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.

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.

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.

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.