Selling to a business isn’t just about convincing your champion—it’s about arming them with the right information to influence decision-makers. Often, your primary contact isn’t the person signing off on the deal, which means they need to “sell” your solution internally. The question is: are you giving them what they need?
Hannah Ajikawo, CEO & Founder of Revenue Funnel, highlights this common challenge:
"You'll be on a call... you're speaking to a champion and they're like, 'Oh, I'm not your decision maker, I'm just here to kind of gather the facts.' But it's like, okay, well let me tell you the facts that your boss is gonna care about—it is gonna be these four or five things."
Why coaching your champion matters
Your champion might be enthusiastic about your solution, but if they don’t have the right information, your deal can stall. Decision-makers need answers to specific business questions—not generic brochures or lengthy demos. Hannah explains:
"I can send you five brochures. I guarantee they don't want that. What are the answers that they need to the questions they have? And what are those questions?"
The key is to dig deeper:
âś… Ask what information the decision-maker is looking for.
âś… Provide concise, tailored content that addresses key business priorities.
âś… Avoid overwhelming them with irrelevant materials.
How to help your champion be a “superhero” internally
Many champions join calls without a detailed brief—sometimes just responding to a cold outreach. Your job is to equip them to advocate effectively. Hannah puts it plainly:
"We really need to work out, like, how much do they know? What's being asked of them? We just have to coach them. We really do."
Here’s how to do that:
Clarify the decision criteria: Ask, "What has your boss asked you to find out?" Help them identify gaps in their knowledge.
Summarise key points: Instead of sending a full demo recording (which, let’s be honest, no one watches), send a short, actionable summary. Leverage AI tools to distil calls into digestible insights.
Focus on what matters: Highlight metrics, ROI, and business outcomes that resonate with leadership.
Final thoughts
Your champion is your internal advocate—set them up for success. By understanding what decision-makers care about and tailoring your follow-up accordingly, you’ll shorten sales cycles and improve win rates.
"We just have to coach them. We really do." Help them be the superhero their team needs.
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