I’m currently reading Brent Adamson’s (co-author of The Challenger Sale) new book The Framemaker Sale

In it, he introduces the concept of “sensemaking”, a content tactic that flips the script on traditional sales approaches

Too often, sales teams aren’t empowered to use social, or marketing is still pushing outdated “buy my product because we’re great” messages

Unfortunately, this style of content remains common, but it’s not what buyers want or need

That’s where sensemaking comes in

Brent describes it as “helping customers categorize, analyze, synthesize, and prioritize existing information into a set of practical conclusions and organizational decisions that best suit their specific needs.”

Practically speaking, this means reading, resharing, and summarizing relevant articles in a way that shows your expertise, without making it all about your product

Instead, you’re helping to educate and support the buyer

If I can read your post in five seconds and extract the value, you’ve saved me from sitting through a nine-minute video

That’s what sensemaking looks like in action

Conclusion:

In a world drowning in information, the salesperson who helps the buyer make sense of it all becomes the most valuable voice in the room