In our latest webinar, Closing Moves – Inside Brian’s Deal-Winning Playbook, trumpet CEO Rory Sadler, CEO of trumpet, and Brian LaManna, Enterprise AE at Gong, to unpack how top-performing reps create momentum and eliminate surprises in the deal cycle.
Buyers don’t always know the path
Brian explains that while sellers know their sales process inside out, buyers often don’t know what an effective software evaluation looks like. That’s why he sets expectations visually and early:
“Buyers don't always know how to buy software… I don’t want to surprise someone at the end of the call with a tailored demo or reference they weren’t expecting.”
Instead of leaving buyers guessing, Brian uses mutual success plans and Digital Sales Rooms to provide a roadmap, outline next steps, and make the closing path feel collaborative, not seller-driven.
Making It Mutual
To avoid friction and keep momentum, Brian walks buyers through legal, security and procurement early:
“I like to share my screen and show the mutual success plan… so it feels like there’s true mutual ownership, this isn’t just my plan to close the deal. It’s our plan to get Gong in your hands.”
That shift from my process to our process changes everything -for champions, committees, and CFOs alike.
Why it Works
✅ Removes surprises
✅ Builds buyer confidence
✅ Sets expectations early
✅ Makes late-stage conversations smoother
✅ Creates shared accountability
FAQ
Why do buyers need guidance during software evaluations?
Because most don’t know the standard steps, risks, or stakeholders involved - leaving room for confusion and delays.
What is a mutual success plan in sales?
It’s a shared roadmap outlining next steps, owners, timelines and approvals, created with the buyer, not for them.
How does this help deals close faster?
It removes friction, organises stakeholders and keeps momentum between calls without surprises.
Head here to watch the full webinar:
![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
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