SaaS Backwards
Ep. 180 - Your SaaS Buyer Doesn’t Need Convincing—They Need Confidence
AI Summary
In this episode, Brent Adamson—co‑author of *The Challenger Sale* and founder of A to B Insight—explains that most SaaS deals fail not because of competition but due to buyer indecision, and that sales teams must shift from teaching buyers what to think to helping them trust their own decisions. He outlines how turning buyer anxiety into confidence, positioning the salesperson as a trusted advisor who empowers self‑trust, can dramatically improve close rates. The conversation also highlights how marketing and sales can jointly create frameworks that guide faster, smarter buying, urging B2B leaders to adopt this mindset shift for sustained growth.
Why It Matters
By turning buyer anxiety into confidence, SaaS companies can dramatically improve close rates and shorten sales cycles, directly impacting revenue growth. The insight forces go‑to‑market leaders to redesign playbooks around self‑trust rather than persuasion.
Episode Description
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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.
Not Getting Enough Demos?
Your messaging could be turning buyers away before you even get a chance to pitch.
🔗 Get a Free Messaging & Conversion Review
We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.
And the best part?
💡 It’s completely free.
No commitments, no pressure—just actionable advice to help you book more demos.
Your next demo is just a click away—claim your free review now.
Show Notes
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.
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Not Getting Enough Demos?
Your messaging could be turning buyers away before you even get a chance to pitch.
🔗 Get a Free Messaging & Conversion Review
We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.
And the best part?
💡 It’s completely free.
No commitments, no pressure—just actionable advice to help you book more demos.
Your next demo is just a click away—claim your free review now.
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