In a recent Gartner survey, 75% of B2B buyers said they’d prefer a rep-free buying experience. That’s a wake-up call for sales and marketing leaders everywhere.

So, is this the end of sales as we know it… or the start of something better?

On this episode of the B2B Roundtable Podcast, I sit down with my friend Brent Adamson, co-author of The Challenger Sale and author of the new book The Framemaking Sale. Brent explains why buyer confidence—not more information—is the real barrier to closing big deals today, and how leaders can help their teams become the sellers customers actually want to talk to.

Brent Adamson on Framemaking and the Future of Sales

Key Takeaways

• Buyers want confidence, not more information. The real risk isn’t being ignored—it’s being irrelevant.


• Framemaking is the answer. Instead of persuading, sellers must help buyers frame decisions and build confidence in themselves.


• Four forces undermine confidence today: decision complexity, information overload, objective misalignment, and outcome uncertainty.


• Sales and marketing must unite. The mission is to build buyer confidence in themselves—not just in the supplier.


• AI won’t replace sellers, but it raises the bar. The sellers who thrive will show up as trusted guides and sense-makers.

Pull Quotes

“It’s not your customer’s confidence in you that matters. It’s their confidence in themselves.” — Brent Adamson

“If you could be the one seller your customer actually wants to talk to, that’s an incredible place to be.” — Brent Adamson

Guest Bio

Brent Adamson is a researcher, speaker, and author best known for co-authoring The Challenger Sale. His new book, The Framemaking Sale, explores how sales professionals can rebuild buyer confidence and create customer interactions that truly add value.

Connect with Brent on LinkedIn

Get the Book: The Framemaking Sale

Full Transcript

Brian Carroll:

Welcome to the B2B Roundtable Podcast, where we bring together ideas, people, and strategies shaping the future of sales and marketing.

Today, I’m joined by my friend Brent Adamson, one of the most influential voices in sales. You may know Brent from his groundbreaking book The Challenger Sale, which reshaped how we think about commercial conversations.

I’m excited because we’re talking about his new book, The Framemaking Sale. And it couldn’t come at a more urgent time. In a recent survey, 75% of B2B buyers said they’d prefer to purchase without ever talking to a sales rep. Is this the end of sales as we know it—or could it be the start of something better?

Brian Carroll:

We’re going to talk about why buyers have lost confidence in sales, what’s driving this shift, what it really means to be a framemaker, how leaders like CMOs and VPs of Sales can build teams customers actually want to talk to, and what the future of selling looks like in an AI-driven world. Brent, you open your book with that stat—75% of B2B buyers would prefer a rep-free buying experience. That’s wild.

Brent Adamson:

First of all, it’s great to see you, Brian. Thanks for the invite. That statistic comes from Gartner research, one of the last pieces I worked on before leaving in 2022. We asked thousands of B2B buyers: “If you could buy a large complex solution without ever talking to a sales rep, would you prefer that?” Seventy-five percent said yes.

Now, that doesn’t mean they actually buy without sellers—it means they’d prefer not to. The data shows a big and growing gap between customer preference and customer reality. That gap represents risk for sellers.

Brian Carroll:

So it’s not the end of sales—it’s the end of salespeople not adding value.

Brent Adamson:

Exactly. The question at the heart of this book is simple: What would it take to be the one seller—or the one team—that customers actually do want to talk to? If you can be that person—showing up less like a seller and more like a human—you can differentiate not only from competitors but also from the overwhelming flood of information customers already face.

Buyers Don’t Want More Info, They Want Confidence

Brian Carroll:

What are the ways sellers unintentionally undermine buyer confidence?

Brent Adamson:

One of the biggest findings is around decision confidence. When customers feel highly confident in their decisions, they are up to 10x more likely to make a high-quality, low-regret purchase.

But most sales and marketing teams focus on building confidence in the supplier— “trust us, our brand, our product.” What actually matters more is the buyer’s confidence in themselves.

The real opportunity is helping customers feel confident in the questions they’re asking, the research they’ve done, their alignment as a team, and their ability to execute. That’s what Framemaking is all about.

Brian Carroll:

Can you define Framemaking? How is it different from Challenger Selling?

Brent Adamson:

Framemaking is about creating the context—or “frame”—that helps customers make sense of complexity and move forward with confidence.

It’s built around two key moves: prompting and bounding.

• Prompting = introducing ideas or perspectives they may not have considered.


• Bounding = narrowing focus so they can prioritize what matters most.

Together, those moves create a frame that gives customers both ease and agency—the decision feels simpler, and they feel like they made it.

Challenger is part of this lineage—it’s about teaching and reframing—but in today’s world of overwhelming content, simply adding more insights isn’t enough. Customers don’t need another “smart idea.” They need help making sense of all the smart ideas already on the table.

Four Forces Undermining Buyer Confidence

Brent Adamson:

In the book we unpack four big challenges that undermine buyer confidence:

1. Decision Complexity – too many people, too many steps.


2. Information Overload – endless content, conflicting advice, and AI adding even more noise.


3. Objective Misalignment – different stakeholders with competing priorities.


4. Outcome Uncertainty – even if they believe the solution works, buyers fear their team won’t implement it well.

The job of a framemaker is to help buyers navigate these challenges—simplifying, prioritizing, and guiding them without taking away their sense of ownership.

From Challenger to Framemaker

Brian Carroll:

If I’m a VP of Sales or Marketing, how do I coach my team differently? How do I stop undermining confidence?

Brent Adamson:

Challenger was about showing up with powerful insights. That still matters, but in today’s content-saturated world, simply adding more insights can overwhelm customers further.

What buyers need now isn’t just more ideas—they need help making sense of all the ideas. That’s where Framemaking comes in. It’s not about proving how smart you are; it’s about helping customers feel smart and confident in themselves.

Brian Carroll:

That word—sensemaking—is powerful. Buyers are overwhelmed. They don’t want another rep adding noise. They want someone to help them make sense of it all.

Brent Adamson:

Exactly. And that’s the opportunity. Show up as the one person who helps buyers cut through complexity and feel good about moving forward. That’s how you become the rep they actually want to talk to.

A Story of Framemaking in Action

Brent Adamson:

One of my favorite examples is from a s