Newsletter

How to turn your champion into a deal-closing machine

Your champion is that one person inside the buying committee who actually cares, who gets the value of your solution, and who can influence the decision-makers.

Lorna Wright

•

March 6, 2025

March 21, 2025

Newsletter

How to turn your champion into a deal-closing machine

Your champion is that one person inside the buying committee who actually cares, who gets the value of your solution, and who can influence the decision-makers.

Lorna Wright

•

March 6, 2025

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Here’s a stat that could make you rethink your entire approach:

📉 Buyers only spend 5-6% of their purchasing process with each sales rep.

That means, 94% of the time, you’re not in the 'room'

So, who’s selling for you when you’re not there?

Your champion.

Your champion is that one person inside the buying committee who actually cares, who gets the value of your solution, and who can influence the decision-makers. But here’s the thing—most reps don’t set their champion up for success. They expect them to fight the battle empty-handed.

So to win more deals.

Make your champion the best damn seller in their company.

Here’s how. 👇

1️⃣ Pick the Right Champion

Not everyone is champion material.

A true champion has:

✅ Influence – They have the ear of decision-makers and can pull others into the conversation.

✅ A personal stake – Their job gets easier, or they personally benefit if your solution gets bought.

✅ Deep company knowledge – They understand internal processes, buying cycles, and who needs to be convinced.

🔎 How to find them:

Look for the most engaged person on calls—who’s asking the good questions?
Check product usage data—who’s already using or excited about your tool?
Network with ex-employees—they often point you to the right internal advocate.

2️⃣ Make it easy for them to sell internally

Your champion isn’t a trained sales rep. If you send them a 20-slide deck and a 50-page whitepaper, they’re not going to use it.

Instead, give them:

🎯 Short, punchy information hat make them look like a genius in front of their boss.

🎥 Quick video demos they can forward along.

📊 Relevant case studies & ROI calculators that build confidence.

Better yet give them a trumpet Pod with all the information in one centralised place.

Give them that.

3️⃣ Arm them with a Digital Sales Room (DSR)

Here’s where trumpet changes the game.

A Digital Sales Room (DSR) (or Pod, as we call it) is a central hub for your deal—one place for all docs, links, demos, and action plans. No lost emails. No outdated attachments.

🚀 Why champions love It:

✅ No more hunting for files – Everything lives in one place.

✅ Data-backed decision-making – AI-powered insights highlight the most relevant content for each stakeholder.

✅ Transparency on next steps – Mutual Action Plans keep everyone aligned.

📈 The Impact

40% shorter deal cycles
30% higher win rates
More champions closing deals for you

Why it works for you - you can view analytics, see who's engaging with the Pod, who clicked on what and when allowing you to create precise tailored follow-ups and map out who to speak to next.

4️⃣ Map the buying committee & multi-thread

Your champion is powerful, but they can’t do it alone.

Help them map out the decision-makers:

👔 Economic buyer – Signs off on the budget.

🛠 Technical approver – Ensures compatibility.

👥 End users – The ones actually using your product.

📊 Procurement & legal – The final gatekeepers.

🔹 Action Tip: Use your champion to get warm intros to other stakeholders. A simple “Who else needs to see this?” can get you into the right conversations.