When 75% of B2B buyers report they’d prefer to buy complex solutions without ever speaking to a sales professional at all (Gartner), 

How do you become the one seller, or sales team, that customers actually do want to talk to?

Today’s customers face unimaginable decision complexity. The result is smaller, safer, price-driven purchases often including no decision at all.

For customers, it’s frustration and resignation. For suppliers, it’s missed targets and stalled growth.

The Framemaking Sale offers an answer not by changing customers’ supplier perception but by strengthening their self-perception, building customers’ confidence to make large-scale, collective decisions on behalf of their company.

Backed by research, case studies, and proven strategies, this groundbreaking guide equips sellers with a powerful new approach to overcome indecision, drive momentum, and stand out in even the most complex deals.

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The Framemaking Sale

Acclaimed sales experts Brent Adamson and Karl Schmidt reveal the key to boosting sales and customer loyalty – providing customers clear, actionable frameworks for learning, deciding, and realizing value.

Videos
About Framemaking
About Framemaking

In this clip, Brent Adams and Carl Schmidt explain how "frame making"—the process of simplifying complex decisions—can empower B2B customers to buy more confidently by reducing overwhelm and clarifying what matters most.

What Framemaking Is Not
What Framemaking Is Not

Framemaking is a mindset rather than a methodology, designed to enhance existing sales processes without replacing them entirely, as traditional methodologies alone have become insufficient for today's buyer challenges.

When Losing leads to Winning
When Losing leads to Winning

The counter-intuitive sales strategy of prioritizing customer decision-making over winning deals, showing how helping buyers choose what's truly best—even if it's a competitor—builds lasting trust and creates future opportunities.

The Most Important Attribute By Far
The Most Important Attribute By Far

This segment highlights that the strongest predictor of a successful, high-value B2B sale—what we call a “high quality, low regret deal”—is the buyer’s decision confidence, making it the top priority for sellers aiming to drive better outcomes.

Watch Full Episodes

KEYNOTES

We speak to audiences ranging from frontline sellers to senior executives all over the world.

Whether a large-stage keynote or an intimate executive retreat, we provide insights backed by data, delivered with humor.

All designed to reframe thinking while driving decisive action.

  • How do we turn “No decision” into “Yes”?

    Customer confidence is the key. Increasing customer confidence drives 10x impact as the single biggest factor in closing a high quality, low regret customer deal.

  • Why can’t we close more deals?

    B2B buying is broken. Even when a customer is convinced our product is the best option, there is still a 40-60% chance that the deal will be lost to no decision.

  • Why isn’t our current approach working?

    The problem isn’t confidence in the supplier. The problem is customers’ confidence in their own decision making. Buyers are overwhelmed with too many people, too much information, and too many options.

  • How do we fix customer decision confidence?

    Fortunately, there is a proven solution - Framemaking. Sellers that use the power of framing help customer make complex decisions easier, increasing customer self-confidence.

The Framemaking Workshop Series

Building Seller’s Ability to Boost Customer Confidence

Seller Workshops

  • Framing the Purchase Process

    Help your buyers navigate their organization
    Reengineer stakeholder management to untangle decision complexity.

    Foundational

    Make It

  • Framing Customer Learning

    Turn content chaos into clarity
    Rewrite customer messaging to reduce information overload and help buyers trust what they’re learning.

    Advanced

    Make It

  • Framing Customer Value

    Get everyone on the same page—fast.
    Redesign customer discovery to identify and address misaligned objectives.

    Advanced

    Watch

  • Framing Customer Expectations

    Build customers’ confidence in solution execution
    Rethink objection handling to reduce skepticism and mitigate outcome uncertainty.

    Advanced

    Click Here

Senior Leader Workshops

  • Framemaking Roundtable Discussion

    C-Suite

    Interactive roundtable discussion

    Substitute for keynote 

    1.5-3 hours

  • Framemaking Introductory Roundtable

    Sales Managers

    Seminar style discussion 

    Substitute for keynote

    1.5-2 hours

  • Framemaking and Sales Coaching

    Sales Managers

    Seminar style discussion & workshop

    Prerequisite:  Framemaking Introduction

    1 hour

  • Framemaking Form Factors – Deep Dive

    Marketing & Sales Enablement

    Interactive Workshop

    Prerequisite:  Framemaking keynote 

    and Framemaking Fundamentals

    3.5-4 hours

  • Framing through Digital Channels

    Marketing & Sales Enablement

    Interactive Workshop

    Prerequisite:  Framemaking keynote 

    and Framemaking Fundamentals

    3.5-4 hours

Start Your Framemaking Journey

  • "As AI continues to reshape the world of B2B business, the need to revolutionize sales has never been more urgent. The Framemaking Sale offers a compelling path forward with practical advice and techniques to turn every seller into a decision coach. It is a blueprint for reinventing sellers’ role in today’s world."

    Alyssa Merwin Henderson
    VP Sales Solutions, LinkedIn

  • "This book offers a fundamentally smarter way to engage with buyers—one that prioritizes trust, relevance, and internal alignment. If you care about driving revenue in a way that’s both human and high-impact, this is the book to read. It couldn’t have come at a better time."

    Latané Conant
    Chief Revenue Officer, 6sense

  • "The Framemaking Sale focuses on a critical shift in how we think about leading customer-facing teams. Increasing decision confidence, focusing on the buyer, and leading with empathy and trust is the magic of this new way forward. Data-backed thinking, with lots of context and practical guidance—the best kind of book CROs must read."

    Kara Delvecchio
    Chief Revenue Officer, Bloomberg Industry Group

  • “A masterclass. The Framemaking Sale accelerates the much-needed evolution of how people sell to align with how people buy in today’s world. Adamson and Schmidt get behind the data and shine a light on the future of sales.”

    Dean Curtis
    CEO, LexisNexis Risk Solutions, Data Services

  • “Finally! The Framemaking Sale equips you to transform a sales process into a cheat code to create confident buyers. It could not come at a better time.”

    Tim Hardin
    President, Decisiv

  • “Everyone claims to be focused on the customer, but this book is cutting edge in shifting the mindset of sellers to help customers make better decisions. This is a must-read book for the selling profession.”

    Mike Etzel
    VP Commercial Excellence, Cargill Inc.

  • “The Framemaking Sale will leave you wide-eyed, questioning everything you thought you knew... A must-read for anyone looking to truly understand the evolving landscape of B2B sales.”

    Jeff Lowe
    Chief Commercial Officer, SMART Technologies

  • “The uncertainty of a rapidly changing environment, an abundance of data, and the complexity of integrated solution selling has led many customers to feel safer taking no action on buying decisions. The Framemaking Sale provides a powerful, clear path forward to inspiring confidence in customers to make the high-leverage decisions needed to propel their own businesses forward.”

    Zak Lowe
    VP sales, Land O Lakes

  • “Next level! The Framemaking Sale is a way to continue our team's growth and development focused on being better and being different by finding ways to help customers be confident in not only your solution but confident in themselves, especially when it requires significant change to how they have always done things.”

    TJ Stoffer
    SVP sales N.A., Electrolux Group

  • “The Framemaking Sale is a must-read. It’s not about selling harder, it’s about helping customers cut through complexity and decide with confidence. If you want to reduce churn, accelerate expansion, and make Customer Success indispensable to growth, this is the blueprint.”

    Brent Krempges
    Chief Customer Officer, Gainsight

  • “As more buyers choose to go it alone, sellers face a pivotal moment—evolve or be left behind. The Framemaking Sale is the answer to this new reality: a bold, evolutionary framework that redefines how sellers create value and drive growth. This book is the blueprint for those ready to lead in the new era of selling.”

    Randy Kobat
    President, Repair onDemand

  • “With compelling data, relatable metaphors, and humor that is uniquely Adamson, this book presents an opportunity for sellers to make their numbers with practical application of how to build a customer’s confidence in their own decision making. Rather than mourning the death of human-to-human selling, read this book to celebrate the rise of the modern seller.”

    Hang Black
    Wall Street Journal best-selling author of Embrace Your Edge

  • “If you want to become the one seller or sales team a customer actually wants to talk to, then this book is a must-read; an instant best seller and lightning in a bottle. In The Framemaking Sale, Adamson and Schmidt have futureproofed the concept of seller relevance. It will, I’m sure, become the blueprint for modern B2B sales success.”

    Alex Ayers
    Sales Director, Gamma

  • “The Framemaking Sale isn’t just another book about sales and marketing, it’s a go-to-market blueprint for thriving in a world where customers increasingly prefer to buy without sellers. Adamson and Schmidt arm you with the tools to become the seller buyers actually want to talk to. This is a must read for any commercial leader serious about making sales matter again.”

    Ray Wizbowski
    Chief Marketing Officer, ECI Software Solutions

  • “Selling—and importantly, buying—has become complicated and messy, leaving buyers uncertain, unconfident, and resistant to the very sellers who are able to help. Adamson and Schmidt don’t just diagnose the problem, they give sales leaders a powerful framework for enabling better buying decisions and building customer confidence at scale. This book is both timely and actionable.”

    Patrick Armstrong
    Chief Revenue Officer, ReSource Pro

  • “For over two decades, I’ve wrestled with questions about how to truly enhance buyer decision confidence. Adamson and Schmidt have not only addressed these questions—they’ve delivered a masterclass. The Framemaking Sale is an essential read for anyone serious about building a resilient, high-performing sales organization.”

    Matthew Smith
    Head of Strategy and Implementation, Veritex Bank

  • "This might be a more important book than The Challenger Sale. I’m serious. Expect ‘Framemaking’ to become common language amongst B2B sellers and marketers for years to come."

    Matt Heinz
    Founder & President, Heinz Marketing

  • “In the relentless arms race of better and more content, our customers are caught in the crossfire. My differentiation has become just one more problem for my customer to resolve. The Framemaking Sale resets the relationship between buyers and sellers. If you're not helping your customer find the signal, you’re just more noise!”

    Barry Parsons
    Chief Commercial Officer, Acteon

  • “I’ve been a fan of Adamson and Schmidt for years—and they have done it again! The Framemaking Sale exposes the issues of today’s ‘selling’—or I should say ‘buying’ environment. Understanding how buyers need to consume information to make a purchase decision is our responsibility as members of the sales discipline, to add value in every interaction.”

    Bill Sisson
    Executive General Manager, LexisNexis

  • “The Framemaking Sale details how our current, long-trusted way of selling through logic is fraught with ‘no decisions.’ The opportunity for B2B sales today is to find ways to directly, positively, and productively impact customers’ self-perception, helping them feel more confident in their ability to navigate decisions and achieve positive outcomes. The Framemaking Sale shows us exactly how that’s done!”

    Sheevaun Thatcher
    VP Revenue Enablement, Demandbase

  • “I had the privilege of leading multibillion dollar sales teams in the 2010s. The Challenger Sale was the book of that time and, in many ways, defined my teams and my leadership career. But it’s a new world order and the species that survives is the one that adapts. The Framemaking Sale is now the book of our time and the roadmap for world class commercial teams.”

    Maria Boulden
    Executive Advisor, CRO Whisperer, ex-DuPont, ex-Gartner

  • Brent Adamson

    Known as having the “biggest crystal ball in B2B sales,” Brent Adamson is a world-renown researcher, author, keynote speaker, trainer, and advisor to B2B commercial executives around the world. He is co-author of the best-selling, industry changing books The Challenger Sale and The Challenger Customer and has presented on stages and in boardrooms all over the world including executive retreats, leadership sessions, main-stage keynotes, and industry conferences. He is a frequent contributor to leading business publications, including the Harvard Business Review

  • Karl Schmidt

    Karl Schmidt is a corporate executive, strategy consultant, research leader and author focused on driving growth for companies ranging from Fortune 500 to new ventures. His experience spans strategy consulting, best practice research, and multiple startups. Karl is known not only for tackling the most challenging problems with relentless curiosity, but also for using his ability to translate data and insights into practical solutions. Karl is co-author of articles published in Forbes and HBR including “Making the Consensus Sale.”

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The quickest way to jump start selling for your entire customer-facing team.