Want a Seat at the Decision Maker’s Table? Try This Proven Sales Strategy
In B2B sales, one of the biggest hurdles is gaining access to key decision makers. You’ve built a strong relationship with a contact—but are they truly in a position to advocate for you?
The key lies in identifying real champions and strategically passing the baton of power so you can secure your seat at the table. Here’s how.
Not All Champions Are Created Equal
First, understand the difference between a coach and a true champion in the sales process:
A coach may support you quietly but won’t stick their neck out.
A champion actively promotes your solution and uses their political capital to help you win.
Your job? Find the latter.
How to Qualify Your Champion
Use this simple, high-impact question to uncover how much influence and commitment your contact actually has:
“If this decision were 100% up to you—no other stakeholders involved—would you move forward?”
If the answer isn’t a clear, enthusiastic “Yes,” treat it as a “No.”
Then follow up with:
“That’s great to hear! Tell me why.”
Their response will show you how they'd position your solution internally—and how strong your internal support really is.
Alternative Version (Make It Your Own)
Adapt the question to match your voice:
“I know the final decision lies with [Decision Maker], but based on everything we’ve discussed, if it were entirely your call, would you go forward with this today?”
Don’t shy away from direct questions. By this stage, you’ve earned the right to ask. True champions will appreciate your clarity and confidence.
The Goal: Gaining Access to the Decision Maker
Getting face time with the decision maker shouldn’t feel like asking for a favor. Instead, set the tone by framing the next step as a logical part of your process—one that your champion is part of.
Here’s how to do it:
“[Name], I appreciate everything you’ve shared. Clearly, you play a huge role here because of your expertise in A, B, and C—and we bring experience in X, Y, and Z.
What typically happens at this point in our process is that you and I would schedule time with [Decision Maker] to talk about the best way to move forward.
What’s the best way to make that happen?”
This is not asking permission. It’s confidently setting a collaborative path forward. That’s how you pass the baton of power.
Use Social Proof to Build Confidence
Help your champion feel confident about introducing you by providing:
Third-party success stories
Relevant case studies
Testimonials from similar organizations
Show that both of you are part of the process—reducing risk and increasing internal credibility.
Key Strategies to Remember
✅ Find real champions—not just friendly contacts.
✅ Ask direct questions to test commitment.
✅ Uncover how they’d sell your solution to others.
✅ Frame next steps as normal parts of the process.
Red Flags to Watch For
⚠️ Vague answers or lack of enthusiasm
⚠️ Hesitation to make introductions
⚠️ No clear next steps
⚠️ Evasion when asked tough questions
Final Thought: Don’t Push—Collaborate
“Passing the baton of power” isn’t about pressuring someone. It’s about co-creating a path forward that makes sense for you and your champion. Qualify your internal allies, ask for their help navigating the decision-making process, and guide them with confidence.
Want to learn more?
Watch the Sandler Insider Session: Getting a Seat at the Decision-Maker’s Table.
