Sales Skill: Reframing

Introduction

• Importance of teaching reframing as a sales skill.
• This skill can significantly impact sales success.
• Introduction of the 3A framework and five ethical rules for reframing.

What is Reframing?

• Reframing is the response given after a prospect's question that increases the likelihood of a sale.
• Example of a trap question: "How many certifications do your trainers have?"
  • Instead of answering directly, ask clarifying questions.
  • Example response: "Which certifications are you looking for specifically?"

The Role of Questions in Sales

• The person asking questions controls the conversation.
• Key lesson: Asking more questions keeps you in control and helps manage objections.
• Effective for various sales contexts: in-person, phone, Zoom, etc.

The 3A Framework

1. Acknowledge

• Restate what the prospect said to show active listening.
• Benefit: Buys time to think about the next response.

2. Associate

• Link the prospect's question to behaviors of successful customers.
• Example: "That's a great question, many of our best customers ask similar questions."

3. Ask

• After acknowledging and associating, ask your next question to guide the conversation.
• Example: "What specific certifications are you looking for?"

Importance of Rapport

• Maintain rapport to ask for the sale multiple times without reducing the connection.
• High-performing salespeople ask for the sale more than others.

Five Ethical Rules for Using Reframing

Rule 1: The Prospect is Skeptical

• Prospects believe very little of what you say.
• Goal: Ask questions that lead them to believe they are a good fit.

Rule 2: Never Disagree with a Prospect

• Winning an argument means losing a sale.
• Ask questions to subtly guide the prospect's thinking without confrontation.

Rule 3: Tell Them What Their Question Means

• Help the prospect understand their own concerns.
• Use questions to uncover deeper issues behind their objections.

Rule 4: Use Straw Men for Tough Truths

• Frame difficult conversations by referencing others (e.g., past clients or hypothetical examples).
• This creates a neutral space to address concerns without direct confrontation.

Rule 5: Retain Childlike Curiosity

• Keep a genuine interest in the prospect's concerns.
• Use body language and tone effectively to communicate empathy and understanding.

Conclusion

• Effective sales require understanding the prospect's perspective.
• Use the 3A framework and ethical rules to build rapport and guide conversations.
• Continuous practice and training are essential for mastering reframing in sales.