In today’s fast-paced, information-saturated world, customers are more overwhelmed than ever. Faced with endless options, complex decision-making processes, and competing priorities, many buyers ultimately default to the safest choice—or worse, make no decision at all.

This hesitation isn’t just a roadblock for B2B sellers—it’s also their greatest opportunity to stand out.

In this episode, we’re joined by Brent Adamson, renowned sales expert and co-author of The Challenger Sale, to explore a game-changing approach: helping customers build confidence in their own decision-making.

Brent introduces the concept of “framemaking”—a strategy that shifts the seller’s role from persuader to trusted guide, providing buyers with the clarity and conviction they need to move forward.

If you’re in B2B sales, leadership, or marketing, this episode will transform the way you approach customer interactions.

Tune in to hear Brent’s thoughts on questions such as:

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The post Reframing Customer Confidence – Selling More to Customers Struggling to Buy, With Brent Adamson first appeared on The Influencer's Edge Podcast with Speaker Paul Ross.