Why Enterprise Buyers Lose Confidence | Brent Adamson (The Challenger Sale)

Why do enterprise deals stall even when the buyer likes your product?Why do great sales calls lead to “let me think about it”?And why do so many B2B buyers disappear after showing genuine interest?In this Best Bits episode of Making Revenue Tick, Brent Adamson — co-author of The Challenger Sale and author of The Framemaking Sale — breaks down the psychology behind modern enterprise buying decisions, why complex B2B sales feel increasingly difficult, and what elite sellers do differently.Watch the Full Episode:E.131 - Sell More by Boosting Customer Confidence (from Challenger to Framemaking)https://youtu.be/-QJaJvzXSV4?si=1i-YzCjwPvC91oisOne of the biggest ideas in this conversation:Customers rarely need more information.They need more confidence.Brent explains why the real blocker in enterprise sales is often not your competitor, your pricing, or your product.It is the buyer’s confidence in:- their decision- their internal alignment- their ability to navigate risk- their organisation’s readiness for changeThis episode explores:- Why enterprise deals stall- Why B2B buyers ghost sales teams- The psychology behind complex sales- How top enterprise sellers build buyer confidence- Why customers freeze on high-stakes decisions- How to improve win rates in B2B sales- The evolution from Challenger Sale to Framemaking- Why customer uncertainty kills momentum- How elite sellers help buyers make sense of complexity- Why modern sales is shifting from persuasion to guidanceIf you work in:- Enterprise Sales- SaaS Sales- Revenue Leadership- B2B Sales- Sales Enablement- Go-To-Market- Customer Success- Founder-led Sales…this conversation will completely change how you think about buying behaviour.About Brent AdamsonBrent Adamson is one of the most influential thinkers in modern B2B sales.He is the co-author of:- The Challenger Sale- The Challenger Customerand author of:- The Framemaking SaleHis work focuses on:- enterprise buying psychology- customer decision-making- commercial leadership- sales strategy- buyer confidence- complex B2B salesBrent regularly advises executive teams and revenue leaders around the world and is also a contributor to Harvard Business Review.Connect with Brent:LinkedIn:https://www.linkedin.com/in/brentadamson/Framemaking Sale YouTube:https://www.youtube.com/@TheFramemakingSaleBrent’s YouTube:https://www.youtube.com/@BrentAdamson-m2fConnect with Richard Washington:https://www.linkedin.com/in/richwash/Read the Growth Magnet newsletter:https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7083793079794556928Subscribe for more conversations with elite founders, CROs, sales leaders, and operators:@whatmakesyoutick