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We all know buyers are demanding more clarity, relevance, and trust. In our recent trumpet live webinar, "Building a Sales Process Buyers Want to Follow," we brought together leading voices in the space to unpack what it truly takes to create a buyer-first journey.
Meet the speakers:
- Andy Whyte, CEO of MEDDICC, Author of MEDDICC: The Book
- Ollie Sharpe, CRO at trumpet, formerly of LinkedIn & Salesloft
- Lauren Silvers, Director of GTM Programs at Ironclad
- Hosted by Rory Sadler, CEO & Co-founder of trumpet
Key takeaways:
- Discovery is about shaping buyer thinking, not just collecting facts.
- Buyers value clarity, relevance, and low-risk paths over flashy pitches.
- Trust is fragile. Authenticity beats automation.
- The right tailored content, delivered at the right moment, drives purchase decisions.
- Digital Sales Rooms are critical for internal selling and modern stakeholder alignment.
What is the real purpose of discovery in B2B sales?
Andy Whyte, CEO of MEDDICC, broke down the importance of going beyond checkbox-style discovery:
“You’re not just asking discovery questions to extract the information you need to sell against. You're asking so the customer comes to this world of realisation… ‘Yeah, that would be great. I didn’t realise that was such a big problem.’”
Effective discovery shifts the buyer’s mindset. It helps them understand the problem more deeplyand builds trust in your ability to solve it.
Does AI hurt rrust in B2B buying experiences?
As AI usage skyrockets, Rory Sadler, CEO of trumpet, raised a warning:
“AI is definitely leading to a trust issue. You can kind of tell when something's a bit AI-orientated… just how it’s worded, how it’s formatted. We’re starting to get a nose for it.”
The key? Don’t let AI dilute authenticity. Buyers still want human connection and genuine insight.
Do B2B buyers prefer a rep-free experience?
According to Ollie Sharpe, CRO of trumpet:
“Nearly 50% of buyers prefer a rep-free experience. They want clarity over complexity. They want a low-risk path and confidence they’re making the right decision.”
Buyers now spend only 17% of their time with sellers. They need self-serve clarity, not pressure. This means your sales process must support decision-making with or without a rep present.
Why is Tailored Content a Top Priority for Buyers?
Buyers don’t want more content. They want the right content, when and where it’s relevant. As Ollie explains:
“This is ranked as one of the top purchase drivers: the right tailored content - not more content.”
Using tools like trumpet Pods (Digital Sales Rooms), you can centralise and personalise assets - helping buyers align internally without chasing files or email threads.
How can sellers become trusted guides for buyers?
Throughout the discussion, all speakers agreed: modern sales is about enablement, not control. The most effective sellers:
- Guide buyers with insightful discovery
- Avoid AI-overload and stay authentic
- Offer relevant, self-serve content in context
- Enable buyers to build internal alignment confidently
With the right tools and mindset, sellers can become collaborative advisors, not just vendors.
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