Why You Need to Grow Your Customer’s Decision Confidence with Brent Adamson and Karl Schmidt
Release Date: 04/21/2025
Mastering Supplier Relations Through Strategic Dialogue with Kelly Barner
Higgle: The B2B Sales Club
How can procurement professionals transition from mere cost-cutting to becoming strategic partners that drive amazing business outcomes? Kelly Barner, Co-Founder and Head of Content and Operations at Art of Procurement, is here to talk all about strategic procurement as shown through her journey from traditional purchasing roles to building strategic, relationship-focused positions. We explore the critical shift in procurement, highlighting how sourcing and procurement differ, and the importance of moving beyond just cost-cutting to build meaningful supplier collaborations. Together, we look...
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Typical Agency Dysfunctions and How to Avoid Them with Leah Power
Higgle: The B2B Sales Club
Is your agency prepared to counteract typical dysfunctions and build value-driven client partnerships? Leah Power, EVP, Strategic Operations Consultant at the Institute of Canadian Agencies, joins us for a second appearance to discuss the relationship between cost efficiency and creativity in agency-client relationships. Leah examines the role of procurement in this dynamic, describing the challenges that arise when cost-saving measures threaten the innovative spirit that is crucial for successful partnerships. We unravel the tensions between procurement-driven processes and the collaborative...
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Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 1
Higgle: The B2B Sales Club
Ready to find out how agencies can strike the perfect balance between upselling and nurturing lasting client relationships? Jon Peppiatt, who has amassed over 35 years of marketing experience including his time as Chairman at BBH London, joins us today. In this first of two parts, the conversation focuses on upselling as well as the balance between retaining existing clients and acquiring new ones. Jon emphasizes the importance of not overpromising on new capabilities, as it can negatively impact client relationships. We closely examine the evolving landscape of B2B advertising, where...
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Humanize Your Sales Approach Using The Wes Method with Wes Schaeffer
Higgle: The B2B Sales Club
What unique sales insights can be gained from someone who traded military discipline for the dynamic challenges of B2B? Wes Schaeffer, AKA The Sales Whisperer, is a former Air Force member who has successfully transitioned into the world of B2B sales. Today’s conversation has Wes sharing his unique journey from the structured environment of the military to the ever-evolving landscape of sales, emphasizing the importance of adaptability and self-motivation. We talk about the critical overlap of sales and marketing, exploring how aligning these efforts can lead to success. Wes shares personal...
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Mastering Negotiation Through Compassionate Curiosity with Kwame Christian
Higgle: The B2B Sales Club
Is embracing emotional intelligence while understanding the amygdala hijack the secret to mastering negotiations under pressure? Kwame Christian, a globally recognized negotiation expert and CEO of the American Negotiation Institute, joins us today. He shares his inspiring journey from a novice negotiator to a LinkedIn Top Voice with over 119,000 followers, emphasizing the importance of emotional intelligence and managing emotions under pressure. His unique approach to negotiation, influenced by his passions for chess and powerlifting, offers valuable insight into mastering difficult...
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Avoiding Complacency Through Agency and Consultancy Dynamics with Dino Myers-Lamptey
Higgle: The B2B Sales Club
Ready to learn the strategic shifts that can help organizations avoid the pitfalls of complacency? This week we’re welcoming Dino Myers-Lamptey, who founded The Barber Shop, which is a strategy-led media, creative, and tech company. We look at the complex world of agency and consultancy dynamics, revealing how complacency can derail organizations. Dino's involvement in several organizations, including being a trustee at Brixton Finishing School, allows for him to provide a unique perspective on maintaining a competitive edge. Dino talks about the need for strategic problem-solving in...
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Why Independent Agencies Are Making Waves in the Advertising World with Nigel Roberts
Higgle: The B2B Sales Club
Can the rise of independent creative agencies signal a revival in the craft of advertising? Nigel Roberts, Creative Partner at Orange Panther Collective, shares the secrets behind making ads that resonate with audiences for years to come in this episode. We explore the balance between creativity and sales, and Nigel reveals how engaging and persuading consumers are the cornerstones of effective advertising. We navigate the shifting landscape of marketing strategies, contrasting traditional approaches with modern, process-driven methods. We also dissect the evolving dynamics within the...
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Mastering Connections from LinkedIn to Real Life with Steve Fair and Matt Broughton
Higgle: The B2B Sales Club
Ready to make your agency stand out in a saturated market by focusing on verifiable facts rather than self-description? Steve Fair and Matt Broughton, both from Sponge NB, are here today to discuss how to build authentic business relationships, including how to form genuine connections on LinkedIn without the pressure of immediate sales pitches. We dig deep into the nuances of effective communication, offering useful advice on presenting your agency's offerings in a way that resonates with potential clients. Later, we focus on the evolution of cold outreach and the importance of humanized...
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Aligning Teams for Long-Term B2B Sales Excellence with Adam Miller
Higgle: The B2B Sales Club
Could the art of collaboration transform your sales and marketing strategies for C-suite success? This time we sit down with Adam Miller, CEO of Elevate, to explore the art of aligning sales and marketing for B2B success. He explains the nuances of targeting C-suite decision makers in complex sales cycles, and shares his expertise on defining clear, actionable goals that drive business growth. We also tackle common misconceptions surrounding account-based marketing (ABM) and emphasize the importance of collaboration between sales and marketing teams. We address the critical issue of aligning...
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Why You Need to Grow Your Customer’s Decision Confidence with Brent Adamson and Karl Schmidt
Higgle: The B2B Sales Club
Are you ready to discover why building customer self-confidence is more crucial than ever in today's B2B sales landscape? Brent Adamson and Karl Schmidt join us today, the duo behind the upcoming book "The Framemaking Sale." These sales experts unravel the critical yet often overlooked aspect of buyer confidence. They shift the focus from traditional supplier-centric models to the empowering idea that true confidence comes from within the customers themselves. This perspective not only transforms how we view B2B sales, but also highlights the importance of nurturing decision confidence. ...
info_outlineAre you ready to discover why building customer self-confidence is more crucial than ever in today's B2B sales landscape?
Brent Adamson and Karl Schmidt join us today, the duo behind the upcoming book "The Framemaking Sale." These sales experts unravel the critical yet often overlooked aspect of buyer confidence. They shift the focus from traditional supplier-centric models to the empowering idea that true confidence comes from within the customers themselves. This perspective not only transforms how we view B2B sales, but also highlights the importance of nurturing decision confidence.
Throughout our conversation, Brent and Karl introduce their innovative concept of framemaking, a strategy that aligns sales solutions with client priorities. This approach goes beyond typical sales tactics by fostering genuine, lasting relationships with clients, even when they choose competitors. Their ideas promise to shake up conventional sales methods.
Topics covered during this episode include:
- Why buyer confidence should be supplier-agnostic and focus on customers' decision making abilities.
- How Brent and Karl met each other at Corporate Executive Board (now part of Gartner).
- Why nurturing customer decision confidence is crucial in B2B.
- How framemaking aligns sales solutions with client priorities to overcome decision complexity.
- Why the book emphasizes customer confidence over supplier trust for effective decision making.
- The impact of decision complexity, information overload, and outcome uncertainty.
- Why understanding clients' businesses deeply helps navigate obstacles and maintain deal momentum.
- How salespeople can anticipate and overcome potential deal barriers.
- Why gaining customer confidence involves addressing emotional and rational decision aspects.
Listen now to learn how to revolutionize your B2B sales approach with innovative framemaking techniques that build lasting customer relationships.
Brent on LinkedIn: https://www.linkedin.com/in/brentadamson
Karl on LinkedIn: https://www.linkedin.com/in/karl-schmidt-q