You Can Have the Best Proposal in the World and Still Lose
If you’ve ever lost a project despite checking every box, you know the pain:
Clear process. Strong design. Competitive fee.
Still—no dice.
What happened?
The odds are that you didn’t have a champion.
What Is a Champion?
A champion is someone inside the prospective client’s organization who believes in you—and pushes your proposal forward from the inside.
They’re not always the final decision-maker.
But they are in the room where decisions are made.
And they’re speaking up for you.
What Makes Someone a Champion?
- Influential (but not the top decision-maker)
- They might be a board member, a department lead, or a trusted advisor.
- They don’t sign the contract—but they shape who gets to.
- Believes in your value
- They see why your firm is the right fit and aren’t afraid to say so.
- Willing to advocate
- They speak up when you’re not in the room. They repeat your pitch. They help overcome internal objections.
On small residential projects, it might be a spouse or adult child.
It might be a board member, associate, or operational lead on institutional or commercial work.
Why Champions Matter in Architecture
Architect selection rarely comes down to a single person.
Even if one person technically signs the contract, a team of influencers usually shapes the decision.
Champions help you navigate that web. Specifically, they:
- Build credibility internally
- Provide insight into how decisions get made
- Strengthen your proposal by helping you tailor it to real organizational concerns
- Keep your name in the conversation
They’re a multiplier—the kind you want on your side every time.
How to Identify (and Use) Champions in Your Sales Process
1. Identify Potential Champions
You’ve likely already met them—they’re leaning in during your pitch, asking thoughtful questions, or following up after meetings.
Here’s how to confirm:
- Listen closely in meetings. Who’s excited about the work? Who’s nodding as you speak?
- Always ask for intros. At the start of every meeting, ask everyone to share their role and involvement in the decision.
- Don’t overlook personal connections. If someone in your network tipped you off about the RFP, there’s a good chance they’re champion material.
2. Engage and Empower Them
Once you’ve identified a champion, you must equip them for internal advocacy.
Clarify your value
- They must clearly understand your differentiators to repeat them in the next room.
Give them tools
- Send a one-pager. Share a project that mirrors their goals. Offer talking points they can reuse.
Stay in close contact
- Follow up after meetings. Ask for their insights. Keep them looped in before you hit “submit.”
3. Leverage Champions Strategically
Champions aren’t passive supporters—they’re strategic partners. So treat them that way.
Bring them into key meetings
- Invite them to presentations and stakeholder reviews. Ask for their input in real time.
Preview proposals with them
- Send a draft of your proposal or fee before it goes wide. Ask, “How will this land internally?” and let them guide you.
Appreciate their effort
- If they go to bat for you, show gratitude. Pay for the coffee, the lunch, the event ticket. Acknowledge them personally and professionally.
Bottom Line
In architecture, the best proposals rarely win on their own. They win because someone inside the organization champions them.
That’s not luck—it’s strategy.
So, if you want to win more of the right projects, build your network of internal advocates and treat them like part of your team.
Here’s how:
- Spot the champions early
- Equip them with the right messaging
- Stay close, listen well, and return the favor
Want help designing a more effective pursuit strategy—champions included?
Let’s build a system around your strongest advocates. Reach out to Archtactics.
