“I refuse to let my opponent’s youth and inexperience be a factor in this campaign,” was the response from an aging Ronald Reagan during the second Reagan/Mondale debate. According to many political pundits, this response awarded him a second term in office. The technique is known as a reframe and converts a negative perception into a positive outcome. A technique, when properly executed, that keeps you in the deal.
The origin of the term “reframe” used in sales situations is attributed to the world of art. When a painting is displayed in the oak frame it has minimal appeal; however, when a cherry-wood frame is placed around the picture it immediately comes to life – perceptions are changed and deals are made.
What would it be worth to a salesperson to have “reframes” ready for the predictable and reoccurring objections that customers have? What would it do for the salesperson’s level of confidence if they entered a selling situation armed with the possible responses to the inevitable objections that lay waiting to kill the deal? The value to the salesperson is priceless.
Reframes should be reserved for those objections that are truly emotionally laden. These objections may have been planted by the competition or exist due to folklore and the rumor mill attributing the observation to the infamous client of the past. Frequently introduced with, “I heard that …”
The observation that “you are too small” is immediately reframed by an example of citing something in the real world that is small yet beneficial – perhaps a pace-maker. This case in point is followed by examples of other customers who had the same concerns, however, now realize the benefits of working with a smaller company that was quick to respond, focused, and willing to listen to individual concerns.
The objection that “you are too big” is reframed by drawing their attention to something that is big and yet beneficial. One may be discouraged by the complexity of a solution but be comforted by recognizing the value of products with a great deal of complexity, but are nevertheless very beneficial to the user (i.e. cell phones and ATM machines).
To avoid drilling down into a feature-function dump, inserting reframes that reference your hobby or favorite pastime are very effective. These reframes require no supporting documentation, may be spontaneous, are energized due to your innate interest, and you are the in-house expert. An additional advantage of offering a reframe relating to a personal interest may also introduce a common bond, thus serving as an additional avenue of rapport.
Reframes are not needed in order to respond to observations that require merely an answer. For instance, if a prospect makes the observation, “I’ve heard your deliveries are frequently late,” there is nothing wrong with admitting that in the past that may have been the case. However, with the implementation of your new supply chain management system that problem has been eliminated. There is no need to introduce a reframe citing that a later delivery date for an expecting mother may be beneficial to the child.
Don’t run or hide from an objection – embrace it! Changing a prospect’s perception and making a negative appear as a positive may be the difference between winning and losing the sale. Learn from “The Great Communicator” who saved a presidential election, and “Reframe” the objection!
By Dr. James Haviland, Consultant, Corporate Visions Inc.
The Messaging Feed 