Empower Buyers
Close with Confidence

In today’s overloaded B2B landscape, traditional sales tactics fall short. The Framemaking Sale flips the script by focusing not on changing customers’ minds—but on strengthening their confidence to make bold, collective decisions.

Backed by research, case studies, and proven strategies, this groundbreaking guide equips sellers with a powerful new approach to overcome indecision and drive momentum 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 – helping customers frame solutions to their toughest challenges.

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.

The Framemaking Workshop Series

Building Seller’s Ability to Boost Customer Confidence

  • 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 customer 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 confidence.

Kickstart your sales with our Keynote / Workshop package

  • Framemaking Keynote

    Presentation or Interactive

    60-90 minutes

    Watch

  • Framemaking Fundamentals

    Interactive workshop

    60-90 minutes

    Make It

Seller Workshop Series

  • Framing Objectives

    Get everyone on the same page—fast.
    Learn how to align decision-makers, spot gaps, and qualify deals with confidence.

    Intermediate

  • Framing Decisions

    Help your buyer say “yes.”
    Master the art of removing roadblocks and guiding customers smoothly through the buying journey.

    Intermediate

  • Framing Information

    Turn content chaos into clarity.
    Discover how to make your message land by helping buyers understand and trust what they’re learning.

    Advanced

  • Framing Value

    Build confidence in the outcome.
    Reduce buyer hesitation by showing real value, setting expectations, and boosting trust in your solution.

    Advanced

Senior Leader Workshop Series

  • Framemaking Roundtable

    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

  • Framing and Sales Coaching

    Sales Managers

    Seminar style discussion & workshop

    Prerequisite:  Framemaking Introduction

    1 hour

  • Framing 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

    Brent Adamson, a renowned B2B sales researcher, author, and speaker, co-founded A to B Insight and Qoos, co-authored bestsellers like The Challenger Sale, and introduces innovative concepts such as Buyer Enablement and Sense Making, drawing from his 19-year tenure at CEB (now Gartner) and academic background from the University of Michigan and University of Texas.

  • Karl Schmidt

    Karl, an experienced executive and strategy consultant with two quantitative degrees from the University of Chicago, leverages his expertise in data-driven solutions, P&L management, and M&A to drive growth for organizations across industries like Information Services, Financial Services, and Technology, notably achieving a 300% revenue increase in a $13M acquisition while leading global teams.

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