In any M&A transaction, there’s a fascinating shift that often happens during management presentations. While the seller typically starts by pitching the buyer, a point may come when the buyer begins to “sell” the seller. This is a key moment in the journey toward “Getting to We,” where the buyer envisions a shared future and becomes deeply invested in making the deal work.

This transition is often led by the buyer’s product champion—the person responsible for evaluating how your solution integrates into their own roadmap. Their enthusiasm can set the tone for the entire transaction. If they see your product as transformative, their excitement will ripple through the buyer’s team, accelerating alignment. Conversely, a lack of passion from this key stakeholder can stall or even derail a deal.

A strong product fit is critical to making this connection. The buyer must believe that your offering complements theirs and creates mutual opportunities for growth. When this alignment occurs, the product champion doesn’t just advocate for your product; they champion your team, recognizing that your people are essential to unlocking the product’s potential.

This dynamic also reveals a deeper truth about buyers. When they’re focused on product and team alignment, it shows they’re investing in the long-term strategic value of your company. If, however, they seem indifferent to your vision or people, they may see your business primarily as a financial play—valuing customers or revenue over innovation.

The presence of an enthusiastic product champion is a powerful signal that a buyer is committed to integration and growth. For sellers, listening closely to this voice during the process is key to understanding not only the deal’s direction but also the future partnership’s potential.