156: The Buyer Confidence Gap That’s Costing You Millions | Brent Adamson
Brent Adamson, world-renowned researcher and co-author of The Challenger Sale, returns to the spotlight to tackle a new problem: B2B buying is broken. In today’s content-saturated, risk-averse landscape, traditional sales tactics just don’t cut it. Brent joins host Damon Lembi to introduce the Frame Making model - a revolutionary approach that helps customers feel more confident in their decisions by reframing how sellers engage with them.
Read the full breakdown of Brent Adamson’s episode on Learnit.
Key Leadership Lessons from Brent Adamson’s Journey:
Confidence is the new competitive edge. B2B sales success hinges not on being the smartest in the room - but on helping customers trust their own ability to decide.
More content ≠ more clarity. The “smartness arms race” has overwhelmed buying groups; sellers must now curate and coach rather than overwhelm.
Emotional calibration builds trust. Strategic language and empathetic framing help sellers connect faster, reduce decision friction, and close more complex deals.
Connect with Brent Adamson:
Book: The Frame Making Sale
LinkedIn: Brent Adamson
Brent Adamson’s work continues to shape the future of sales by reframing what sellers really need to do: make buying easier.
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