The Transaction · 2025-01-30 · 1h 0m
When your buyer isn’t confident in the decision they’re making, they will choose not to decide. Meaning, that you’re not going to close that deal, which is a serious problem in B2B. To help solve that problem, we’re thrilled to welcome Brent Adamson, the co-author of The Challenger Sale and renowned sales speaker, to the show. Brent joins hosts Matt Amundson and Craig Rosenberg to discuss the crucial sales topics in his new upcoming book, The Framemaking Sale . They get into the problem with value-selling, why sellers need to teach buyers how to buy with confidence, and where thought leadership is falling short in today’s environment. Also, Craig pitches an idea for a radical new podcast and Matt cuts to the front of the line to call dibs. Critical Takeaways Focus more on building customer confidence in their own decision-making abilities rather than just showcasing the value of your product. If customers are reluctant or unsure, they will likely delay or avoid purchasing altogether. Bring implementation and customer success representatives into pre-sale discussions.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Guy Rubin - 2026 GTM BenchmarksCloud Radio · on SaaS95 / 100
Ep. 191 Andrew Lindsey, Chief Executive Officer at Flexnode | Data Center Go-to-Market PodcastData Center Go-to-Market Podcast · on go-to-market87 / 100
AI Agents Fail for 2 Reasons. Crowdsourcing Solved Both. | Julia Dalton, SVP Product (Capacity)LaunchPod · on SaaS86 / 100
Ep. 199 - What AI Taught One Founder About the Future of SaaSSaaS Backwards · on SaaS79 / 100
MicroConf Tactics: He Built Two Unicorns. Here’s The Only AI Startup He’d Build in 2026MicroConf On Air · on SaaS79 / 100
From ‘You’ll Never Make It’ to the C-Suite: Dr. DeRetta Rhodes, EVP & Chief People & Culture Officer, The Atlanta BravesExecutiveland · on C suite78 / 100
How Founder POV Helps Sales Build Buyer Confidence with Jim Wilson, Partner at Costanoa Ventures - Ep 8485 / 100
Building Brand Momentum in Market with Carilu Dietrich & Maya Spivak - Live Session - Ep 8370 / 100
An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 8276 / 100
Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 8176 / 100
The AEO Playbook: Own the AI Shortlist - Live with Sydney Sloan at GTM Tailwinds - Ep 8085 / 100