When it comes to sales success, it’s easy to focus on individual selling styles. After all, account executives and business development representatives each bring their own approach to the table. But as Malvina El-Sayegh, Director of Revenue Enablement at Oyster, points out, what really matters is the experience you deliver to your buyers.
"They’re all unique individuals, right? They all have their certain way of doing things. They all have their approach, but ultimately it’s the experience that you give your buyers."
No matter how different your team members are, buyers should feel the same level of service and professionalism in every interaction.
Why buyer experience consistency matters
A standout sales process isn’t just about closing deals—it’s about making buyers feel supported and valued at every step. Malvina emphasises the importance of a consistent experience across team members:
"The experience for the customer should be the same, right? So if someone talks to you, it’s like, ‘Oh, I had this incredible experience with Rory. He really made me feel comfortable. He showcased credibility. He was really trustworthy. The whole process was very seamless. He gave me access to everything that I needed at the right time.’"
That’s the goal: buyers should walk away from every interaction feeling confident and cared for, regardless of who they speak with.
Balancing individual flair with consistency
Of course, no one’s saying your team should sound like robots. Individual personality and rapport are key to building authentic relationships. Malvina acknowledges this balance:
"Obviously everyone’s going to take their own spin and put their own flair on things, but that experience should be the same."
Consistency isn’t about stifling creativity—it’s about ensuring that no matter who your buyer engages with, the process remains smooth, informative, and trustworthy.
How to improve consistency in your sales process:
✅ Document your sales process: Make sure everyone follows the same steps, especially for key stages like discovery calls and follow-ups.
✅ Create shared resources: Use platforms like Digital Sales Rooms to ensure buyers always get the right information at the right time.
✅ Train for the experience, not just the pitch: Focus on making buyers feel comfortable, heard, and supported throughout their journey.
Final thoughts
Every interaction matters. As Malvina reminds us, buyers should experience the same level of trust and seamlessness no matter who they speak to.
"You want that experience for the buyer to be almost the same irrespective of who they talk to."
Want to hear more insights from Malvina El-Sayegh? Watch the full video to discover how creating consistent buyer experiences drives sales success.
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