When 75% of B2B buyers say they would prefer to complete complex purchases without ever speaking to a sales professional, it raises an uncomfortable question.What would make a customer actually want to talk to you?In this episode, Brent Adamson, co-author of The Challenger Sale and author of The Framemaking Sale, explores how the nature of B2B buying has fundamentally changed.Today’s customers are not short on information. They are overwhelmed by it.The result is not better decisions. It is slower decisions, smaller decisions, and in many cases, no decision at all.For customers, this shows up as frustration. For sellers, it shows up as stalled deals, missed targets, and pipeline that never converts.Fifteen years ago, The Challenger Sale introduced the idea of frame breaking. Teach customers something new. Show them a different way to think about their business.That still matters.But in a world defined by decision complexity, it is no longer enough.This is where frame making comes in.The goal is not to change how customers see you. It is to strengthen how customers see themselves. Their confidence in asking the right questions. Their confidence in aligning stakeholders. Their confidence in making a decision they can stand behind.In this conversation, we explore:Why most B2B deals stall due to lack of customer confidenceThe shift from frame breaking to frame makingHow to reduce decision complexity in enterprise salesWhy “no decision” is the real competitionHow to help customers move forward with clarity and convictionIf you work in B2B sales, revenue leadership, or go-to-market strategy, this episode offers a different way to think about selling.Not as persuasion.But as helping customers make the best decision they can, in as little time as possible.Key TopicsWhy 75% of B2B Buyers Avoid SalespeopleThe Real Problem: Decision Complexity in Modern BuyingWhy Deals Stall (And It’s Not Price or Product)The Challenger Sale: What Frame Breaking Really MeansWhy Challenger Is No Longer EnoughIntroducing Frame MakingFrom Persuasion to Customer ConfidenceWhat “Decision Confidence” Actually MeansThe Role of Agency in SalesWhy “No Decision” Is Your Biggest CompetitorHow to Help Customers Move ForwardThe Future of B2B SalesTickfire QuestionsAbout Brent AdamsonBrent Adamson is a researcher, author, and advisor to B2B commercial leaders around the world. He is best known as the co-author of The Challenger Sale and The Challenger Customer, two of the most influential books in modern sales.His latest work, The Framemaking Sale, explores how sellers can help customers navigate decision complexity and build the confidence needed to make high-stakes decisions.Brent’s work is grounded in years of research into how buying actually happens inside large organizations. He regularly advises executive teams and has presented at leadership sessions, boardrooms, and conferences globally.He is also a frequent contributor to Harvard Business Review.Follow Brent Adamson on LinkedIn: https://www.linkedin.com/in/brentadamson/Check out Brent's YouTube Framemaking Sale Channel for more book insights: https://www.youtube.com/@TheFramemakingSaleAnd Brent's main YouTube channel: https://www.youtube.com/@BrentAdamson-m2fFollow Richard Washington on LinkedIn: https://www.linkedin.com/in/richwash/Read the Growth Magnet newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7083793079794556928Subscribe for more conversations that go beyond tactics, and into what makes great operators actually tick @whatmakesyoutick#B2BSales #ChallengerSale #FrameMaking #SalesStrategy #BrentAdamson #TickTalent #WMYT

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