Episode
The Framemaking Sale: Building Buyer Decision Confidence featuring Karl Schmidt
- Published
- Jul 4, 2026
- Duration seconds
- 1886
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- https://share.transistor.fm/s/7f819fd6
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Summary
Karl Schmidt is the Co-Founder of A to B Insight , where he helps organizations transform their sales approach by aligning with how customers actually make decisions. Drawing on years of experience at leading firms including Boston Consulting Group and Gartner, Karl has conducted award-winning research into buyer behavior, commercial strategy, and complex B2B decision-making—including work that contributed to the groundbreaking insights behind The Challenger Sale. As the co-author of The Framemaking Sale, Karl equips sales leaders and organizations with practical frameworks for increasing buyer confidence, simplifying complex decisions, and creating customer experiences built on trust rather than pressure. His research and thought leadership have been featured in Harvard Business Review, Forbes, and other leading business publications, making him one of today's foremost voices on decision science in modern sales. SHOW SUMMARY In this episode of the Selling from the Heart Podcast, Larry Levine and Darrell Amy welcome Karl Schmidt, Co-Founder of A to B Insight and co-author of The Framemaking Sale, for a fascinating conversation about how customers truly make decisions—and why helping buyers gain confidence is more valuable than simply persuading them. Karl introduces the concept of "framemaking," explaining that exceptional sales professionals don't just provide information or recommend solutions—they help buyers navigate complexity, clarify priorities, and build confidence in their own decision-making process. The conversation explores groundbreaking research showing that buyer decision confidence is one of the strongest predictors of successful, high-quality purchases. Rather than focusing solely on convincing prospects that your solution is the best, Karl explains wh…