Reframing Customer Confidence – Selling More to Customers Struggling to Buy, With Brent Adamson

In today’s fast-paced, information-saturated world, customers are more overwhelmed than ever. Faced with endless options, complex decision-making processes, and competing priorities, many buyers ultimately default to the safest choice—or worse, make no decision at all. This hesitation isn’t just a roadblock for B2B sellers—it’s also their greatest opportunity to stand out. In this episode, we’re joined by Brent Adamson, renowned sales expert and co-author of The Challenger Sale, to explore a game-changing approach: helping customers build confidence in their own decision-making. Brent introduces the concept of “framemaking”—a strategy that shifts the seller’s role from persuader to trusted guide, providing buyers with the clarity and conviction they need to move forward. If you’re in B2B sales, leadership, or marketing, this episode will transform the way you approach customer interactions. Tune in to hear Brent’s thoughts on questions such as: Tell us a little about your background and the work you’ve done. What are you working on now? You’ve written that “B2B Buying” is broken. What does that mean? Why does it matter? What can companies selling to companies struggling to make decisions do to sell more? Where can we find out more? And much, much more! @media only screen and (max-width:1024px) {.fusion-title.fusion-title-84{margin-top:30px!important; margin-right:!important;margin-bottom:30px!important;margin-left:!important;}}Connect With Our GuestWebsite: https://www.AtoBInsight.com https://brentadamson.net Social Media Sites: LinkedIn .fusion-body .fusion-builder-column-55{width:100% !important;margin-top : 0px;margin-bottom : 70px;}.fusion-builder-column-55 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-55{width:100% !important;order : 0;}.fusion-builder-column-55 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:640px) {.fusion-body .fusion-builder-column-55{width:100% !important;order : 0;}.fusion-builder-column-55 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}.fusion-body .fusion-flex-container.fusion-builder-row-56{ padding-top : 0px;margin-top : 0px;padding-right : 0px;padding-bottom : 0px;margin-bottom : 0px;padding-left : 0px;}The post Reframing Customer Confidence – Selling More to Customers Struggling to Buy, With Brent Adamson first appeared on The Influencer's Edge Podcast with Speaker Paul Ross.