Brent Adamson reveals why most sales reps fail to connect with buyers - and his breakthrough approach that makes customers actually want to talk to you. Grab a copy of Brent's new book "The Framemaking Sale: Sell More by Boosting Customer Confidence" (Amazon): https://geni.us/FramemakingSale Brent exposes the hidden psychology behind buyer decision-making and introduces his revolutionary "Framemaking" mindset. After analyzing thousands of B2B purchases, Adamson discovered the single factor that drives high-value, low-regret deals - and it's not what you think. You'll Learn: • The "confidence margin" that determines whether prospects buy or stay stuck • Why the "smartness arms race" killed traditional sales differentiation • His "supplier agnostic" mindset that transforms you into the rep customers seek out • The frame-making technique that helps overwhelmed buyers become confident decision-makers This isn't about product expertise or objection handling - it's about becoming the one salesperson customers trust to help them trust themselves. Discover why your humanity, not your knowledge, is your ultimate competitive edge in the AI era. ✅ A to B Insight: https://www.atobinsight.com ✅ The Framemaking Sale website: https://www.theframemakingsale.com 00:00 Welcome Brent Adamson! 04:08 Unexpected Collaboration Origin Story 09:41 High-Quality Buyer Content Feedback 10:26 Challenger Approach: Customer-Centric Insight 14:57 "Navigating Conflicting Insights Effectively" 18:54 High-Quality Purchase Drivers 20:42 Human Emotion in B2B Purchases 24:31 Decision Confidence and Uncertainty 26:25 "Feeling-Driven Business Success" 31:38 AI-Assisted Decision Making 33:12 "Capitalizing on Human-AI Sales Moments" 36:43 Customer-Centric Advisory Approach 40:16 Inspired Leadership: Customer-Centric Focus 43:00 AI vs. Human Sales Complexity 48:25 "Differentiate by Empowering Customers" 49:22 CRM Decision Impact Concerns

204: How Not to Sell