Video Series

We’re deep into Chapters 5 and 7, wrestling with words and titles that just won’t sit still. Writing a book is a journey through the human side of selling, buying, and connection. Follow along as we share what we’ve learned—and what our book is definitely not called. 😄

A short lesson on the history of B2B sales across the last ~30 years, and why it all feels so broken. And, what to do about it.

What is Framemaking—and how does it help us sell more? It’s a fresh approach to selling for today’s buyers, built on a new mindset that changes every conversation. Early adopters are already seeing powerful results. This isn’t The Challenger Sale 2.0—it’s something entirely new. Don’t wait 15 years. Let’s roll.

Karl Schmidt and I are back with our latest Framemaking Sale conversation.

This week: framing vs. frameworks—and why they matter.

Frameworks help customers organize their thinking, see more clearly, and make bigger, better decisions.

Long used in teaching and consulting, they may just be sales’ next big unlock.

Brent and Karl talk about how much of what is called "customer centricity" is actually "customer coercion"—a supplier-centric effort to control customers' perceptions—and introduce the concept of fostering customer agency and self-confidence as the true driver of high-quality deals.

Brent and Karl talk about the difficulty of mapping the customer's buying journey when customers view it as long and difficult, suggesting that sellers have an opportunity to be a valuable "guide, or coach"—not just a solution—by using their "Framemaking" approach to help customers feel more confident navigating complex B2B purchases.

Wait... you chose LIME GREEN?!?!

Brent and Karl explore the "3 E's" of Framemaking—Establish, Engage, and Execute—a practical framework designed to help sellers frame customer buying decisions in a way that boosts their decision confidence, starting with the first step of Establishing what is undermining that confidence.

Brent and Karl talk about introducing a new "Framemaking" mindset to B2B sales and marketing, which they argue is needed more than another sales methodology because it helps sellers rethink their core purpose and adapt their existing playbooks to today's buying environment where customers struggle to buy.

Brent and Karl talk about the frustration of customer ghosting and how they view it not just as a sales challenge, but as a powerful opportunity to stand out and sell more by focusing on the human connection—which they argue is the true higher value activity in B2B sales that AI is supposed to free up time for.

Brent and Karl talk about the traditional assumption that customers know more about their own buying journey than sellers, but argue that sellers often have greater insight into how to navigate internal decision complexity—especially when customers face unforeseen obstacles—creating an opportunity for sellers to provide coaching and guidance through Framemaking.

Brent and Karl talk about the September 9, 2025 release of The Framemaking Sale and introduce the "Connector" seller role, arguing that a seller's true value comes from providing customers with access to lessons learned from other similar customers, thereby increasing decision ease and self-confidence through the "Phrase that Frames."

Brent and Karl talk about the common confusion between "customer centricity" and "supplier centricity," exploring what true customer centricity would look like if it were supplier agnostic and addressing the crucial question of how a business practicing this approach would get paid.