Champion to Economic buyer: mastering the transition

Making the leap from working with a Champion to securing a meeting with the Economic Buyer (EB) isn’t always straightforward. But gaining buy-in from the EB is vital for forecasting accuracy and progressing deals with confidence—after all, they’re the ultimate decision maker.

Here, we provide invaluable insights into navigating this critical transition. These tips will help you master the process and drive your opportunities forward.

Jump to section: 

• Understanding the challenge
• Look in the mirror first: Build your Champion
• Crafting Your EB Pitch
• Empowering the Champion
• Empower in your pitch
• Making the EB meeting count

Understanding the challenge

Reaching the EB via a Champion is not an easy task. You’ll likely come up against several objections and barriers, such as:

• “Let’s do a pilot first – then I’ll take you.”
• “We don’t need a business case.”
• “I’m leading this / I’ve got full authority.”
• “They don’t meet vendors.”
• “We’ve already got an agreement” (in the case of an existing customer)

These roadblocks don’t always mean you’ve picked the wrong Champion. Often, they’re rooted in a lack of trust or a failure to clearly communicate the value of the meeting. Before pointing fingers, it’s worth checking in with your own approach.

Look in the mirror first: Build your Champion

If you want your Champion to help get you in front of the EB, you’ve got to earn it. It all starts with building a solid, trusting relationship. This doesn’t happen overnight, but the payoff is worth it.

Think about how you're engaging with them:

• Spend real time with them: Go beyond transactional meetings. Grab coffee, catch up over lunch, or simply take the time to check in. Build rapport.
• Add value at every turn: Share whitepapers, relevant insights, and prepare thoroughly for every meeting.
• Open up your network: Introduce them to customers or peers who’ve seen success. Also bring in your own senior leaders to reinforce credibility.
• Show you’re dependable: If you say you’ll do something, follow through. Building trust takes time but it can be lost in an instant. Reliability builds the kind of trust that opens doors.

And remember—asking someone to arrange a meeting with their boss isn’t a small request. Your Champion needs to trust your intentions, understand the purpose, and see the benefit—for them and the business.

Crafting your EB pitch

To help the Champion want to take you to the EB, your pitch needs to land with them. Focus on these three elements to make sure it resonates:

1. Make it matter to them
   Paint a clear picture of how your solution addresses the company’s goals—but also how it reflects well on the Champion themselves. Let them see that bringing you to the EB positions them as a leader driving real impact.
2. Speak their language
   Align your business case with both the Champion’s personal goals and the wider corporate strategy. The tighter the fit, the easier it is for them to champion your cause.
3. Bring credibility to the table
   Share relevant success stories, introduce them to customers who’ve achieved tangible results, and demonstrate your expertise. Make it clear that you’re bringing something unique to the conversation.

Empowering the Champion

Your Champion might be on board with your solution—but are they confident enough to make the intro? Are they motivated to do it? Here’s how to give them that final push:

• Position the meeting as a win for them
  Make it clear how getting the EB involved will support their objectives. Highlight how their involvement can lead to successful project outcomes and recognition within their organisation.

• Set them up for success
  Provide talking points and case studies plus any other material they might need to feel confident and equipped to set up the meeting. The less effort it takes for them, the more likely it’ll happen.

• Be the partner they trust
  Trust isn’t built in a day, but it can be lost in seconds. Keep your promises, stay responsive, and always act with their best interests in mind.

Empower in your pitch

Here’s one way you might frame your ask:

"Thanks for all your support with the technical deep dive. From our conversations, I hope you’ll agree there is significant value we can provide to address [corporate objective]. To realise that value quickly, we’d love the opportunity to align with [EB] to ensure our business case supports both their goals and the wider corporate strategy. In that meeting, we can also share information and connections with customers who have realised that value. What’s the best way to set this up in a way that works for your calendar?”

Making the EB meeting count

Once the meeting’s locked in, you’ve got to make it count. Follow these best practices to ensure the meeting runs smoothly and you achieve a successful outcome:

• Prep with your Champion
  Schedule a call ahead of time to walk through the agenda. Flag any risks or sensitive points so you’re aligned going in.

• Check the pain points still hold
  Requalify Identified pain and Metrics—things may have shifted since your last conversation.

• Let the Champion pave the way
  Ask them to socialise the agenda with the EB and other stakeholders ahead of time. This sets the tone and reduces surprises.

• Send a professional agenda
  Once agreed, send it to the EB directly. This gives them context and shows you’re serious.

In summary

Getting from Champion to Economic Buyer is a pivotal moment in any sales process. It takes trust, preparation, and a clear value proposition—but if you do it right, you unlock real momentum.

Build strong relationships, make the pitch personal and relevant, empower your Champion, and always be ready to deliver when the EB says yes.

This blog is part of our "Champion Series" of 6 blogs and live member webinars. 

Become a member today to join our exclusive member webinars and gain access to a host of valuable MEDDPICC resources.