Framing: The Key to Improve Your Sales Process

Framing: The Key to Improve Your Sales Process

Have you ever struggled with overcoming objections during the sales process? Understanding the concept of framing can transform how you approach sales conversations, improve your overall sales process, and help you guide prospects toward positive outcomes.

In a recent discussion with Bob Burg, founder of The Go-Giver Community Network, Jeff West, president of West Marketing Group, and Adi Klevit, CEO of Business Success Consulting Group, these three sales experts provide actionable steps you can take when encountering an objection during the sales process.

What is Framing?

Framing is the foundation from which everything else evolves in a conversation. When you set the right frame, you create a foundation that directs the interaction toward a positive result. If you establish a productive frame, you are already 90% of the way toward achieving your desired outcome. On the other hand, if you adopt a negative frame introduced by someone else, you risk guiding the conversation toward undesirable results.

During their conversation, Bob gave an example of framing he saw at Dunkin' Donuts. The toddler was running around the restaurant when he slipped and fell. While unhurt, he was surprised. Instead of panicking, the parents calmly approached him, smiling and laughing, saying, "Oh, what a fun trick! Can you do that again?" The child, reassured by how they framed his fall, also began to laugh. The parents' calm reaction reframed the event from a potentially distressing experience into a playful moment.

The same principle applies to sales conversations. By establishing a positive frame, you can prevent objections from becoming barriers and instead turn them into opportunities for empathy, understanding, and collaboration.

Applying Framing in Sales Conversations

Imagine a couple who has met with multiple real estate agents. They want to sell their house but have become frustrated with the process. When the latest real estate agent sits down with them, one spouse tells them, "You're the fourth realtor we've seen. The others told us why they were the best and worked for the best company. We aren't some easy-to-convince mark."

This statement sets a negative, adversarial frame. If the realtor responds defensively or aggressively, it could reinforce the negative dynamic. However, by controlling their emotions and responding with empathy, the realtor can reframe the conversation:

"Thank you for sharing that with me. I'm sorry you've had to interview so many agents. We can't possibly know if I'm the right solution for you without exploring your needs and goals further. So, please know that our conversation today is to help us determine that. If I turn out to be the right fit, I'd be honored to list your home. If not, that's also okay."

By shifting the frame from confrontation to collaboration, the realtor positions themselves as an ally in this couple's quest to sell their home - not just another salesperson.

How to Use Framing to Improve Your Sales Process

The most effective way to reframe sales is to approach it as a partnership. You are partnering with your prospect to find the best solution for their needs. Truly listening to them and gaining an in-depth understanding of their needs, then clearly communicating how you can help, will ensure your prospect feels understood and valued.

Here are four key strategies that you can include in your sales process:

1. Control your emotions.
When someone shares an objection, their emotions are not directed at you per se. They are frustrated with an experience they have had or the situation you are trying to help them overcome. So, keep your emotions in check as you carry on through the sales process.

2. Lead with empathy.
You are there to help them. Listen, understand, and empathize with what your prospect has gone through.

3. Ask questions to make sure you understand their perspective.
Understanding someone else's perspective is hard, particularly if you haven't been in their shoes! Get a deeper understanding by asking questions and probing into the issues they are encountering.

4. Once you've understood the objection fully, reframe it.
Only once you've fully understood where the prospect is coming from can you reframe their difficulty. Sometimes, this is a rapid process - like the reframing examples above. Other times, the reframing process takes more time and energy. But, in the end, you and the prospect will become collaborators and problem solvers, tackling issues together.

Are you interested in building processes as a foundational part of your sales strategy? Connect with the process experts at Business Success Consulting Group! Schedule your free initial consultation.

Framing: The Key to Improve Your Sales Process

Author: Adi Klevit

Founder: Business Success Consulting Group

Adi is passionate about helping businesses bring order to their operations. With over 30 years of experience as a process consultant, executive and entrepreneur, she’s an expert at making the complex simple. Adi has been featured on numerous podcasts and delivered many webinars, and live workshops, sharing her insights on systematizing a business. She also hosts The Systems Simplified Podcast, publishes a weekly blog, and has written numerous original articles published on Inc.com.

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