When identifying a champion, look for the following:

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Contrary to what it seems like, implicating the pain isn’t actually about selling. It’s about advising. By finding the pain points, you can offer empathy, understanding, and sincerity. You show that you care about the real problems they face and offer a practical solution. Your customer doesn’t want a product or a service—they want a solution to their problems.

Qualifying questions in the implicate the pain stage include:

What issues that our solution could solve are affecting your bottom line the most?
If you had a magic wand, what problem would you make go away first?
What challenges are people most complaining about internally?
7. Champion
More often than not, you aren’t physically at your customer’s office (or house in the remote-first future we live in). To win deals at a large enterprise, you need someone who will ‘internally sell’ for you. Someone you can trust when you’re not around.

In MEDDPICC, your champion is more than just a casual supporter; they're someone who both loves your solution and holds enough sway to influence others to love it, too.

You’ll need to identify your champion and build a mutually beneficial relationship with them. Find out which person of influence is your biggest cheerleader, then provide them with the logic, data, and compelling arguments they need to tout your solution to their colleagues.


Enthusiasm about your solution
An understanding of the value you can provide
A willingness to defend your solution
Strategic influence over the decision process
To help your champion internally sell, share tailored use cases and solutions to anticipated concerns. You can even go further by partnering with them to conduct a workshop that helps their colleagues understand your product better.

Your relationship with your champion is an ongoing strategic alliance. Think of them less like a chess piece and more like a team member. They are putting themselves on the line for you, so you need to fulfill the promises you make to them.

Qualifying questions to discover your champion include: