In complex B2B sales, one of the most critical factors for success is having a strong internal advocate—your champion. A champion is someone within the prospect’s organisation who believes in your solution, has influence, and is willing to help navigate the decision-making process. However, simply identifying a champion isn’t enough. You must actively coach them to ensure they can effectively sell your solution when you’re not in the room.
This is where many sales professionals fall short. They assume that because their champion is enthusiastic, they will naturally persuade other stakeholders. But without the right coaching, even the most well-intentioned champion can struggle to gain traction internally.
Why Coaching Your Champion Is Crucial
In most B2B deals, multiple stakeholders are involved, each with different priorities and potential objections. Your champion is often your only representative in internal discussions, so they need to:
- Understand the value of your solution in the context of their business
- Anticipate objections and have responses ready
- Position your solution as a priority over competing initiatives
- Influence decision-makers effectively
Failing to equip them with these skills can lead to stalled deals, loss of momentum, or even the dreaded "no decision."
The Sandler Approach to Coaching Your Champion
The Sandler Selling System emphasises control, qualification, and mutual commitment in the sales process. Here’s how you can use Sandler principles to coach your champion effectively:
1. Ensure They’re the Right Champion (Up-Front Contracts)
Not everyone who likes your solution can be a true champion. Sandler’s Up-Front Contracts—mutually agreed-upon commitments—can help verify whether your contact is truly willing and able to advocate for you.
Ask direct questions:
- “If this solution makes sense, who else needs to be involved in the decision?”
- “How do internal discussions typically go when new solutions are being considered?”
- “Are you comfortable introducing me to key stakeholders if needed?”
If they hesitate or lack influence, you may need to find a stronger champion within the organisation.
2. Equip Them with the Right Questions and Stories (Pain Funnel & Third-Party Stories)
Your champion needs to do more than just repeat your product’s features. They need to evoke pain—the underlying problems your solution solves.
Use the Sandler Pain Funnel to coach them on asking the right questions internally. Encourage them to ask:
- “What happens if we don’t solve this problem?”
- “How does this issue impact our bottom line?”
- “What other departments are feeling the pain from this challenge?”
Additionally, equip them with third-party stories—real-life examples of how similar businesses benefited from your solution. Stories make it easier for stakeholders to relate to the impact.
3. Role-Play Internal Conversations (Reversing & Dummy Curve)
Most champions are not trained sales professionals. Help them prepare for internal meetings by role-playing the discussions they’ll have.
- Reversing: Instead of giving them scripted responses, challenge them to think critically. Ask, “What concerns do you anticipate from the CFO?” and guide them to find strong responses.
- Dummy Curve: Teach them to act like a curious peer rather than a sales rep. Instead of pushing too hard, they should ask, “Help me understand why this wouldn’t be a priority right now?” This invites dialogue rather than resistance.
4. Clarify Decision-Making Process (Decision Step & Up-Front Contracts)
Deals often go dark because sellers don’t fully understand the decision-making process. Work with your champion to map out the steps:
- “What happens next after you present this internally?”
- “Who has final sign-off, and what’s most important to them?”
- “Are there any competing initiatives we should be aware of?”
Then, use Up-Front Contracts to set clear expectations: “If your leadership team agrees this is a priority, what’s the next step?”
5. Keep Them Engaged and Accountable (Post-Sell Step)
Once your champion commits to taking action, don’t assume the deal is done. Keep them engaged with regular check-ins:
- “How did the internal meeting go?”
- “What questions or concerns came up?”
- “What do you need from me to move this forward?”
By treating your champion as a true partner and holding them accountable, you ensure they stay motivated and equipped to push the deal through.
On a final note coaching your champion isn’t about turning them into a salesperson—it’s about making it easy for them to champion your solution effectively. By leveraging Sandler techniques like Up-Front Contracts, the Pain Funnel, Reversing, and Decision Steps, you ensure your champion is prepared, confident, and proactive.
Remember: If you don’t coach your champion, your competition might. Equip them with the right tools, and you’ll dramatically increase your chances of closing the deal.
