Mastering the Art of Cognitive Reframing

In sales, the power of cognitive reframing cannot be overstated. It’s a psychological technique that allows you to turn negatives into positives, helping your buyers gain new perspectives and view their problems in a different light. By mastering this technique, you can become a trusted advisor and salesperson that buyers value most.

Here are the two basic steps to the framework of reframing:

1. Validate their perspective: It’s important to acknowledge and validate the buyer’s concerns or negative thoughts. Show empathy and understanding towards their perspective, and let them know their feelings are valid. This helps build rapport and establishes trust.

2. Offer a positive perspective: Once you have validated their perspective, offer a positive alternative. This doesn't mean lying or spinning the truth, but rather helping the buyer see their situation from a different angle, focusing on potential solutions or opportunities.

Now, let’s look at three examples of how you can effectively reframe a common objection like "It's too expensive":

Re-frame 1 - Compare and contextualize options: Instead of focusing solely on the price, compare and contextualize the options available to the buyer. For example, you can highlight the long-term benefits or cost savings of your product or service compared to other alternatives. By shifting the focus from the immediate cost to the overall value and impact in the future, you can help the buyer see the bigger picture.

Re-frame 2 - Cost of consequences: Help the buyer consider the cost of consequences of not investing in your product or service. For example, you can ask them about their desired gains and the potential losses they may incur by not addressing their problem. By highlighting the risks and missed opportunities of not taking action, you can motivate the buyer to see the value in your offering.

Re-frame 3 - Content alignment: Understand the buyer's goals and beliefs, and align your product or service with them. For example, if the buyer values sustainability, you can highlight how your product is eco-friendly and aligned with their values. By showing how your offering aligns with their beliefs and goals, you can create a positive association and make your product or service more appealing.

Cognitive reframing is a powerful sales technique that allows you to help your buyers think differently about their problems and gain a new perspective. By validating their perspective, offering a positive alternative, and using examples and lists to illustrate the reframing process, you can effectively turn negatives into positives and become a trusted advisor to your buyers. Remember, it's not about lying or spinning the truth but rather helping buyers see the value and opportunities in your offering through a different lens. Mastering the art of cognitive reframing can greatly enhance your sales skills and ultimately lead to more successful sales outcomes.