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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, Title TK 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.
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, Title TK 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.
- GenresBuisness
304 pages, Hardcover
Published September 9, 2025
31 people are currently reading
42 people want to read
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Displaying 1 - 3 of 3 reviews
October 7, 2025
Sales Pros - When I started my career in sales 40 years ago in the wireless industry, product differentiation (wireless coverage area) was a key and a major role of the sales rep was to provide information and pricing to the customer.
Fast forward to the mid-90's when products started to become more indistinguishable, now the role of the sales pro was to share insights that the customer would find increased value in working with you as a sales rep.
Today information is overwhelming, customers are used to self-serving in a variety of formats AND they are more confused than ever as to how to navigate making the right purchase in their OWN company.
This is where Brent Adamson and Karl Schmidt's new book The Framemaking Sale comes in. If you have been in sales for any length of time, you have probably been exposed to Brent's works The Challenger Sale and The Challenger Customer. This new book takes you to the next step in being a true Sales Pro by teaching you to develop. the skill for today, helping your clients navigate their own buying journey.
A customers buying journey is not nearly as simple of the echelon bar at the top of your Salesforce opportunity page would lead you to believe. Instead of being a linear 5 or 6 step journey, it is more like untying the worlds largest knot of twine. You pull on one end and suddenly part of the knot tightens and part falls away. And on top of things, you have 8+ people representing 4+ departments working to navigate this knot only to have purchasing/legal/capital review board roll up the twine at the very end and put it right back in the knot you started with.
The Framemaking Sale provides Sales Pros with a step by step framework for helping bring value and clarity to your customer's buying journey ultimately leading them to a successful purchase that addresses the outcomes they want to achieve.
So if you are tired of losing to your #1 opponent, No Decision, then you are ready to start helping your customers Frame up their buying journey.
Fast forward to the mid-90's when products started to become more indistinguishable, now the role of the sales pro was to share insights that the customer would find increased value in working with you as a sales rep.
Today information is overwhelming, customers are used to self-serving in a variety of formats AND they are more confused than ever as to how to navigate making the right purchase in their OWN company.
This is where Brent Adamson and Karl Schmidt's new book The Framemaking Sale comes in. If you have been in sales for any length of time, you have probably been exposed to Brent's works The Challenger Sale and The Challenger Customer. This new book takes you to the next step in being a true Sales Pro by teaching you to develop. the skill for today, helping your clients navigate their own buying journey.
A customers buying journey is not nearly as simple of the echelon bar at the top of your Salesforce opportunity page would lead you to believe. Instead of being a linear 5 or 6 step journey, it is more like untying the worlds largest knot of twine. You pull on one end and suddenly part of the knot tightens and part falls away. And on top of things, you have 8+ people representing 4+ departments working to navigate this knot only to have purchasing/legal/capital review board roll up the twine at the very end and put it right back in the knot you started with.
The Framemaking Sale provides Sales Pros with a step by step framework for helping bring value and clarity to your customer's buying journey ultimately leading them to a successful purchase that addresses the outcomes they want to achieve.
So if you are tired of losing to your #1 opponent, No Decision, then you are ready to start helping your customers Frame up their buying journey.
September 22, 2025
The Framemaking Sale is a must-read for anyone in B2B sales, marketing, or leadership who feels frustrated by stalled deals and indecisive buyers. Brent Adamson and Karl Schmidt take the insights they pioneered with The Challenger Sale and push them further, showing that today’s biggest sales challenge isn’t competitor differentiation, it’s customer hesitation. The book introduces the concept of “framemaking,” a practical approach to helping customers make sense of their options and move forward with confidence. Rather than teaching reps to pitch harder or create more content, Adamson and Schmidt teach them to clarify, guide, and instill decision certainty.
What sets this book apart is its blend of deep research, engaging storytelling, and actionable steps. The authors share real-world examples of companies that have implemented framemaking to shorten sales cycles and win more deals. The writing is crisp, accessible, and immediately applicable, you’ll come away with concrete techniques to use in your next customer conversation. If you want to boost win rates, reduce buyer indecision, and become a trusted guide in the buying journey, The Framemaking Sale belongs on your desk.
What sets this book apart is its blend of deep research, engaging storytelling, and actionable steps. The authors share real-world examples of companies that have implemented framemaking to shorten sales cycles and win more deals. The writing is crisp, accessible, and immediately applicable, you’ll come away with concrete techniques to use in your next customer conversation. If you want to boost win rates, reduce buyer indecision, and become a trusted guide in the buying journey, The Framemaking Sale belongs on your desk.
January 3, 2026
2.5
Like so many business and self-help books, this one spread good concepts over too many pages.
Like so many business and self-help books, this one spread good concepts over too many pages.
Displaying 1 - 3 of 3 reviews