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 TakeawaysFocus 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. This helps reassure the customer that post-sale support will be robust and demonstrates your commitment to their success.Instead of just showcasing customer success stories, position them as a tool to show customers how to buy so that new customers understand the buying process and pitfalls to avoid. This gives prospects practical advice and increases their confidence in making a complex decision.Optimize your sales process to lose deals quickly. If a deal is likely to be lost, aim to lose early rather than late. This saves your sales team time, resources, and focus for more promising opportunities.Sponsored SegmentRingmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Interested in becoming a sponsor of The Transaction? Contact transactionpod@samguertin.comChapters00:00 - Trailer01:25 - Introducing Brent Adamson03:51 - I’m Tired of these MFing Maggots on this MFing Plane10:08 - The Impact of Buyers’ Low Confidence in Themselves18:42 - Buyers Don’t Know How to Buy23:44 - Implementing a Objectives, Tactics, Results Approach to Sales30:49 - The Problem with Replicating Successful Sellers36:26 - Thought Leadership & Content Marketing’s Role in Building Confidence40:49 - How to Building Customer Confidence45:16 - The Role of Founders in Sales51:39 - Wrap UpSign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“Solve for customer’s confidence in themselves” - Brent Adamson“ It's not that I'm selling badly, it's that customers are buying badly.” - Brent AdamsonConnect withLinkedIn: https://www.linkedin.com/in/brentadamson Website: https://www.brentadamson.net/ A to B Insights Website: https://atobinsight.com/Maggots on a Plane Video: https://youtu.be/BFp30CkVcLo?si=aDSKIeQOTfyt9IZ5 ShoutoutsKarl Schmidt: https://www.linkedin.com/in/karl-schmidt-q/ Bryan Smith: https://www.linkedin.com/in/bryankeithsmith/ Tyler Harnish: https://www.linkedin.com/in/tylerharnish/ Marc Benioff: https://www.linkedin.com/in/marcbenioff/ Sense-making for Sales in HBR: https://hbr.org/2022/01/sensemaking-for-sales  Matt Dixon: https://www.linkedin.com/in/matthewxdixon/ Stephen Powell: https://www.linkedin.com/in/stephen-powell-06996785/ Kevin Hendrick: https://www.linkedin.com/in/kevinhendrick/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!