Key Takeaways
- Most founders mistake "coaches" or "dabblers" for real sales champions, leading to stalled deals, according to Clay's Head of Sales, Becca Lindquist.
- A true champion isn't just friendly; they actively “sell for you when you're not in the room” and hold sway with the executive buyer (EB).
- Lindquist insists on tangible proof: you must “see with your two eyes” evidence of a champion's influence and commitment.
- The most overlooked trait? A champion must have a clear personal win tied to your product's success, beyond company benefits.
- Lindquist's “Three Characteristics of a Sales Champion” framework provides a concrete checklist to qualify your internal advocates.
The Becca Lindquist's Three Characteristics of a Sales Champion
Becca Lindquist, a veteran sales leader, reveals her definitive three-part framework for identifying and making the most of a true internal champion. This isn't about someone who likes your product or agrees to a meeting. It's about finding the person who will actually go to bat for you when you're not around. She says: “What are the three characteristics of a champion? All of them know it's they're selling for you when you're not in the room. They have access and influence over the EB and they have a personal win.”
Here’s how to spot one:
- Selling for You: They're selling for you when you're not in the room.
This means they are actively articulating your product's value, addressing potential objections, and pushing the deal forward to other stakeholders without your direct involvement. They're not just relaying messages; they're advocating.
- Access & Influence: They have access and influence over the EB.
A true champion can get face time with the ultimate decision-maker and, more importantly, sway their opinion. They're trusted. Lindquist advises you to look for actual evidence of this, asking, “what have you seen with your two eyes that tells you that this person's a champion?”
- Personal Win: They have a personal win. The personal win is they personally gain from your tool benefiting their company.
This is crucial and often missed. “If you focus on honestly just the personal win like yo why are you… The personal win is they personally gain from your tool benefiting their company,” Lindquist notes. It's not enough that the company wins; the champion must win personally — perhaps a promotion, reduced workload, or meeting a critical personal KPI.
When This Works (and When It Doesn't)
This framework excels in complex B2B sales cycles, particularly for high-value SaaS products where multiple stakeholders are involved and the sales process is drawn out. Focusing on these three characteristics ensures you have a true advocate who will go to war for your deal, significantly increasing the likelihood of closing, expanding, and securing an account against competitors. Lindquist states, “If you don't have a champion, you're probably not going to get a deal done.” This framework helps you identify that person or realize you need to find one.
While this framework is broadly applicable, it might feel like overkill for very small, transactional sales where a quick purchase decision doesn't require extensive internal advocacy. However, even in those cases, understanding who genuinely benefits and can influence a swift decision can accelerate the process. For founders, it's less about whether you need a champion and more about whether you've identified one and are working with them effectively.
What to Do With This
Next week, pull up your two most promising sales opportunities that feel like they're "stuck." For each deal, identify the person you think is your champion. Then, go through Becca Lindquist's Three Characteristics of a Sales Champion. For the first characteristic, "Selling for You," ask yourself: When was the last time this person explicitly advocated for your product to an internal stakeholder without you on the call or in the room? Did they actively pitch your solution, or just relay information? For "Access & Influence," look for concrete evidence: Did they introduce you to an executive buyer? Have they shared insights from high-level internal discussions? Finally, for the "Personal Win," drill down: What specific, personal gain does this individual get if your product succeeds? Is it a promotion, less manual work for them, or hitting a personal objective tied directly to your solution? If you can't point to tangible evidence for all three, you don't have a champion yet. Your task is to either find or create one before that deal slips away.