About the episode:
In this episode, Michael and Lawrence dive into why traditional sales enablement often fails and how shifting to buyer enablement can actually drive revenue. They discuss the importance of developing writing skills for modern sellers, creating scalable buyer persona frameworks, and why most of the deal happens outside of sales calls - plus Lawrence shares some hard-won lessons from building enablement programs from scratch.
About the guest:
Lawrence Wayne O’Connor is a seasoned sales enablement expert with over a decade of experience who has built three different enablement programs from the ground up, supporting over 80 sellers globally across companies ranging from Apple to startups. Based in North London as an expat from Chicago, Lawrence now runs an independent consultancy focused on shifting from traditional seller training to buyer enablement, helping organizations create systems that influence buyer decisions rather than just coaching call behavior.
Where to find Lawrence Wayne O’Connor:
LinkedIn: https://www.linkedin.com/in/sirlawrencewayne/
Where to find Michael (Founder & CEO @ SellMeThisPen AI):
Email: michael@sellmethispen.ai
LinkedIn https://www.linkedin.com/in/michaelocean/
Try SellMeThisPen AI @ https://www.sellmethispen.ai/
🌟 SellMeThisPen AI is the only all-in-one AI sales coaching platform that helps sellers in every step of their journey.
Before client calls - Role-play realistic sales conversations with AI to perfect your pitch and practice objection handling, without burning precious leads.
During client calls - Receive real-time guidance to handle objections consistently and get reminded to ask the right questions so you can win deals faster.
After client calls - Get unbiased feedback so you can improve next time. And it doesn't stop there—SMTP takes care of your notes and CRM updates so you can focus on selling instead of admin work.
