In this episode of SalesTV, Brent Adamson - co-author of “The Challenger Sale”, “The Challenger Customer”, and “The Framemaking Sale” – sits down with Rob Durant to explain why sales teams must become Framemakers - helping customers simplify complexity, reduce decision friction, and build confidence in themselves. Brent shares how sales leaders can drive strategic value by shifting from supplier confidence to building buyer decision confidence.
In this conversation, Brent and Rob explore what happens when B2B buyers are overloaded with information yet unsure how to move forward. They reveal how sellers who coach customers through their own uncertainty become indispensable business partners - not just vendors.
Chapters
00:00 Intro – Why Sales needs Framemakers
01:11 From Revenue to Strategic Value
04:23 Decision Confidence - The Key to High-Quality Deals
09:05 Supplier Confidence vs Self-Confidence
13:03 The Three E’s of Framemaking - Establish, Engage, Execute
18:28 AI and the Rep-Free Experience
24:05 The Human Side of Sales - Empathy and Relationships
28:06 The ONE THING - Your biggest opportunity
In this episode we asked…
* How can sales teams drive strategic value beyond closing deals?
* What does it mean to be a Framemaker in modern B2B sales?
* How does Decision Confidence lead to better business outcomes?
* Why should sellers focus on customer self-confidence, not supplier credibility?
* How can empathy, access, and social proof turn sales into a strategic function?
* What can AI never replace about human connection in sales?
Key Takeaways
* The biggest driver of high-quality, low-regret deals is Decision Confidence - customers’ confidence in themselves, not in the supplier.
* “It’s not customers’ supplier confidence, but their self-confidence that matters most.” - Brent Adamson
* Sales professionals deliver strategic value by guiding customers through complexity, not pushing solutions.
* Social proof (“In working with other customers like you…”) is the language of confidence.
* AI can’t replace empathy - human connection remains the differentiator.
* Doing what’s right for sales and what’s right for humanity are now aligned.
Brent Adamson redefines what it means to sell in a world where B2B buyers are overwhelmed and 75% prefer a rep-free experience. His new book, The Framemaking Sale, introduces the concept of the Framemaker Mindset - sellers who help customers simplify complex choices and make confident decisions. This episode explores how to transform sales from a transactional revenue engine into a strategic business function that strengthens collaboration, builds relationships, and accelerates growth. Learn how Decision Confidence drives better outcomes, why sales strategy must evolve, and what it takes to become the one seller your customers want to talk to.
The ONE THING Brent Adamson wants you to take away -
Your biggest opportunity isn’t changing how customers think about you - it’s helping them change how they think about themselves. Confidence closes more deals than persuasion ever will.
About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.
About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.
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