BRX Pro Tip: The Role of Framing in Sales
Stone Payton : Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, talk a little bit about your perspective on the role of framing in the sales process.
Lee Kantor: Yeah, I think framing is critical when it comes to any type of mental model or thinking. And in sales, it’s really important to frame the problem your client or prospective client is having properly.
Lee Kantor: If you don’t frame the problem correctly, your solution isn’t going to land, no matter how good it is. So, when you frame the problem well, the sale becomes obvious. When you frame it poorly, you end up competing on price because they don’t understand what you’re solving this for.
Lee Kantor: So, here are some ways to frame the problem. Number one, show your prospect what the problem is really costing them. And it’s not just money. It’s also time. It’s also opportunities. It’s also stress. There’s other things that have a cost that is not just money. And it’s important for the prospect to understand that, because a lot of times they’re just trying to make this a money issue, and it’s usually not just a money issue.
Lee Kantor: Number two, you want to connect the problem that you’re solving to a bigger goal. How is this problem keeping them from where they want to be in six months or a year? How is neglecting this issue going to cost them down the road? They may not be thinking of it in that manner. It’s important to kind of bring that up.
Lee Kantor: And number three, you want to reframe surface problems into root problems. They tell you what they think they need, but you have to show them what’s actually driving that need. Get the problem frame right and the sale becomes easier. If you skip this step, you’re going to be fighting uphill the whole way. So make sure that you frame your solution to the problem, not just the surface problem, the superficial problem, but the root problem that your prospect is struggling with.
