Sales Skills Lecture Notes

Overview

• Focus on a sales skill that separates the best from the rest: Reframing.
• Introduction to the 3A Framework of Reframing and 5 Rules for Ethical Use.

What is Reframing?

• The technique used after a prospect says anything but yes.
• Increases the chances of closing a sale.
• Example: Instead of directly answering questions that may lead to objections, ask clarifying questions.

Example Scenarios

1. Certification Question:

   • Prospect: "How many certifications do your trainers have?"
   • Response: "Which certifications are you looking for specifically?"

2. Email Support Questions:

   • Prospect: "How many questions can I ask via email?"
   • Response: "Why do you want to ask additional questions? What are you most afraid of?"

Importance of Questioning

• Control the Conversation:
  • The person asking questions controls the discussion.
  • Avoid being on the defensive.

The 3A Framework

1. Acknowledge:
   • Repeat what the prospect said to show active listening.
   • Buys time to think about the next response.
2. Associate:
   • Link the prospect's question to positive behaviors or outcomes (e.g., "That's a great question! It shows you're thinking seriously about this decision.").
3. Ask:
   • Follow up with your questions after acknowledging and associating.

Example Process

• Acknowledge: "You're curious about our certifications. Great question!"
• Associate: "That shows you're a rational decision-maker."
• Ask: "What specific certifications are you interested in?"

Key Rules for Ethical Reframing

1. Don't Dismiss Their Questions:

   • Prospects believe what they say more than what you say.
   • Ask questions that lead them to the conclusion themselves.

2. Never Disagree:

   • Strive for agreement and understanding to change their minds.
   • Avoid arguments as they lead to lost sales.

3. Interpret Their Questions:

   • Reframe their concerns or objections as an opportunity.
   • Use the prospect's own words against their doubts.

4. Use Straw Man Techniques:

   • Discuss hypothetical examples or past customer experiences to illustrate your points without directly confronting them.

5. Maintain Childlike Curiosity:

   • Seek to understand rather than win the argument.
   • Keep an open and empathetic stance when discussing concerns.

Summary of Sales Techniques

• Focus on maintaining rapport with prospects.
• Ask insightful questions to understand their needs and fears.
• Use reframing to guide conversations towards a successful close.
• Practice these techniques to improve sales effectiveness.