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In our recent trumpet Live webinar, Building a Sales Process Buyers Want to Follow, we caught up with a stellar lineup of sales leaders:
Andy Whyte (CEO of MEDDICC and author of MEDDICC: The Book),
Ollie Sharpe (CRO at trumpet),
Lauren Silvers (Director, GTM Programs at Ironclad),
Hosted by Rory Sadler (Co-Founder & CEO at trumpet).
Together, they explored what it really takes to create a buying experience that modern B2B buyers want to engage with.
One of the standout moments came from Andy Whyte, who reframed the role of discovery in the sales process:
“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.’”
Sales is collaboration, not persuasion
When a buyer experiences that moment of clarity, the relationship shifts. You're not just another sales rep pitching a product , you’re a partner in solving a real challenge.
This is what separates top performers from the rest. They don’t just run a process. They build credibility through curiosity, and trust through insight. And when it comes time to move forward, buyers feel aligned, not pressured.
![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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