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Brent Adamson

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5 out of 5

Highly Respected Researcher, Author, Speaker, Trainer, & Advisor In Revolutionizing the B2B & B2C Sales Industry; Co-Author of Bestselling Books "The Challenger Sale" & "The Challenger Customer"

Highly Respected Researcher, Author, Speaker, Trainer, & Advisor In Revolutionizing the B2B & B2C Sales Industry; Co-Author of Bestselling Books "The Challenger Sale" & "The Challenger Customer"

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Washington, DC, USA
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Brent Adamson Biography

Brent Adamson is a world-renowned researcher, author, presenter, trainer, and advisor to B2B commercial executives.

Known as having the “biggest crystal ball in B2B sales,” Adamson is the co-author of the best-selling, industry-changing "The Challenger Sale" and "The Challenger Customer." He is also a frequent contributor to well-known business publications, including the Harvard Business Review, which featured his recent articles “Sensemaking for Sales” and “Traditional B2B Sales and Marketing Are Becoming Obsolete.”

Across the last 19 years, Adamson has been privileged to work with some of the greatest thought leaders in B2B and B2C sales and marketing, building and leading exclusive communities of highly progressive commercial executives. Known as a world-class facilitator and speaker, Adamson has presented to tens of thousands of commercial leaders both in-person and virtually all over the world, ranging from executive leadership teams to large keynote audiences.

Especially well known for his passion for “productive disruption,” Adamson served as the “chief storyteller” for CEB, now Gartner’s, sales, marketing, and customer service practices from 2003 to 2022. Across that time, Adamson’s research has focused most closely on the critical, boundary-spanning intersection of selling and buying, seeking to understand the rapidly changing nature of effective commercial collaboration. Most recently, Adamson and his colleagues at CEB, now Gartner, have introduced industry-leading concepts such as Buyer Enablement, Sense-Making, and Customer Decision Confidence. Adamson is also the former Global Head of Research and Communities at Ecosystems, a cutting-edge SaaS platform designed to help companies identify and track dimensions of value creation with their customers.

A native of Omaha, Nebraska, Adamson received his MBA with distinction from the University of Michigan’s Ross School of Business. Before that, he served on the faculty of Michigan State University as a Professor of German and Applied Linguistics. In addition to his MBA, Adamson holds a B.A. with distinction in political science from the University of Michigan, along with an M.A. in political science and German and a Ph.D. in applied linguistics from the University of Texas.

Brent Adamson Speaking Topics

  • Creating Customer Confidence to Make the Sale

    In today’s marketplace, the number one problem companies need to solve in order to increase the likelihood of closing a sale is a lack of customer confidence. Brent Adamson uses his 19+ years of experience and research within B2B and B2C sales to bring you the secret to always closing.

    The last three years have created deep, unending uncertainty across industries and the biggest loss isn’t in profits or personnel; it’s a loss of confidence customers experience within themselves. You’ve done your job of instilling confidence in yourself and your product/service, now what you need to do is build the customer’s confidence in themself and their ability to make large-scale decisions on the behalf of their company.

    After years of research, Adamson discovered the four significant forces that are eroding and undermining customer confidence.

    1. Decision Complexity: While any big decision has some degree of complexity, this only compounds as more and more stakeholders get involved, each with their own competing interests and metrics.

    2. Information Overload: Not only are customers being exposed to high quantities of information, but it’s also high quality. This creates friction and confusion and eventually will stall the sale.

    3. Implementation Uncertainty: While this is often an after-effect of a sale, implementation uncertainty increases regret and decreases confidence, leading to more problems down the road.

    4. Value Opacity: When a value is unclear, or opaque, there is generally a wide gap between the value promise and the value realized by the customer.

    More importantly, he figured out how to overcome them. The best sales teams and organizations will use the customer’s lack of confidence to set themselves apart from other teams. This is an opportunity to become a source of confidence creation for your customer and a time to build trust. To do this, you must create frameworks around each point of insecurity. When you solve what they are craving, you give them the ability to believe in themselves and the empowerment to make large-scale decisions for their company.

  • The Challenger Sale: Taking Control of the Customer Conversation

    What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships--and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them.

    The need to understand what top-performing reps are doing that their average-performing colleagues are not, drove Matthew Dixon and his colleagues to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.

    Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, "The Challenger Sale" argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger• delivers consistently high performance.

    Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale.

    The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.

    An acclaimed international bestseller, "The Challenger Sale" has been lauded as “the most important advance in selling for many years” (SPIN Selling author Neil Rackham) and “the beginning of a wave that will take over a lot of selling organizations in the next decade.” (Business Insider). The Challenger Sale has sold nearly a million copies worldwide, has been translated into 8 foreign languages and has appeared on the Amazon and Wall Street Journal bestseller lists on multiple occasions since its release.

  • The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results

    The bestselling authors of "The Challenger Sale" overturned decades of conventional wisdom with a bold new approach to sales. Now their latest research reveals something even more surprising: Being a Challenger seller isn’t enough. Your success or failure also depends on who you challenge.

    Picture your ideal customer: friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It turns out that’s the last person you need.

    Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. That’s simply human nature; it’s much easier to build a relationship with someone who always makes time for you, engages with your content, and listens attentively. But according to the latest research from Matthew Dixon and his coauthors—based on data from thousands of B2B marketers, sellers, and buyers around the world—the highest-performing teams focus their time on potential customers who are far more skeptical, far less interested in meeting, and ultimately agnostic as to who wins the deal. How could this be?

    The authors of "The Challenger Customer" reveal that high-performing B2B teams grasp something that their average-performing peers don’t: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson’s inability to get an individual stakeholder to agree to a solution. More often it’s that the stakeholders inside the company can’t even agree with one another about what the problem is.

    It turns out only a very specific type of customer stakeholder has the credibility, persuasive skill, and will to effectively challenge his or her colleagues to pursue anything more ambitious than the status quo. These customers get deals to the finish line far more often than friendlier stakeholders who seem so receptive at first. In other words, Challenger sellers do best when they target Challenger customers.

    "The Challenger Customer" unveils a research-based approach that will help sellers and managers to distinguish the "Talkers" from the "Mobilizers" in any customer organization. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organization.

Brent Adamson Videos

  • Brent Adamson | Buyer's Journey
    Brent Adamson is a world-renown researcher, author, presenter, trainer, and advisor to B2B commercial executives around the world. Known as...
  • Brent Adamson | Sizzle Reel

Brent Adamson Books

  • The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
    The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
  • The Challenger Sale: Taking Control of the Customer Conversation
    The Challenger Sale: Taking Control of the Customer Conversation

Speaker Lists Featuring Brent Adamson

  • The Best Sales Keynote & Motivational Business Speakers for your Next Sales Kickoff Training

    Motivational Speakers for a Successful Sales Kickoff

    An experienced sales keynote speaker can transform any organization's sales kickoff from good to outstanding. Traditionally a training and motivational meeting in January, a sales kickoff is a great opportunity to bring in...

FAQs on booking Brent Adamson

  • How do I book Brent Adamson to speak at my event?

    Our experienced booking agents have successfully helped clients around the world secure speakers like Brent Adamson for speaking engagements, personal appearances, product endorsements, or corporate entertainment since 2002. Click the Check Availability button above and complete the form on this page to check availability for Brent Adamson, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get speaking fee information and check availability for Brent Adamson or any other speaker of your choice.
  • What are the speaker fees for Brent Adamson

    Speaking fees for Brent Adamson, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. The estimated fees to book Brent Adamson are for live events and for virtual events. For the most current speaking fee to hire Brent Adamson, click the Check Availability button above and complete the form on this page, or call our office at 1.800.698.2536 to speak directly with an experienced booking agent.
  • What topics does Brent Adamson speak about?

    Brent Adamson is a keynote speaker and industry expert whose speaking topics include Authors, Business, Computer Science, Consulting, Leadership Speakers, Sales, Sales, Marketing and Branding, Science and Technology, Virtual Speakers.
  • Where does Brent Adamson travel from?

    Brent Adamson generally travels from Washington, DC, USA, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.
  • Who is Brent Adamson’s agent?

    AAE Speakers Bureau has successfully booked keynote speakers like Brent Adamson for clients worldwide since 2002. As a full-service speaker booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Please click the Check Availability button above and complete the form on this page including the details of your event, or call our office at 1.800.698.2536, and one of our agents will assist you to book Brent Adamson for your next private or corporate function.
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Brent Adamson is a keynote speaker and industry expert who speaks on a wide range of topics such as Creating Customer Confidence to Make the Sale, The Challenger Sale: Taking Control of the Customer Conversation and The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. The estimated speaking fee range to book Brent Adamson for your event is $20,000 - $30,000. Brent Adamson generally travels from Washington, DC, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Daymond John, Libby Gill, Dr. Jackie Freiberg, Alexandra Wilkis Wilson and Chip Eichelberger. Contact All American Speakers for ratings, reviews, videos and information on scheduling Brent Adamson for an upcoming live or virtual event.

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