“Customers will teach you how to sell to them.”

Host Ian Lowe sits down with Cian, who has spent more than 15 years interviewing B2B buyers, to ask what they really want from the sellers they work with. The lesson might change how you run discovery.

Risk now sits at the top of most buying decisions, and it’s personal. Buyers feel safe with sellers who take the time to understand their risks, bring up issues they hadn’t spotted, and stand behind the outcome.

In this episode, Cian explains why rushed discovery costs deals and why the work after the sale is still part of the sale.

Helping Customers Buy: The Frame-Making Sale | Sales Re-purposed, Episode 3

The biggest challenge in B2B sales today isn't selling solutions — it's helping customers buy them.

In this episode, host Ian Lowe welcomes Brent Adamson, globally renowned B2B sales expert and co-author of The Challenger Sale, to unpack his groundbreaking new book, The Frame-Making Sale. Brent reveals why boosting customer confidence — not just delivering information — is the real key to closing bigger, better deals.

The conversation dives into why high-quality, low-regret B2B buying decisions come down to emotion as much as logic, and why customers today choose bigger solutions, broader scope, and higher price points when they feel confident, not just informed.

Building on the purpose-driven foundation from our conversation with Aaron Hurst in episode 1, this episode pushes the question further: it's not enough for purpose to be a slogan — customers have to feel it. So how are you making your customers feel?

🔔 Subscribe and join us as we bring purpose back to sales.

#SalesRepurposed #TheFrameMakingSale #ChallengerSale #B2BSales