{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The 1% Edge","title":"E84 - Changing The Sales Mindset | Brent Adamson","html":"","width":"100%","height":180,"duration":2469,"description":"In this episode of the 1% Edge, host Carlos Nouche engages with Brent Adamson, a renowned author and researcher in B2B sales. They explore the evolving landscape of sales, particularly the challenges and opportunities presented by modern buyer behaviors. Brent emphasizes the importance of decision confidence in driving high-quality, low-regret purchases and discusses how sales professionals can better engage buyers by focusing on customer self-perception rather than supplier perception. The conversation also delves into the significance of mutual success plans and collaboration in the sales process, highlighting the need for sales professionals to adapt their language and approach to foster buyer confidence and agency. In this conversation, Brent Adamson discusses the concept of frame making as a mindset rather than a methodology in sales. He emphasizes the importance of helping customers build trust in themselves and their decisions, rather than just selling them on the product's value. The discussion also covers value realization, scenario planning, and the significance of a customer-centric approach in sales. Brent shares personal insights on growth and the challenges of balancing professional and personal life, ultimately advocating for a mindset that prioritizes customer empowerment and decision-making.Takeaways75% of B2B buyers prefer to purchase without sales interaction.The biggest driver of growth is decision confidence.High quality, low regret purchases are essential for growth.Customers need to feel confident in their decisions.Sales should focus on customer self-perception.Mutual success plans help align buyer journeys.Collaboration is crucial in the sales process.Framing sales conversations can enhance customer confidence.Language choice in sales impacts buyer engagement.Building trust is foundational for effective sales discussions. Frame making is a mindset, not a methodology.Building trust involves helping customers trust themselves.The best way...","thumbnail_url":"https://img.transistorcdn.com/rgoPozmqxOquZFiN7K2reWwvAKCexa9oxlrwdQazAHg/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mZWQ4/Y2U4MjVmZWQ3MDJj/MWY2NDQ0MTMxYjdh/MGIzYi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}