Episode 3: How to Sell More by Boosting Customer Confidence with Brent Adamson

Helping Customers Buy: The Frame-Making Sale | Sales Re-purposed, Episode 3 The biggest challenge in B2B sales today isn't selling solutions — it's helping customers buy them. In this episode, host Ian Lowe welcomes Brent Adamson, globally renowned B2B sales expert and co-author of The Challenger Sale, to unpack his groundbreaking new book, The Frame-Making Sale. Brent reveals why boosting customer confidence — not just delivering information — is the real key to closing bigger, better deals. The conversation dives into why high-quality, low-regret B2B buying decisions come down to emotion as much as logic, and why customers today choose bigger solutions, broader scope, and higher price points when they feel confident, not just informed. Building on the purpose-driven foundation from our conversation with Aaron Hurst in episode 1, this episode pushes the question further: it's not enough for purpose to be a slogan — customers have to feel it. So how are you making your customers feel? 🔔 Subscribe and join us as we bring purpose back to sales. #SalesRepurposed #TheFrameMakingSale #ChallengerSale #B2BSales