In Closing Moves – Inside Brian’s Deal-Winning Playbook, Rory Sadler, CEO of trumpet, and Brian LaManna, Enterprise AE at Gong, tackled a topic many sellers get wrong, how to use Digital Sales Rooms effectively.
If your buyers aren’t engaging with your deal rooms, Brian says it’s probably not the tool that’s failing, it’s how you’re positioning it.
It’s not the platform, it’s the positioning
“If you just throw it into one email or two emails over the evaluation and get a couple of opens, and then say, ‘deal rooms aren’t working for me,’ well, they’re not working because you’re not positioning them in the right light.”
Deal rooms only work when sellers take ownership of how they’re introduced. Brian doesn’t treat them as another link, he treats them as the workspace for the deal.
Setting the tone from the start
“At the end of the call, I’ll say: ‘In advance of our next meeting, I’ve built this deal room to keep us 100% aligned. It includes our last call, the video you asked for, and a resource to help you socialise this with your CRO.’”
That one moment reframes the deal room as essential, not optional.
How to drive adoption
Brian’s advice is clear:
✅ Introduce it live on the call, not in a follow-up
✅ Frame it as their workspace for alignment
✅ Reference it in every email
✅ Make it visible -bolded, highlighted, and easy to find
“Once they open it once, they’ll keep coming back. It’s really just getting them into it for the first time.”
Adoption isn’t luck, it’s leadership.
FAQ
Why don’t buyers use Digital Sales Rooms consistently?
Because sellers often fail to position them as a shared workspace rather than a one-off link.
How should deal rooms be introduced?
It's best to show on a live on the call, with clear context on what’s inside and why it’s valuable to the buyer. Then send a link on your follow up email.
What’s the key to driving consistent engagement?
Reinforce it every time, reference it in every follow-up, and make it easy to access.
Head here to watch the full webinar
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