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Featuring Ollie Sharpe (CRO, Trumpet), Christina Brady (CEO & Co-founder, Luster), and Morgan J. Ingram (Founder & CEO, AMP Social)
The way people buy has changed dramatically. And if you're still selling the same way you did even two years ago, you're probably already falling behind. In a recent webinar hosted by Morgan J. Ingram, a powerhouse panel including Ollie Sharpe and Christina Brady dove into how modern sellers can reorient their approach around the buyer.
Here’s what you need to know and what to do next.
Buyers haven’t changed but their expectations have
Christina Brady made a powerful point early on: “Buyers haven’t changed hey’ve just become more bold about what they want.” In truth, buyers have always wanted transparency, personalisation, and ease. The shift? They’re no longer tolerating anything less.
From overloaded buying committees to research-driven decision-making, your prospects want to control the process and they expect sellers to guide, not push.
Flip the funnel: Be buyer-led, not seller-centric
Traditional sales frameworks still have value, but as Ollie Sharpe notes, “You can't control how many stakeholders are involved but you can guide how each of them engages.” Buying teams are complex, with 7–10+ stakeholders, each with different pain points, goals, and levels of influence.
That means sellers must:
- Understand each persona’s unique value drivers
- Slow down to properly multi-thread
- Guide the buying committee with relevant, persona-specific content
Stop forcing your sales process. Start aligning with theirs.
EQ is the new sales superpower
Sellers with strong EQ know how to:
- Sense when to push vs. when to pause
- Make prospects feel seen, not sold to
- Build trust and comfort across diverse stakeholders
“Buyers don’t want to be sold to - until they do. And when that moment comes, you better have earned it.”
Modern tools to enable the buyer journey
Digital sales rooms, mutual action plans, and video content aren’t just nice-to-haves, they’re table stakes.
Here’s how each guest approaches modern enablement:
- Ollie Sharpe: Trumpet empowers reps to deliver tailored, trackable content to every stakeholder in the deal, making it easier for buyers to buy.
- Christina Brady: At Luster, she helps GTM teams proactively prevent revenue-impacting mistakes by identifying skill gaps early.
- Morgan J. Ingram: At AMP Social, Morgan teaches sellers how to meet buyers where they are through content, social, and trust-first strategies.
The common thread is enabling reps to lead with value and giving buyers the space to choose their own adventure.
3 Immediate takeaways
- Personalise the journey – Think beyond segments. Build personalised paths for each stakeholder involved.
- Slow down to speed up – Spend more time understanding their process before pushing your own.
- Collaborate early – Introduce mutual action plans and co-create next steps with your champion.
Final thoughts
“Cater to the lurkers.”
Your buyer might not be talking to you but they’re watching. Consistent value, relevant content, and a guided process will win their trust and, eventually, their business.
This isn’t about being slick. It’s about being helpful. That’s how sales wins now.
Connect with the speakers:
- Ollie Sharpe – CRO, Trumpet
- Christina Brady – CEO & Co-founder, Luster
- Morgan J. Ingram – Founder & CEO, AMP Social
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