--- title: "Empowering Buyers: The Future of Sales Confidence" description: Unlock the secret to empowering buyers and boosting sales confidence with transformative strategies that redefine success in 2025. image: https://www.unboundgrowth.com/hubfs/Canva%20images/BA%20Empowering%20Buyers%20The%20Future%20of%20Sales%20Confidence.png --- Login [![Book Launch Updates](https://no-cache.hubspot.com/cta/default/55042/85a3e082-0e3c-4551-a6bb-b3d7cdbfc8ad.png)](https://cta-redirect.hubspot.com/cta/redirect/55042/85a3e082-0e3c-4551-a6bb-b3d7cdbfc8ad) [![Unbound-Growth -01-1](https://www.unboundgrowth.com/hs-fs/hubfs/BBS/Images/Unbound-Growth%20-01-1.png?width=238&name=Unbound-Growth%20-01-1.png "Unbound-Growth -01-1")](https://www-unboundgrowth-com.sandbox.hs-sites.com/) [![Unbound-Growth-white-1](https://www.unboundgrowth.com/hs-fs/hubfs/BBS/Images/Unbound-Growth-white-1.png?width=151&name=Unbound-Growth-white-1.png "Unbound-Growth-white-1")](https://www-unboundgrowth-com.sandbox.hs-sites.com/) - [About](https://www.unboundgrowth.com/en-us/about-unbound-growth) - [#NOTABOUTME](https://www.unboundgrowth.com/notaboutme) - [Privacy Policy](https://www.unboundgrowth.com/privacy-policy) - [Services](https://www.unboundgrowth.com/services) - [For Entrepreneurs](https://www.unboundgrowth.com/sales-coaching-training-for-entrepreneurs-business-owners) - [For Sales Professionals](https://www.unboundgrowth.com/virtual-sales-training-coaching-sales-professionals) - [For Sales Teams](https://www.unboundgrowth.com/virtual-sales-training-coaching-sales-teams) - [Process](https://www.unboundgrowth.com/roadmaps) - [Results](https://www.unboundgrowth.com/sales-coaching-results-testimonials) - Events - [Upcoming Events](https://www.unboundgrowth.com/upcoming-events) - [Blog](https://www.unboundgrowth.com/blog) - [Contact](https://www.unboundgrowth.com/contact) ![Blog Cover Image 1](https://www.unboundgrowth.com/hubfs/Blog%20Cover%20Image%201.png "Blog Cover Image 1") # Unbound Growth Blog # Empowering Buyers: The Future of Sales Confidence Posted by [Carole Mahoney](https://www.unboundgrowth.com/blog/author/carole-mahoney) on 1/15/25, 7:45 AM - [Tweet](https://twitter.com/share) ![CM Empowering Buyers The Future of Sales Confidence](https://www.unboundgrowth.com/hs-fs/hubfs/Canva%20images/CM%20Empowering%20Buyers%20The%20Future%20of%20Sales%20Confidence.png?width=1200&height=675&name=CM%20Empowering%20Buyers%20The%20Future%20of%20Sales%20Confidence.png) What’s the future of sales in 2025? That’s the question Brent Adamson and I explored during our recent Livestream chat, *Crystal Ball Sales Strategies: Brent Adamson & Carole Mahoney on What’s Next for 2025*.  Our conversation dove into the heart of sales transformation, the changing dynamics of B2B buying, and why true customer confidence—not supplier confidence—is the game-changer (spoiler alert: it's not about the seller). --- ![Building trust](https://www.unboundgrowth.com/hs-fs/hubfs/Building%20trust.jpg?width=314&height=314&name=Building%20trust.jpg) ### Most buyers feel ignored—but you can change that. Master authentic connections, diagnose needs, and create winning solutions with **The Buyer First Approach** at Sales Gravy University. #### Start now for under $100/month! [![GET THE DETAILS](https://no-cache.hubspot.com/cta/default/55042/5fbe43a0-7b05-42f1-9007-ff3ccd607a44.png)](https://cta-redirect.hubspot.com/cta/redirect/55042/5fbe43a0-7b05-42f1-9007-ff3ccd607a44) --- ### Here are the key takeaways from our discussion: #### 1. BUYING HAS EVOLVED FASTER THAN SELLING Brent shared insights from his upcoming book, *The Frame Making Sale,* highlighting a crucial truth: today's buyers are overwhelmed by complexity, information overload, and outcome uncertainty.  These challenges have eroded decision confidence, with 40-80% of deals stalling because buyers feel unsure about their choices. Brent’s research reveals that decision confidence—not supplier-centric metrics like value propositions—is the biggest driver of high-quality, low-regret deals. 💡 **Takeaway:** Sellers need to pivot from proving their value to empowering buyers to feel confident in their decisions. --- #### 2. THE ROLE OF THE FRAME MAKER We explored the concept of "frame making," a new sales approach designed to simplify complex decisions. Sellers act as connectors, not just experts. By providing clarity, structure, and actionable insights, they help buyers navigate uncertainty without taking over the decision-making process. Brent perfectly framed it: “It’s not about getting customers to trust you; it’s about helping them trust themselves.” 💡 **Takeaway:** Your expertise should focus on connecting buyers to insights—not just showcasing your knowledge. --- #### 3. STOP SELLING, START COLLABORATING One of my favorite parts of the conversation was discussing why sellers need to move beyond the “customer is always right” mentality. It’s not about doing whatever the buyer asks but about truly understanding what they need—even if it means guiding them away from your solution.  True collaboration involves helping buyers align on objectives, tactics, and results before introducing value. > --- > > *Shift the narrative from “meeting buyer demands” to “solving buyer problems.”* > > --- #### 4. the humanity of sales We both agreed: sales is about human connection. In a world increasingly saturated with AI and automation, the human touch will become a luxury. Buyers don’t just need information—they need someone to help them make sense of it.  As Brent so eloquently put it, “How can I interact with people in a way that makes them feel better about themselves and their decisions?” 💡 **Takeaway:** Your greatest asset as a seller is your ability to connect, empathize, and guide. --- #### Watch the Full Replay of our Dynamic Discussion --- #### 5. Confidence as a compass One of the most profound moments of our conversation was when Brent shared his belief that building customer confidence in their decision-making is more critical than ever.  When sellers focus on aligning buyers internally—clarifying objectives, addressing doubts, and creating a roadmap for success—they unlock trust and momentum. 💡 **Takeaway:** Confidence isn’t just an input to sales success; it’s the outcome you should prioritize. --- ##### LOOKING AHEAD TO 2025 The sales landscape is transforming, and *The Frame Making Sale* is poised to be a roadmap for the next decade. As Brent’s research underscores, this isn’t just a [sales strategy](https://www.unboundgrowth.com/blog/unlocking-buyer-insights-ai-empowering-smart-selling)—it’s a call to rethink how we engage with buyers, foster collaboration, and drive meaningful change. Whether you’re a seasoned sales leader or just starting your journey, one thing is clear: the future of sales lies in [empowering buyers](https://www.unboundgrowth.com/blog/elevate-your-buyers-journeys-todays-top-insights), embracing humanity, and redefining success through confidence. Are you ready to step into the next era of sales? --- ##### Let’s keep the conversation going. Share your thoughts below: 💬 What challenges do you face in helping buyers feel confident? ✨ What’s your biggest takeaway from Brent and Carole’s insights? --- #### ABOUT BRENT ADAMSON: Brent Adamson is a renowned researcher, author, and speaker in B2B sales and marketing. Co-author of *The Challenger Sale* and *The Challenger Customer*, Brent has shaped sales strategies for nearly two decades. His insights have been featured in the *Harvard Business Review*, and he’s a sought-after advisor to leading commercial executives. With an MBA from the University of Michigan and a Ph.D. in applied linguistics, Brent combines academic rigor with practical expertise. ![BA Empowering Buyers The Future of Sales Confidence](https://www.unboundgrowth.com/hs-fs/hubfs/Canva%20images/BA%20Empowering%20Buyers%20The%20Future%20of%20Sales%20Confidence.png?width=1200&height=675&name=BA%20Empowering%20Buyers%20The%20Future%20of%20Sales%20Confidence.png) ##### Connect with BRENT: [Website](https://www.brentadamson.net/) [LinkedIn](https://www.linkedin.com/in/brentadamson/) Topics: [sales strategy](https://www.unboundgrowth.com/blog/topic/sales-strategy), [entrepreneur](https://www.unboundgrowth.com/blog/topic/entrepreneur), [sales tips](https://www.unboundgrowth.com/blog/topic/sales-tips), [small business](https://www.unboundgrowth.com/blog/topic/small-business), [sales leadership](https://www.unboundgrowth.com/blog/topic/sales-leadership) ### Subscribe To This Blog #### **Subscribe To Our Newsletter** Subscribe to our monthly newsletter to get a summary of our recent blog posts, upcoming events & more! 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