Brent Adamson Reveals the New Psychology of B2B Buying

In this deep and eye-opening episode of Jack Rants with Modern Bankers, Jack Hubbard sits down with bestselling author and global sales thought leader Brent Adamson, co-author of The Challenger Sale, The Challenger Customer, and the groundbreaking new book The Frame-Making Sale. Brent shares powerful new research revealing the real reason deals stall, buyers disappear, and decisions drag on and it has nothing to do with your brand, product, or value props. Instead, it all comes down to something far more human: customer self-confidence. This episode is a must-listen for bankers, sales leaders, relationship managers, and anyone navigating today’s complex buying landscape. Brent’s insights will challenge everything you thought you knew about sales—and give you a new roadmap for winning decisions in a world where customers are overwhelmed and unsure. If you’ve ever had a deal stall, a buyer ghost you, or a champion say “If it were up to me…” this episode will change the way you sell. Sponsored by RelPro, Inc. and Vertical IQ