The Framemaking Sale for B2B sales. How to create buyer confidence, reduce regret, and win bigger, cleaner deals. Brent Adamson shares why “be helpful” beats “be the smartest” in 2025.

What you’ll learn

• What “frame making” is and how it differs from Challenger
• How to drive high quality, low regret deals
• Where frame making plugs into discovery, objections, and coaching
• Why differentiation now means reducing decision complexity
• How to turn customer stories into practical buying advice
• How to rethink buyer intent, NPS, and thought leadership
• The role of AI in buying and why humans must solve for “feel,” not “know”

Chapters
00:31 Intro to Brent Adamson and the “crystal ball” joke
02:06 Why another sales book and how frame making differs from Challenger
04:44 Implementing frame making in training, discovery, and objections
07:50 What good sales training looks like in practice
09:39 Sense making vs frame making
13:42 Differentiation in 2025: from product to solutions to helpful
18:19 The four buyer challenges and the real enemy: exhaustion
21:34 Rethinking trust: build customer self-trust first
25:44 Better questions: “phrases that frame”
27:40 High quality, low regret deals defined
30:19 How to de-risk regret and align stakeholders
33:47 Where AI helps, where it breaks, and what sellers must do
38:57 Burn It or Build It: rapid-fire takes
47:30 One actionable tip for 2026 + where to find Brent

Who this helps

• CROs and VPs of Sales under pressure to grow without discounting
• Sales managers coaching discovery and objection handling
• Enterprise AEs selling complex solutions
• Marketing and enablement teams building content that actually helps buyers

Guest

• Brent Adamson, author, The Frame Making Sale; coauthor, The Challenger Sale and The Challenger Customer
• Website: https://framemakingsale.com
• LinkedIn: https://www.linkedin.com/in/brentadamson/

Host

• Digital Rebels Consulting: https://DigitalRebelsConsulting.com
• Marc Crosby on LinkedIn: https://www.linkedin.com/in/marc-crosby/ (assumed; replace if different)

Keywords
frame making sale, B2B sales, buyer confidence, low regret deals, differentiation, sales training, discovery, objection handling, sense making, challenger sale, challenger customer, customer verified pipeline, enterprise sales, decision complexity, information overload, outcome uncertainty, objective misalignment, sales methodology, sales enablement, LinkedIn content, buyer intent, NPS, AI in sales #B2BSales #FrameMaking #BuyerConfidence #SalesLeadership #ChallengerSale #SalesTraining #EnterpriseSales #DigitalRebels #BurnThePlaybookframe making sale; Brent Adamson; Challenger Sale; Challenger Customer; buyer confidence; low regret deals; B2B differentiation; sense making; sales discovery; objection handling; customer verified pipeline; enterpri

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