From Challenger to Framemaking: Redefining Modern B2B Sales with Karl Schmidt
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From Challenger to Framemaking: Redefining Modern B2B Sales with Karl Schmidt
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A proposito di questo titolo
Most B2B deals don’t end in “no”.
They die quietly. No decision. No movement. No momentum.
In this episode, Marcus Cauchi speaks with Carl Schmidt, one of the original researchers behind *The Challenger Sale*, about what’s really broken in modern B2B selling, and what replaces it.
Buyers now do most of their thinking before they ever speak to a salesperson. Buying committees have doubled. Information is everywhere. Confidence is not.
This conversation explores why traditional sales approaches struggle in this reality, and why the best sellers are no longer pushing solutions. They’re helping buyers make sense of risk, complexity, and internal politics. You’ll hear:
• Why decision confidence matters more than solution confidence
• The fears that quietly kill deals
• How sellers unintentionally strip buyers of agency
• Why “no decision” is the real competitor
• What framemaking looks like in real sales conversations
If you’re a founder, CEO, sales leader, or an aspiring top performer, this episode will change how you think about discovery, deal reviews, and what it really means to help a customer buy. This is not about tactics. It’s about leadership in the buying process.
Resources Mentioned: The Framemaking Sale by Karl Schmidt and Brent Adamson: https://amzn.to/4jHYYpU The Challenger Sale https://amzn.to/4qv7w63 Noise by Daniel Kahneman https://amzn.to/4pzcGwr More resources at theframemakingsale.com Contact Karl: https://www.linkedin.com/in/karl-schmidt-q/