Скачать или смотреть The Framemaking Approach: Boosting Customer Self-Confidence

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Most SaaS teams think they’re losing to competitors—but they’re actually losing to no decision at all.

In this episode, Brent Adamson, co-author of The Challenger Sale and The Challenger Customer, joins host Ken Lempit to unpack his latest work, The Framemaking Sale—a mindset that helps buyers build the confidence to act. Brent explains why the traditional “teach for differentiation” playbook no longer works, how to make buyers feel smarter instead of sold to, and what it really takes to move complex SaaS deals forward.

Key insights:
Why indecision—not competition—is your biggest SaaS threat
How to make buyers confident in their decision, not just your product
What sales and marketing must do differently in 2025
How top SaaS sellers become trusted advisors by helping buyers trust themselves

If you’re a B2B SaaS CRO, CMO, or go-to-market leader, this episode reframes how to win when buyers are overwhelmed—and how to lead your team with a new kind of confidence.

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