into reference customers

Conclusion

Internal champions are essential for complex B2B sales. By identifying the right people, building genuine relationships, providing support materials, and leveraging their influence effectively, you can navigate complex buying processes and close more deals.

Remember: Champions aren't just contacts—they're partners in your sales process. Treat them accordingly.

Related Resources

This article is part of our series on political leverage in B2B negotiations. Learn how to navigate organizational dynamics and build internal support.