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🧵 Thread your champion

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Strong advocates defeat your neutral stakeholders

Matt Green points out how most sellers gather contacts instead of building advocates.

Find the right people who’ll fight for you even when you’re not in the room.

Turn contacts into champions

📌 When someone’s texting you about the deal, win rate jumps.

📌 That’s an internal seller who’s moving things forward quickly.

Examples of what this looks like:

✔ Gives you heads-up about internal conversations

✔ Pushes other stakeholders to attend your demos

✔ Informs you about competitors being evaluated

✔ Advocates for you every time in budget meetings

✔ Searches for your input on slides they’ll present

These are signals you’ve crossed from vendor to partner.

Search influence, not positions

📌 Ask questions that uncover who really makes decisions:

• “Walk me through how you made your last vendor decision.”

• “Whose responsible for signing off on this kind of project?”

• “What happened when [competitor] pitched you last year?”

Watch out for the same names coming up - that’s influence.

Create multiple level advocates

📌 Send insights connected to their goals.

✔ One strong advocate beats five neutral contacts

✔ Ask what success looks like for their own group

Forward benchmarks that people care about.

Leverage with internal referrals

📌 Get your champion to introduce you first:

• “Who in finance usually evaluates the ROI?”

• “Connect me with legal on contract terms.”

Champion-driven intros are 10x better than outreach.

Reach out customers before the meeting starts

Tim Yakubson teaches how to keep decision-makers engaged with multi-threading.

If you’re speaking with one contact, you risk losing when others weigh in later.

Identify stakeholders

🔑 Start early in the first conversation:

💬 “When you picked a vendor, did only your team decide or did others weigh in?”

💬 “Does procurement take over after you, or does finance engage in advance?”

Never leave demos without knowing the groups involved.

Before the call starts

🔑 Reach out to your potential stakeholders in advance.

💬 Example: If you’re meeting a project manager, message their director first:

“Your colleague set up a call with me to discuss automating reports. Thought you might like to stay in the loop as things progress.”

Be memorable when the project manager later involves you.

After the call ends

🔑 Follow up with other stakeholders, not just the main contact.

💬 Send a quick note like:

“Just spoke with [colleague] about the challenges in quarterly reporting. Attached a short overview to keep you up to speed. Happy to invite you to future calls if useful.”

This keeps you top of mind without asking them for anything.

Speak their language

🔑 Different roles care about different outcomes:

❖ CFO → ROI, cost savings, efficiency

❖ Project manager → Time savings, deadlines, workload

❖ Founder → Scalability, innovation, credibility

❖ Director of insights → Data insights, campaign speed

Tailor benefits to their positions.

Lean on champions

🔑 Always be there for your champions when closing deals.

Work closely with them:

❖ Share updates and extra information

❖ Ask what objections might come up

❖ Prepare together to navigate hurdles

One stakeholder will emerge as your internal advocate.

Transform champions into boardroom advocates

Marcus Chan breaks down how he lost a $400K deal by forgetting his champion.

Teaching your champion is what closes your large, complex enterprise deals.

Build your advocates

✅ Instead of asking your champion “Do you feel confident about the pitch?”, say:

➤ “If the CFO says, ‘We can’t justify a 30% premium,’ how will you respond?”

➤ “If the CEO asks, ‘Why not stick with the incumbent?’, what’s your answer?”

✅ Practice these role-plays until the answers sound natural and convincing.

Coach them on politics

✅ Your champion knows the situation better than you.

But they don’t always know how to leverage opportunities:

➤ “Which stakeholders are most likely to resist this solution?”

➤ “What do they care most about: cost savings, or growth?”

Prepare champions with talking points:

➤ “With Finance, emphasize the cost of doing nothing.”

➤ “With Ops, focus on risk reduction and stability.”

✅ Ensure your champion knows how to win these games.

Upgrade into advocates

✅ Transform champions into your selling advocates.:

Role-play scenarios like:

➤ “Pretend I’m your COO, and I say: ‘Why change now? Things are fine.’ What’s your response?”

➤ “Practice how you’d explain our solution’s impact to your board in under 2 minutes.”

✅ Establish a simple framework they can repeat internally:

1. What the solution solves

2. Why things matters now

3. Why vendors are right

Make your champions victorious in rooms you’ve never entered.

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