Sales Training Lecture Notes

Introduction

• Presenter manages 100+ salespeople generating over $250 million annually.
• Focus: one powerful sales skill that separates top performers from the rest.
• Topic: The 3A Framework of Reframing

What is Reframing?

• Reframing involves responses that increase the likelihood of a sale after a prospect doesn't say "yes."
• Key: Respond to questions by questioning the question.
• Example Techniques:
  • Inquiring about specific certifications a prospect is interested in, rather than answering directly.
  • Shifting focus from quantity-based queries to understanding underlying concerns.

Importance of Questions

• Control in conversation is maintained by the person asking questions.
• Reframing can be used across various channels (in-person, phone, Zoom, etc.).

The 3A Framework

1. Acknowledge
   • Build rapport by repeating the prospect's query.
   • Demonstrates active listening and provides time to think.
2. Associate
   • Link the prospect's question to behaviors of successful customers.
   • Positions the prospect closer to making a purchase.
3. Ask
   • Formulate a new question to push the sale forward.

Key Rules for Ethical Use

1. Prospect Beliefs
   • Prospects trust their own statements more than the salesperson's.
   • Aim to have prospects conclude they are a good fit for the product.
2. Don't Disagree with Questions
   • Avoid direct disagreement; instead, ask questions to explore the prospect's mindset.
3. Tell Them What Their Question Means
   • Shift the prospect's query into a positive narrative aligned with buying behavior.
4. Use Straw Man for Tough Truths
   • Employ straw man arguments to discuss hard truths without direct confrontation.
5. Retain Childlike Curiosity
   • Approach queries with genuine curiosity to better understand prospect concerns.

Practical Examples

• Role-playing responses to common objections like "I need to think about it" or "I have to discuss with my spouse."
• Utilize association with past successful clients to provide reassurance.
• Use analogies (e.g., "looking under the hood") to justify not answering certain questions immediately.

Advanced Techniques

• Use prospect's labels and attributes positively in the sales process.
• Guides rather than forces prospects to see the validity in the product/service.

Conclusion

• Reframing is about understanding and guiding, not arguing or confronting.
• Maintain rapport and empathy to effectively close sales.
• Encourage prospects to feel validated and understood for ethical and successful sales strategies.

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• Additional Resources:
  • Acquisition.com scaling workshop for business growth and sales training.
  • Career opportunities in sales at Acquisition.com for experienced sales professionals.