Reframing B2B Sales to Drive Buyer Confidence with Brent Adamson - Ep 40
Plus, the story about maggots on a plane that you didn't think you needed to know.
The first month of 2025 is pretty much in the books. How are your team’s metrics looking?
Here’s what’s on deck this week:
What Craig’s Reading: The Product Analytics Roadmap
Recent Insights from Past Guests
Latest Episode: Reframing B2B Sales with Brent Adamson
Did someone forward you this newsletter? I’m sorry about that, but since you’re here you might as well subscribe…
What Craig’s Reading: The Product Analytics Roadmap
I know it’s kinda random but my team is studying the Product Analytics market and this article by Aakash Gupta is excellent.
Recent Insights from Past Guests:
Sydney Sloan
We hope she isn’t talking about us!
Ray Rike
Ray is literally the best when it comes to SaaS GTM metrics.
Esteban Kolsky
Not his original work but an important repost.
Latest Episode: Reframing B2B Sales to Drive Buyer Confidence with Brent Adamson - Ep 40
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. 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.
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 Adamson
Connect with Brent
LinkedIn: https://www.linkedin.com/in/brentadamson
Website: https://www.brentadamson.net/
A to B Insights Website: https://atobinsight.com/
The Maggots on a Plane Video:
Shoutouts
Karl 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/
Sponsored Segment
Ringmaster 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 thetransaction@samguertin.com
Follow the Hosts
Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
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