The biggest challenge in B2B sales today isn't selling solutions — it's helping customers buy them.

In this episode, host Ian Lowe welcomes Brent Adamson, globally renowned B2B sales expert and co-author of The Challenger Sale, to unpack his groundbreaking new book, The Frame-Making Sale. Brent reveals why boosting customer confidence — not just delivering information — is the real key to closing bigger, better deals.

The conversation dives into why high-quality, low-regret B2B buying decisions come down to emotion as much as logic, and why customers today choose bigger solutions, broader scope, and higher price points when they feel confident, not just informed.

Building on the purpose-driven foundation from our conversation with Aaron Hurst in episode 1, this episode pushes the question further: it's not enough for purpose to be a slogan — customers have to feel it. So how are you making your customers feel?

🔔 Subscribe and join us as we bring purpose back to sales.

#SalesRepurposed #TheFrameMakingSale #ChallengerSale #B2BSales

75% of B2B buyers say they'd rather skip salespeople entirely. A 6x increase in buyers who think sales conversations add zero value. So what's the fix?

In this episode of Sales Re-purposed, host Ian Lowe sits down with Aaron Hurst — author of The Purpose Economy — to unpack why purpose isn't at odds with sales performance, it's a turbocharger for it. In a world of constant volatility and buyer burnout, the sellers who win are the ones who keep asking "why does this matter?" — both for their customers and for themselves.

Aaron also breaks down the three pillars of purpose (relationships, impact, and growth) and shares how peer coaching can help any seller — new or seasoned — grow faster by having someone to walk the journey with.

🔔 Next episode: Brent Adamson, bestselling author of The Challenger Sale and The Challenger Customer, joins us to talk about his new book The Frame-Making Sale and how ServiceNow sellers can become the ones customers actually want to talk to.

#SalesRepurposed #PurposeDrivenSales #B2BSales #SalesLeadership

75% of B2B buyers say they'd prefer a salesperson-free experience. Korn Ferry found a 6x increase in buyers who believe sales conversations offer zero value. If those numbers don't stop you in your tracks, they should.

Welcome to Sales Re-purposed — a new podcast on a mission to bring purpose back to sales. In this episode, we introduce the five core principles that will guide the series: Purpose, Community, Connection, Performance, and Results — and explain why purpose isn't just a nice-to-have, it's the reason customers buy in the first place.

We also sit down with our first guest, Aaron Hurst — social entrepreneur, CEO, and bestselling author of The Purpose Economy — whose work has shaped how the world thinks about purpose-driven leadership and human connection.

This isn't just another sales podcast. It's a space for connecting, learning, growing, and challenging the status quo — together.

🔔 Subscribe and join us as we bring purpose back to sales.

#SalesRepurposed #PurposeDrivenSales #ServiceNow #B2BSales