『Why 75% of Buyers Don’t Want Reps and How Framemaking Helps Them Decide with Brent Adamson』のカバーアート

Why 75% of Buyers Don’t Want Reps and How Framemaking Helps Them Decide with Brent Adamson

Why 75% of Buyers Don’t Want Reps and How Framemaking Helps Them Decide with Brent Adamson

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About this episode Most B2B buyers say they would rather buy without talking to a sales rep. That sounds like a sales problem. Brent Adamson says it is deeper than that. Buyers are not just avoiding sellers. They are struggling to make confident decisions. Brent is one of the clearest voices in modern B2B sales. He is co-author of The Challenger Sale, the book that changed how many sales and marketing teams think about commercial conversations. In this episode, we talk about his new book, The Framemaking Sale, and why the next era of sales depends less on persuasion and more on helping buyers make sense of complexity. The short version: buyers do not need more information. They already have too much. They need help knowing what matters, what to ignore, who to involve, what questions to ask, and how to move forward with confidence. We get into why 75% of B2B buyers prefer a rep-free buying experience, why customer confidence matters more than supplier confidence, how framemaking differs from Challenger, why thought leadership can make buying harder, and what AI changes about the role of the human seller. If your sales or marketing team is still trying to prove value by adding more content, more insight, or more follow-up, this conversation will make you rethink the job. About Brent Adamson Brent Adamson is a researcher, speaker, and author best known for co-authoring The Challenger Sale and The Challenger Customer. He spent years leading research at CEB, later Gartner, on B2B buying, sales effectiveness, and commercial transformation. His latest book, The Framemaking Sale, focuses on how sales professionals can help buyers make confident decisions in a world of complexity, information overload, misalignment, and uncertainty. Connect with Brent on LinkedIn Get the book: The Framemaking Sale Chapters 00:00 Why buyers prefer rep-free buying 04:12 Becoming the seller buyers want 09:40 What buyers need from salespeople 11:35 Why decision confidence matters 16:05 What framemaking means 21:26 Framemaking and The Challenger Sale 25:39 Buyers need sensemaking 28:18 Helping teams become framemakers 35:01 Marketing’s role in framemaking 39:34 AI and the future of human selling A few things worth taking away B2B buyers are not always trying to avoid humans. They are trying to avoid sales interactions that make buying harder.The 75% rep-free statistic measures buyer preference, not buyer reality. Many buyers still have to talk to sellers, but that does not mean they want to.Decision confidence is one of the strongest drivers of high-quality, low-regret deals.The confidence that matters most is not the buyer’s confidence in your company. It is the buyer’s confidence in themselves and their own decision.Most sales and marketing teams are still trying to build supplier confidence. Framemaking shifts the goal toward customer self-confidence.Buyers are overwhelmed by complexity, information overload, internal misalignment, and uncertainty about outcomes.The Challenger Sale helped sellers reframe the customer’s thinking. The Framemaking Sale helps customers make sense of competing ideas so they can decide.Thought leadership created a new problem. Everyone sounds smart, so buyers are left with more content, more claims, and less clarity.Marketing can support framemaking by interviewing customers about the buying journey, not just the product outcome.The best question from Brent: “If you had to do it all over again, what might you do differently just to make your lives a little bit easier?”AI may answer questions, summarize options, and produce tables. But buyers may still want to talk to someone they trust before making a hard decision. A few lines that stuck with me “The data does not say 75% of B2B buyers would prefer a human-free experience.” — Brent Adamson “What would it take to be the one seller, the one sales team, that your customers actually do want to talk to?” — Brent Adamson “It’s not customers’ confidence in us that matters. It’s customers’ confidence in themselves.” — Brent Adamson “While we’re all in sales and marketing solving for getting customers to know something, the single biggest secret passage to growth is getting customers to feel something.” — Brent Adamson “What if your value as a seller isn’t your expertise, but your access to the experience of other companies like them?” — Brent Adamson Resources mentioned The Framemaking Sale by Brent AdamsonThe Challenger Sale by Matthew Dixon and Brent AdamsonThe Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner, and Nick TomanGartner research on rep-free buying experiencesRobert Cialdini, Influence, and the idea of social proofCEB / Gartner research on decision confidenceEcosystems and value management maturity models Listen and subscribe If you found this episode helpful, subscribe to the B2B Roundtable Podcast wherever you listen. Full transcript Brian Carroll: Welcome to the B2B ...
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