In every complex B2B purchase, there’s one person who really gets it. They see the potential of your solution, they want it to happen, and they’re willing to go to bat for you.
That person is your project champion.
But here’s the tricky part: your project champion is not the final decision-maker. Their job is to rally everyone else inside their company—finance, IT, operations, security, executives—and get them to say “yes.” That’s a high‑stakes mission.
Why a Project Champion Has So Much at Stake
Buying toothpaste or fizzy water is easy. Nobody cares if you make a poor choice. You just don’t buy that brand again.
In a B2B deal, the stakes are much higher. A bad decision can cost hundreds of thousands of dollars, derail a critical initiative, or damage someone’s reputation.
Your project champion knows this. They’re the one standing in front of those five or more stakeholders, making the case that your product is worth the risk. If the deal goes wrong, they feel the consequences personally.
How to Help Your Project Champion Succeed
As a vendor, you’ve been through this process many times. You’ve seen what objections come up and how other champions have overcome them. Your job is to arm your project champion with everything they need to win internally.
1. Anticipate Objections in Advance
Security might ask about compliance. Finance will want a short payback period. IT could worry about integrations.
Map these out and hand your project champion ready-made answers: ROI calculators, case studies, security certifications, technical docs.
2. Create Tools They Can Use
Your project champion has to pitch your solution internally. Give them killer slides, talking points, and a one‑page summary that explains:
- Why your product is different and better than the alternatives
- Proof points like customer stories or metrics
- Common objections with clear responses
Make them look brilliant in every meeting.
3. Coach Them on Internal Politics
Objections aren’t always logical. Sometimes they’re about personal incentives or turf wars. Share your experience:
“Other champions we’ve worked with found the IT lead was worried about X. Here’s how they handled it.”
Help your project champion navigate those conversations before they happen.
Your Project Champion Is the Hero
A project champion is the unsung hero of a B2B deal. They’re taking on risk to drive change inside their company. Your role is to make them look smart, credible, and prepared.
When you help your project champion overcome objections and win internal support, you don’t just close deals—you build strong, lasting relationships. And champions remember the vendors who helped them look like heroes.
Bottom line
In B2B, success depends on how well you support your project champion. Arm them with the right tools, anticipate objections, and guide them through the process. Do that, and you’ll not only win deals—you’ll create champions for life.
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