Why You’re Losing Deals Without a Real Champion in Sales (And How to Coach Sellers to Build One)

Why You’re Losing Deals Without a Real Champion in Sales (And How to Coach Sellers to Build One)

Picture this: your rep is working a big enterprise deal. Discovery went well, the demo was slick, and pricing is in the hands of the prospect. Then… radio silence. The deal stalls, and everyone’s left wondering what went wrong.

Here’s the harsh truth: they never had a real champion in sales.

This article, written by our expert coach Volker Ballueder, is your tactical guide to coaching reps on finding, qualifying, and enabling true internal advocates—the kind who unlock access, fight your corner in the boardroom, and don’t ghost you when procurement gets involved.

You’ll learn how to:

• Identify the difference between a friendly contact and a true champion in sales.

• Ask the right questions (at the right time) to uncover influence and motivation.

• Coach reps to build authentic relationships, not just “work the deal.”

• Navigate common traps like the “influencer with no power” or the “over-eager junior.”

This article is part of our Mastering MEDDPICC series—a no-fluff, tactical playbook for turning MEDDPICC into muscle memory across your sales team. If you’re aiming to build a qualification process that reps consistently follow (and that your CRM actually mirrors), start with our introductory guide. It breaks down what each letter stands for, why this framework drives results in B2B sales, and how to roll it out in a way that sticks.

What is a Champion in Sales and MEDDPICC?

In MEDDPICC, a champion in sales is your internal advocate—the person inside the buyer’s org who wants you to win. They have influence (not just opinions), insider knowledge on the decision-making process, and a personal stake in the outcome. A true champion helps you navigate stakeholders, surface objections early, and push your deal across the line.

Spot the Impostor: Qualifying a Real Champion in Sales

Your rep might think they have a champion because someone “likes the solution.” But liking you isn’t the same as lobbying for you.

A real champion in sales has power, proximity to the decision-makers, and skin in the game. They tell you what’s really happening behind closed doors, not just what you want to hear. If they’re not bringing you closer to the decision, they’re not your champion.

“You want them to have the insider knowledge—the culture, the politics, the power dynamics. Without a champion, you’re flying blind.” — Volker

Things to Do:

• Map the org chart and validate influence, not just job title.

• Look for signs of internal advocacy: intro emails, unsolicited updates, coaching before big meetings.

• Stress-test their access: ask who else is involved, what the buying process looks like, what could kill the deal.

Questions to Ask:

• “What would make this a win for you personally?”

• “Who needs to be convinced internally?”

• “How do big decisions typically get made here?”

• “What pushbacks have you heard so far?”

• “What conversations are happening when I’m not in the room?”

Build the Bond: Coaching Reps to Invest Early

Too many sellers try to flip someone into a champion late in the deal. That’s a recipe for frustration. Champions are built through trust, not convenience.

Coach your reps to treat their champion like a long-term ally. That means listening more than pitching, showing up with insight, and making them look like a rockstar internally.

“Build that personal relationship. If things go well, they start sharing insider info and pushing you into the right meetings. That’s when you know you’ve got a champion.” — Sales Coach

Things to Do:

• Encourage informal, off-the-record conversations (think coffees, lunches, WhatsApps).

• Role-play how to handle sensitive questions like budget, internal politics, and blockers.

• Help reps personalize value messaging to the champion’s goals.

• Focus on emotional intelligence: active listening, empathy, vulnerability.

Questions to Ask:

• “How can I help you make the case internally?”

• “What objections should we expect from your peers?”

• “What’s your ideal outcome from this initiative?”

• “What would help you look good internally if this goes well?”

When It Falls Apart: What to Do If Your Champion in Sales Leaves

Every sales leader dreads this moment: your champion quits or moves roles mid-deal. If your rep’s entire strategy was pinned to one person, the deal just entered ICU.

Coach your team to mitigate this risk early. That means building breadth—not just depth. Multiple advocates across departments reduce the impact of one departure.

“Try to find out from the leaving champion who to best speak to next, and stay in touch. Relationships can last a career.” — Volker

Things to Do:

• Always ask your champion who else should be looped in.

• Document key conversations and deal history to avoid knowledge gaps.

• If a champion exits, get an intro to their successor fast—ideally before they walk out the door.

• Keep in touch post-departure—they may resurface at your next big logo.

Questions to Ask:

• “Who else do you think should be involved in this conversation?”

• “If you’re unavailable, who could help us keep things moving?”

• “Can we align with your replacement before your handover?”

Respect the Role: Don’t Treat Your Champion in Sales Like Staff

Champions aren’t your employees. They don’t owe you favours.

They’re taking a personal risk by advocating for you, and they want to be treated like partners.

Coach reps to read the room: pushing too hard, too fast erodes trust. You earn the right to ask tough questions by consistently adding value.

“Don’t treat them like they work for you—because they don’t. Treat them like a partner. It’s about respect and mutual benefit.” — Volker

Things to Do:

• Teach reps to mirror the champion’s tone and pace.

• Avoid overly direct asks until rapport and trust are solid.

• Reinforce that reps still own the sale—the champion is a guide, not a crutch.

• Coach reps not to rely on charm, but on enabling the champion to succeed internally.

Questions to Ask:

• “How can we make this a win-win for you and the org?”

• “Would it help if I supported you with materials or context before your internal meeting?”

• “Is there anything I should avoid saying that might cause friction internally?”

• “How can we help you sell this internally without putting you in a tough spot?”

Conclusion: No Champion in Sales, No Deal

If there’s one truth every sales coach should hammer home: without a champion in sales, you’re flying blind. Champions aren’t just a MEDDPICC box to tick—they’re your best chance at navigating complex orgs and closing with confidence.

Coach your reps to stop settling for “friendly” and start cultivating real influence. Because the best deals? They’re always co-sold from the inside.

Get your team up to speed with MEDDPICC

 Our MEDDPICC learning path will upskill your team on the framework, uncovers key decision factors in your pipeline, and applies it to your current live deals to maximise your chance of closing them.

Book a meeting with our team

Champion in Sales – Frequently Asked Questions

What defines a true Champion in the MEDDPICC framework?

A true Champion isn’t just a friendly voice—they have real influence, decision-making power, and a personal stake in your solution winning. They have something to gain when your product succeeds and the clout to move others into action.

As MEDDICC themselves state: a Champion must have power, influence, and credibility within their organisation.

“If you don’t have a Champion, you’re flying blind in the organisation… and if your competitor has one, you’re at a serious disadvantage.” — Volker

How can I distinguish between a Coach and a Champion?

A Coach gives you insights. A Champion gives you leverage.

A Coach might tell you who’s on the decision committee or warn you about internal politics. But a Champion will speak up in meetings, challenge status quo thinking, and advocate for you when you’re not in the room.

If they can’t influence the decision, they’re not a Champion.

How do I validate if someone is truly a Champion?

Ask yourself:

• Will they connect me to the Economic Buyer?

• Have they proactively shared insight I couldn’t have found myself?

• Do they help shape the business case?

• Are they willing to go to bat for me internally?

A good test? Ask them to present your value internally—or co-author a mutual success plan. If they’re hesitant, they may not be a Champion yet.

“Don’t treat them like a pawn in a chess game. You’re not just using them to win; they need to feel like a respected partner in the deal.” — Volker

Can a Champion emerge from any level within the organisation?

Yes. A Champion doesn’t have to be the most senior person in the room. What matters is how much influence they carry and how invested they are in seeing this succeed.

Sometimes the most powerful Champion is someone in the trenches who sees the day-to-day pain and knows exactly why your solution matters.

As MEDDICC clarifies, a Champion must carry power, influence, and credibility—not necessarily a C-level title.

Is it beneficial to have multiple Champions?

Definitely. In complex deals, multiple Champions reduce your risk. If one leaves, the deal doesn’t crumble. If one hits resistance, another can apply pressure elsewhere.

But don’t confuse this with a numbers game. You still need to qualify each one: do they have the influence, the intent, and the incentive?

How do I enable my Champion to advocate effectively?

Coach them like they’re on your team:

• Give them a crisp, strategic story they can use internally.

• Arm them with data, ROI, and customer success proof.

• Rehearse tough questions they might face from sceptics.

Then ask: “What would make this easier for you to champion internally?”

“Lunch isn’t about buying steak—it’s about getting out of the office, showing vulnerability, and building trust through real conversation.” — Volker

What if my Champion lacks the necessary influence?

You may need to develop your Champion—or find a new one.

Start by:

• Asking who else is involved in the decision.

• Getting them to introduce you to more senior stakeholders.

• Coaching them on how to elevate the pain.

If they can’t or won’t do those things, treat them like a valuable Coach—not your Champion.

What if my Champion leaves mid-deal?

It’s not ideal—but it’s not the end. Try to:

• Secure a handover to someone else in their team.

• Stay in touch with the original Champion.

• Track where they go next.

“Try to get them to introduce you to a successor—and stay in touch. Six months later, they might be your in at a new account.” — Volker

How do I maintain a strong relationship with my Champion?

• Stay aligned on outcomes. Make sure they’re winning as the deal progresses.

• Keep them updated with insights and next steps.

• Celebrate milestones together—both internal wins and shared progress.

Great Champions are relationships you keep beyond the deal. They’re future referrals, references, and advocates across your territory.

Next Up: Navigating the Competition in MEDDPICC

You’ve secured a Champion—great. But they’re not operating in a vacuum.

In the next article, we’ll tackle the “C” for Competition in MEDDPICC. Learn how to uncover who else is in the running, where you really stand, and how to position your value so it’s not just better—it’s unmistakably different.

We’ll cover:

• How to find out who you’re up against (without asking awkwardly)

• How to reframe the buyer’s decision criteria in your favour

• What to do when your Champion is flirting with other vendors

👉 Don’t miss it—this is where good deals are either won decisively or lost quietly.