Why complex sales are won by great investigators, not great presenters.

Most salespeople think they've found a champion.

In reality, they've found a friendly contact.

In this episode, Fred Copestake is joined by Tom Stearns, go-to-market consultant and co-author of the bestselling book Graphic Sales, to explore one of the biggest reasons complex B2B opportunities stall.

Together they discuss why relationship building alone isn't enough, how to identify a genuine champion, and why mapping buying teams is remarkably similar to investigating a crime scene.

If you sell technical, engineering or enterprise solutions, this episode is packed with practical ideas that will help you navigate complex buying decisions more effectively.

In this episode you'll learn

· Why most salespeople misunderstand what a champion really is

· The difference between a contact and someone who can genuinely move a deal forward

· How to test whether your champion has real influence

· Why complex sales require multiple stakeholders - not just one relationship

· How account mapping helps uncover hidden decision-makers

· Why technical experts often talk too much

· How to engage finance, procurement and senior leaders more effectively

· Why understanding your customer's world matters more than knowing your own product

· How short personalised videos can help unlock stalled opportunities

Key Takeaways

✔ A champion has desire and capability.

✔ One relationship rarely wins a complex sale.

✔ Great salespeople investigate buying organisations.

✔ Customers buy differently than salespeople often expect.

✔ Technical expertise builds credibility - but curiosity wins conversations.

✔ The best salespeople understand customer problems before talking about products.

✔ Complex sales are managed, not chased.

Episode Highlights

The Champion Myth

Many salespeople mistake a friendly contact for a champion. Tom explains why genuine champions have influence, understand the buying process and are prepared to advocate internally.

CSI Selling

One of the standout moments of the episode compares enterprise selling to investigating a crime scene. By visually mapping stakeholders, relationships and influence, salespeople gain a far clearer picture of how decisions are actually made.

Technical Sellers Talk Too Much

Fred and Tom discuss why technical experts often lead with product knowledge when they should be leading with questions. Listening creates more credibility than demonstrating expertise.

Know the Buyer Before the Product

Rather than obsessing over product features, organisations should spend more time helping salespeople understand procurement, finance, operations and executive priorities.

About Tom Stearns

Tom Stearns is a Go-To-Market Consultant and co-author of Graphic Sales - a practical sales playbook presented as a graphic novel. His work focuses on helping sales teams build repeatable prospecting processes, improve account planning and navigate complex buying groups.

Connect with Tom: https://www.linkedin.com/in/tomstearns

Website: https://www.stearns.io

Get the book 'Graphic Sales' by Tom Stearns & Peter Cleary: https://www.stearns.io/book

About Fred Copestake

Fred Copestake helps engineering and B2B sales teams create commercially stronger conversations through Trust First Selling and the VALUE Framework.

Connect with Fred: https://linktr.ee/fredcopestake

Watch this episode on YouTube: https://youtu.be/3PhzTIM56ao

Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

Useful resources

Take the free Collaborative Selling Scorecard: Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/