Sales Skills: The 3A Framework of Reframing

Introduction

• Presentation on a key sales skill – reframing.
• Importance: Increases likelihood of closing a sale after a prospect isn't immediately convinced.
• Key Framework: The 3A Framework of Reframing.
• Five ethical rules of reframing.

What is Reframing?

• Reframing involves crafting responses that guide a prospect towards a purchase decision.
• Avoids directly answering potentially trap questions by redirecting focus.

Examples of Reframing

• Example 1: On certifications, instead of answering directly, ask "Which certifications are you looking for specifically?"
• Example 2: On the number of questions via email support, ask "Why do you want to ask additional questions?"

Importance of Asking Questions

• The person asking questions controls the conversation.
• Asking further questions can sidestep potential sales obstacles.

The 3A Framework

1. Acknowledge

• Paraphrase what the prospect has said.
• Shows active listening and buys time.

2. Associate

• Link questions to behaviors of successful customers.
• Makes prospects feel closer to making a purchase.

3. Ask

• Pose your next question after reframing.

Sales Psychology and Control

• A prospect trusts what they say more than what you tell them.
• Lead them to feel the decision to buy is their own conclusion.

Rules for Ethical Reframing

Rule 1: Let Prospects Decide

• Lead them to logically conclude they fit well with your offering.

Rule 2: Never Disagree

• Use questions to guide the prospect without direct disagreement.

Rule 3: Tell Them What Their Question Means

• Reassociate their questions with positive, buying-related behavior.

Rule 4: Use Straw Men for Tough Truths

• Use third-party stories to gently present harsh truths.

Rule 5: Retain Childlike Curiosity

• Stay genuinely curious, focusing on understanding the prospect's needs.

Practical Tips

• Avoid phrasing that hands control to the prospect, like "Do you have any questions?"
• Respond to questions with further questions about their context and concerns.

Advanced Techniques

• Use associations to align prospect concerns with positive buyer traits.
• Implement straw men or third-party examples to navigate tricky objections.

Wrap-Up

• Highlighted the importance of reframing in successful sales.
• Encourage continuous practice and understanding of the prospect's concerns.
• Reinforce the objective of maintaining rapport and guiding the prospect positively.

For further training, explore acquisition.com for detailed workshops and opportunities on scaling and sales strategies.