Ep. 180 - Your SaaS Buyer Doesn’t Need Convincing—They Need Confidence

Send us Fan Mail Guest: Brent Adamson, Co-Author of The Framemaking Sale & Co-Founder of A to B Insight SaaS sales teams obsess over beating competitors—but the real battle isn’t across the table. It’s in the buyer’s mind. In this episode, Brent Adamson — co-author of The Challenger Sale and The Challenger Customer and Co-Founder of A to B Insight — joins host Ken Lempit to reveal why most SaaS deals are lost to no decision at all, and how his new book, The Framemaking Sale , helps buyers build the confidence to act. Brent explains how the sales playbook has evolved from “teach them what to think” to “help them trust themselves”—and why the future of B2B growth depends on changing how we sell, not what we sell. Key insights from this episode: Why no decision—not competitors—is killing SaaS deals How to turn buyer anxiety into deal confidence Why “trusted advisor” means helping customers trust themselves How marketing and sales can guide smarter, faster SaaS buying The mindset shift every B2B sales leader needs now If you’re a B2B SaaS CRO, CMO, or founder looking to increase close rates, reenergize your go-to-market, and win against the status quo, this conversation will change how you think about selling. --- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup. 🔗 Get your free SaaS GTM Checkup

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Ep. 180 - Your SaaS Buyer Doesn’t Need Convincing—They Need Confidence is an episode from SaaS Backwards - Reverse Engineering SaaS Success by Ken Lempit.

This episode is 36:39 long.

This episode was published on Oct 31, 2025.

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