The Framemaking Sale: Sell More by Boosting Customer Confidence

This essential guide reinvents selling for today's B2B market, showing sellers how to overcome stalled deals and customer indecision

Business-to-business commerce is broken. Today's customers find themselves overwhelmed by too many options, too much information, and too many obstacles. The result is often an inability to execute any but the safest of purchase decisions, frequently resulting in no decision at all. Could this be the death of sales as we know it?

Traditional sales methods are all carefully designed to change the way customers think of sellers--to win customers' business by first gaining their trust. But Brent Adamson and Karl Schmidt argue the real key to B2B sales success is to focus on boosting customers' confidence in themselves and their ability to make large-scale, collective decisions on behalf of their company.

Through a combination of powerful research and data, real-world examples, and practical tactics from some of the world's best leaders and sales professionals, The Framemaking Sale provides a blueprint for a completely new approach to selling. Using the authors' unique Framemaking method, this book offers a paradigm-shifting perspective on buying and selling with confidence, empowering sales teams and customers alike to thrive in this new world of selling.

Author: Brent Adamson,Karl Schmidt
Publisher: Basic Venture
Published: 09/09/2025
Pages: 304
Binding Type: Hardcover
Weight: 1.10lbs
Size: 9.37h x 5.98w x 1.10d
ISBN: 9781541705821

About the Author
Brent Adamson is a world-renowned researcher, author, presenter, trainer, and adviser to B2B commercial executives. The former "chief storyteller" at CEB, now Gartner's sales, marketing, and customer service practices, he is the coauthor of the bestsellers The Challenger Sale and The Challenger Customer. He lives outside of Washington, D.C.

Karl Schmidt is an award-winning research leader, author, strategy consultant, and corporate executive focused on driving growth for organizations ranging from the Fortune 500 to start-ups. While practice vice president at CEB, now Gartner, he led over fifty researchers solving the most challenging problems facing heads of sales, marketing, and communications. Those insights have appeared in the Harvard Business Review, Forbes, and The Challenger Customer. He lives in Bethesda, Maryland.