*This episode was recorded during our Soundcheck days — now proudly rebranded as GTM Insider.

TL;DR

• Buyer enablement is about making the buying process easy, consistent, and informative from start to finish.

• Enablement should span beyond sales to the entire customer journey—especially post-sale touchpoints.

• Discovery shouldn't feel like an interrogation; lead with insights, not just questions.

• Buyers expect to see the product early—demo the most relevant features in the first call.

• Consistency in sales experience matters: every buyer should feel guided, not overwhelmed.

• Follow-ups, agenda setting, and Loom videos may seem small, but they help maintain momentum.

• Business cases should be co-created, personalized, and vendor-neutral to help champions secure internal buy-in.

• The future of B2B sales is about simplifying the decision-making process, with AI as a co-pilot, not a replacement.

In this episode of The Sound Check, Malvina El-Sayegh, Director of Revenue Enablement at Oyster, shares how modern sales teams can build trust and momentum through buyer enablement. She discusses how to reduce friction, streamline internal processes, and support buyers from first touch to closed-won—and beyond.

Enablement Beyond Sales

Malvina explains that true enablement spans the entire buyer journey—not just from first outreach to closed-won, but all the way through implementation and retention.

She recommends that small enablement teams prioritize efforts by bandwidth: “You want to do everything, but you need to ask what will have the biggest impact right now.”

Create Consistency in the Buyer Experience

Every rep has their own style—but buyers shouldn’t feel like they’re dealing with a completely different company depending on who they speak to.

“Set the internal standard of what good looks like,” says Malvina. “Your sales process, discovery, demos, and follow-up should all align with your culture and mission.”

Ditch the Interrogation Discovery

Malvina is candid: “I hate being discovered on.” Instead of firing off questions, she prefers reps who lead with insights, trends, and questions rooted in what other buyers are facing.

“Buyers don’t have all the answers. Great sellers help them think differently and learn something new.”

This approach aligns well with Trumpet’s blog on the psychology of modern buyers.

Show the Product Early, But Show Less

“We all have the attention span of a goldfish,” Malvina jokes. Reps should focus early demos on 2–3 relevant features tied directly to buyer pain points.

“Don’t overwhelm them. Give them just enough to want more—and link it back to their priorities.”

This highlights the value of tailored product previews inside Trumpet’s digital sales rooms.

Follow Up. Always.

Follow-up emails, meeting agendas, and Loom videos might seem small—but they’re the foundations of momentum. “Deals die when there’s no follow-up,” Malvina says.

She encourages teams to follow up the same day, outline the agenda up front, and use short videos to recap key takeaways or provide internal content for other stakeholders.

Co-Create a Vendor-Neutral Business Case

Business cases shouldn't read like a pitch deck. Malvina shares a story where a vendor-written business case backfired for being too biased.

“It needs to reflect the buyer’s world—not just your features. Help your champion look smart internally by writing in their language, framing their challenges, and presenting options honestly.”

This fits neatly with Trumpet’s philosophy of creating high-trust, collaborative buying experiences through tools like mutual action plans.

AI Won’t Replace Reps—But It Will Boost Them

Malvina sees AI as a co-pilot, not a replacement. “It can help with efficiency—like writing follow-ups, summarizing calls, and building draft business cases—but sellers still need to own the narrative and decision process.”

Final Thought: Simplify, Don’t Sell Harder

In a world of information overload, the best sellers help buyers cut through noise—not add to it. Malvina encourages teams to lean into buyer enablement by simplifying decisions, guiding discovery, and building momentum with small, high-impact touches.

👉 Want to equip your team with buyer-led tools that simplify and scale? Book a demo with Trumpet to see how digital sales rooms, mutual action plans, and buyer analytics come together to move deals forward.

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