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In the latest trumpet webinar, ‘Why your buyer experience is more important than your sales process’, trumpet CEO Rory Sadler and CRO Ollie Sharpe sat down to talk all things buyer experience-and why it’s becoming the competitive edge in B2B sales.
To kick things off, Rory draws a surprising comparison between one of the world’s most iconic retail experiences and modern B2B sales.
“If any of you have ever been to an Apple Store, it feels incredibly personalised. Each area is organised per product, they’re ready to use, ready to try. And when someone approaches you, they don’t say ‘how can I help you today?’… They know what you’re looking for based on where you are in the store.”
That feeling of being seen and understood instantly-it's exactly what today’s buyers expect.
Rory continues:
“If you’re checking out the new iPhone 16, they’ll say: ‘Hey, did you know this camera can do X, Y, and Z?’ It’s helpful, it’s informative, it’s relevant.”
And that kind of personalised, context-aware engagement? It’s no longer just for B2C brands. The ripple effect of modern consumer expectations is now shaping how B2B buyers evaluate and engage with vendors.
We’re in a buyer’s market. They want clarity, not clutter. Helpfulness, not hard sells.
And if your sales process doesn’t reflect that, your buyers will simply walk next door-to a seller who does make it easy.
👉 Missed the live webinar. You can watch the full video here.
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