Ever lost a deal that looked perfect on paper? Chances are, it wasn't your pitch — it was what happened inside your own team.

Before any great deal is closed externally, it's already been won internally.

Let's talk about why internal buy-in is the secret weapon behind every top-performing sales team.

What Internal Buy-In Really Means

Most reps focus on the external game — the prospect, the presentation, the close. But big deals are built long before the first customer call ever happens.

Internal buy-in means our own teams are aligned — marketing, product, finance, and leadership all understand why this deal matters to us and our prospects. How it gets done becomes easier when the bigger purpose is defined.

Without it, we're chasing approvals, fighting delays, and losing credibility before we even reach the client.

The Real Reason Internal Buy-In Wins Deals

Top performers don't just sell outward — they sell inward first.

They know how to navigate their internal org chart, identifying who influences decisions behind the scenes, who controls budgets or approvals, and who can fast-track a contract or slow it down. They build champions inside their company, so when it's time to deliver, everyone's rowing in the same direction while cutting down on red-lining time.

Stakeholder Mapping 101

Think of stakeholder mapping as our internal GPS. Every deal has key players — advocates, approvers, and executors. Here's how to find and activate them:

‍Identify: List everyone who touches the deal (sales ops, legal, finance, product, marketing, leadership).

‍Assess: Rank them by decision power and level of interest in our success.

‍Engage: Keep them informed, loop them in early, and tailor communication to what they value most.

‍Build Trust: People support what they help create. Let them feel ownership in the win.

What I Learned About Closing Deals Before I Ever Carried Quota

Here's something I didn't realize would become my unfair advantage: I started my career as a customer service rep.

Honestly? I didn't love it. I really wanted to get into sales and saw CSR as a stepping stone — something to endure until I could do what I actually wanted. But while I was there, I built relationships. I learned who to go to for what. I knew Sarah in legal was slammed on Thursdays but lightning-fast on Tuesdays, so I always timed my requests accordingly. I understood people's schedules, strengths, and who their backups were when they were out.

When I finally transitioned into sales, something unexpected happened. I could stitch deals together so much faster than my peers. While they were figuring out who to email or waiting days for responses, I was calling people directly, navigating approvals, and moving deals forward with the velocity they couldn't match.

It wasn't that I was a better salesperson. It was that I had built an internal network before I ever needed it. That CSR role I didn't appreciate at the time? It gave me a holistic understanding of how deals actually move through an organization — and the relationships that make them move faster.

Looking back, those connections made me so much more successful and agile than my teammates. Not because I worked harder, but because I had infrastructure they were still trying to build from scratch.

Pro Tip: Internal Buy-In = External Confidence

Clients can feel when our internal alignment is tight. When our team's behind us, our confidence skyrockets. We negotiate better, handle objections with ease, and show up like the professionals they can trust.

‍And here's the bonus: when we master internal navigation, we can help our buyers do the same within their own organizations. Most buyers struggle to navigate their own internal structures. Helping them see the forest from the trees builds trust and compresses sales cycles. Win-win.

Try This Tomorrow

Before our next big meeting, ask: "Who internally needs to be on board for this deal to close smoothly?"

Schedule one 15-minute alignment chat with that person. That single conversation can save weeks in the sales cycle — not only for this deal, but for future ones. We become familiar with people and processes that allow deals to flow seamlessly from the inside.

Wrapping It Up

Internal buy-in isn't optional — it's the engine that drives deal velocity and credibility.

Remember: The first "yes" we need isn't from our customer. It's from our own team.

Keep selling smart — not solo.

‍As I say in my keynote: "If you want to go fast, go alone. But if you want to go far, go together." - Karen

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P.S. If this resonated with you, forward it to a teammate chasing a complex deal this week. Let's spread better sales habits, one inbox at a time.

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Big thanks to Paul Watts, CSL CSE CPSC, for having me on the Sales Reinvented Podcast to talk about one of my favorite topics — how fitness fuels sales performance.

In today’s high-pressure sales world, energy is the new currency. During our conversation, we explored how simple physical habits can give you an edge — not just in life, but in every deal you close.

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