Ever had a deal that felt "done"… only for someone to appear out of nowhere and derail it?

In this episode, Richard and Ricky explore one of the most common — and costly — mistakes in complex sales: assuming one strong champion is enough. Having a supporter doesn't mean you've sold the deal. It often means you've only sold part of the story.

We break down the four buyer types in complex sales and explain: Why deals stall even when you have internal advocacy

• How unseen stakeholders quietly influence outcomes
• What happens when you don't know who really has a say
• How this applies not just externally, but internally too

You'll also hear a familiar scenario — the moment the atmosphere changes, the objections shift, and you realise the decision is no longer in your control.

This episode will help you:

• Identify who truly needs to be involved
• Understand what matters to different buyer types
• Tailor your message so it lands with everyone, not just your champion