In our recent webinar hosted by trumpet, Ollie Sharpe, CRO, and Rory Sadler, CEO, shared their expert insights on a topic that's gaining significant traction in B2B sales: the importance of the buyer experience. As B2B sales continue to evolve, the emphasis is shifting from traditional sales processes to a more buyer-centric approach. Ollie and Rory's discussion highlighted how sales teams can embrace this shift and ultimately close more deals by prioritising the buyer experience.
A shift in perspective: From sales process to buyer process
At the core of the conversation, Ollie highlighted a fundamental shift in how sales teams should approach the buying journey. “I think it's just a big shift because I think that when it's buyer experience, it's about making them the centre of what happens in your sales process. It's no longer about a sales process; it's about the buying process."
This shift calls for a complete rethink of how sales prospecting is approached. Rather than focusing on guiding a prospect through a funnel, sales teams should prioritise the buyer’s journey, understanding that each buyer has unique needs. As Rory emphasised, “Whether it’s marketing-based or account-based marketing, it becomes a sales thing… This gives a really bad experience.” The key to a successful B2B strategy is offering the right information, to the right person, at the right time.
Personalisation is key: Emulating the consumer experience
Ollie drew a compelling comparison with Apple. “When you go into the Apple Store, each area is organised per product… They know what you're looking for based on where you are.” This level of personalisation is what makes the Apple buying experience so seamless and it's exactly what we should be striving for in sales.
“It’s about drip-feeding,” Ollie explained, “It’s understanding what they need at that moment, not sending them five bits of content you think they want.” Platforms like trumpet’s Digital Sales Rooms allow sellers to share relevant content at the right time and give buyers control without the email clutter.
The challenge of overwhelm in the B2B buying journey
Rory made a key point:
“A buyer can have 1,500 different tools put across their desk from cold outreach to their network.” The noise is real, and it’s causing decision fatigue.
With 83% of the buyer's journey being self-guided, the role of a salesperson is to make it easier, not harder, for buyers to make decisions. That means providing only what's needed and doing so in a clear, timely way. When you get it wrong, deals stall. When you get it right, you gain trust and momentum.
How Digital Sales Rooms facilitate the buyer experience
“What happens if you don’t do this? The buyer feels overwhelmed,” said Ollie. trumpet's Digital Sales Rooms solve this by becoming a single, central hub for everything a buyer might need. From case studies to Mutual Action Plans, they give clarity to complex deals.
“If we could put all of that into one space, it just makes sense.”
A sales rep’s job isn’t to push, it’s to guide. The tools you use should reflect that.
Making the complex simple
"In the world of B2B, sales is becoming more project management," Ollie noted. With so many moving parts and stakeholders involved, what matters is making that process as smooth as possible.
From engagement insights to deal timelines, Digital Sales Rooms give sales teams visibility, consistency, and an edge in closing.
Final thoughts
This webinar made one thing clear: the future of sales is buyer-led. The most successful teams will be those who listen to what buyers need, support them with clarity, and make the complex feel simple.
As Rory said, “What happens if you don’t do this? The buyer feels overwhelmed.” So don’t let them be. Lead with empathy, deliver with relevance and build your buyer experience like it’s your biggest competitive advantage.
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![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)