Framing is a powerful technique that can help your sales team shape the perception and value of your product or service in the eyes of your prospects. By using framing, you can highlight the benefits, address the objections, and create urgency for your offer. But how can you coach your sales team to use framing effectively? Here are some tips to help you.
Before you can coach your sales team to use framing, you need to make sure they understand what it is and why it matters. Framing is the way you present information to influence how people interpret it and react to it. For example, you can frame your product as a solution to a problem, an opportunity to achieve a goal, or a competitive advantage in the market. Framing can also help you overcome common objections by anticipating them and addressing them before they arise. Explain to your sales team how framing can help them connect with their prospects, create value, and close more deals.
I have a simple model for framing, be for sales, customer problem solving or for my public talks. 1. Narrative: Build a good story line that accurately captures historical facts and idea behind the product. Why, for Whom and Why was the product developed. Good stories capture people’s imagination best. 2. Context: Gather relevant current facts based on client’s own words, state (mental and emotional) and of course expressed and unexpressed pain points and use both narrative and context to: 3. Interpret: Attach meaning and meaningfulness to the conversation and experience of the process. 4. Decide: Offer solutions guided by the first 3 points. Your language is best framed by this framework and it has produced great results for us.
Please keep framing simple. Make sure your team fully understands the problems that your company solves for your customers. Ensure they can explain why your product or solution differs from your buyer's perspective, not yours! This is what I call 3rd person storytelling. When you can frame your solution through a story with actual proof, you will see buyer engagement go up.
Framing is all about tailoring your solution to the customer's need. People don't buy things for the sake of buying. To increase your chances of winning, challenge yourself to ask deeper level questions with your client until you have a full understanding if you can help them or not (this includes budget info!). If you can't - it's tough, but walk away! If you can, your job throughout the rest of the sales cycle is to continuously explain in detail how your solution will uniquely solve their problem.
First focus & train your sales team to solve customer problem statement rather focusing on achieving sales numbers. Highlight success stories, customer journey mind mapping, and case studies that demonstrate the positive impact of your product or service. Tailor the framing strategy based on the customer's industry, challenges, and priorities. Demonstrate how using your solution can result in cost savings or increased efficiency over time & continuous training & feedback and analyzing data will help to achieve the assigned volumes.
1● Framing, refers to the strategic presentation of information to influence perception. In sales, it involves shaping how a product or service is perceived by highlighting specific aspects, benefits, or features. By framing content in a certain way, one can guide the audience's interpretation and create a more positive view. Este concepto se utiliza para presentar información estratégicamente con el fin de influir en la percepción, especialmente en ventas, resaltando aspectos, beneficios o características específicas para crear una visión más positiva.
Your sales team can use different types of framing depending on the situation and the stage of the sales cycle. Positive framing emphasizes the positive outcomes and benefits of your product or service, while negative framing highlights the negative consequences of not using it. Contrast framing compares your product or service with other alternatives, showing how it is superior, unique, or more valuable. Leveraging social proof framing involves using testimonials, reviews, or endorsements from other customers, experts, or influencers. Finally, scarcity framing creates a sense of urgency and exclusivity for your product or service. Instruct your sales team on how to use each type of framing appropriately and effectively, providing them with examples and scripts that they can adapt to their own scenarios.
Uno de los pilares básicos es la formación sobre el producto, y las herramientas de formación enmarcadas en el aprendizaje de la comunicación de los elementos que sumen valor a nuestros productos.
El encuadre más útil es el del precio. Si quieres que tu producto o servicio sea visto por tus clientes con un precio conviene, haz el encuadre con productos similares y de precio mayor.
1; To enhance framing in sales, train your team to identify customer needs and emphasize how the product addresses them. Practice scenarios for constructive feedback, refining framing skills. Encourage a solutions-oriented approach and storytelling to connect emotionally with customers. Para potenciar el uso del encuadre en ventas, entrena al equipo para identificar necesidades del cliente y destaca cómo el producto las aborda. Practica escenarios para retroalimentación constructiva, perfeccionando habilidades de encuadre. Fomenta un enfoque en soluciones y la narración para conectar emocionalmente con los clientes.
1. Positive Framing: Emphasize benefits and solutions. 2. Contextual Framing: Present within specific scenarios. 3. Comparative Framing: Highlight advantages over competitors. 4. Loss Aversion Framing: Emphasize losses by not choosing your product. 5. Temporal Framing: Align with short-term or long-term gains. 6. Emotional Framing: Connect emotionally through storytelling. 7. Numeric Framing: Use statistics to support your claims. 8. Question Framing: Pose questions guiding towards your message. 9. Risk-Reversal Framing: Minimize risks with guarantees or returns.
To educate your sales team about various framing techniques, you can begin by conducting a classroom session that explains the concepts of positive, negative, contrast, social proof, and scarcity framing. After that, you can have your team practice applying these techniques through role-playing exercises, develop sales scripts, and create training modules based on different scenarios. Make sure to provide ongoing coaching and feedback as well as curating a resource library for reference. By implementing this comprehensive approach, your team will be well-equipped to use framing effectively in different sales situations.
One of the best ways to coach your sales team to use framing is to practice it with role-playing exercises. Role-playing can help your sales team develop their framing skills, test their messages, and get feedback from you and their peers. You can set up different role-playing scenarios that simulate real-life situations, such as cold calls, discovery calls, product demos, or negotiations. You can also assign different roles to your sales team members, such as prospect, salesperson, or observer. During the role-playing sessions, pay attention to how your sales team uses framing to position your product or service, and give them constructive criticism and praise.
Salespeople don't mess up the entire sale. We mess up moments. And if those moments recur, we can prepare, and practice. And we can and should practice the same moment in different contexts - positive, neutral, negative, dominant, chatty, introverted, numbers and details, new business, renewal, expansion, post-loss. We practice in many simulated situations to create contextual feedback in a safe space. Doing that ensures learners know it and USE IT! Most training is a total waste of money because it isn't practised and reinforced so under pressure you revert back to what you learned first1
I usually practice a role play before calling. I need to know the set the outcome of the conversation. I tell my colleagues. what's your goal with this call? In case of price negotiation know your anchor price and lowest, service payment terms.. it helps you with quick answers and small room to improvisation. Leading the conversation towards the highest value for your customer and win win.
In the role-playing game to practice framing in sales, assign roles to your team and simulate sales scenarios. Encourage the use of framing techniques such as highlighting benefits, comparing with competitors, and emotionally connecting. Provide challenging scenarios to refine objection-handling skills and use constructive feedback to enhance performance. En el juego de rol para prácticar el encuadre en ventas, asigna roles a tu equipo y simula situaciones de venta. Fomenta el uso de técnicas de encuadre como resaltar beneficios, comparar con competidores y conectar emocionalmente. Proporciona escenarios desafiantes para afinar habilidades de manejo de objeciones y utiliza la retroalimentación constructiva para mejorar el desempe?o.
La práctica del encuadre a través de juegos de rol es un enfoque dinámico y efectivo para perfeccionar las habilidades de ventas. Imagina una simulación de llamada en frío: el vendedor destaca los beneficios del producto, encuadrándolo como la solución ideal. Ejemplo: "Nuestra tecnología revolucionaria transformará tu proceso". En escenarios de demostración, el encuadre positivo puede resaltar la eficacia. En el juego de roles, observa cómo manejan el encuadre. ?Destacan beneficios? ?Abordan objeciones?Además, considera rotar roles para que todos practiquen diversas situaciones. Alternativamente, puedes implementar competencias amistosas entre equipos para aumentar la motivación y mejorar el rendimiento.
Role-playing is a crucial aspect of sales training that can be utilized in all sales interactions, not just for handling customer objections or scripted demonstrations. By practicing specific framing elements through role-playing, you can equip your team with additional tools to improve their performance. Role-playing enables them to become familiar with the framing script ahead of time, which can enhance their comfort level during real-life situations.
Finally, you need to monitor and measure the impact of framing on your sales team's performance and results. To do this, you can use call recordings to listen to how your sales team uses framing with prospects, as well as review CRM data for correlations between the use of framing and sales outcomes. Additionally, feedback surveys from both sales team and customers can provide insight on how framing influenced their decision-making process, their perception of value, and satisfaction with the product or service. Through monitoring and measuring the impact of framing, you can identify strengths and weaknesses of your sales team's skills and provide ongoing coaching and support.
One of the best feedback methods I was taught in my sales career was called "Give two, Take two." Instead of asking your sales reps, "How are things going?" You can ask, "Tell me two things you find are working with the new skill of framing, and explain two areas where you would like additional support or training." As their leader, once they answer, you respond with, "Tell me more about that," or "Explain why improving in those areas will be helpful for you?"
Establish sales KPIs, monitor framing usage, and analyze metrics such as conversions and customer feedback. Adjust strategies based on results to continuously improve sales performance. Establece KPIs de ventas, monitorea el uso del encuadre y analiza métricas como conversiones y retroalimentación del cliente. Ajusta estrategias según resultados para mejorar continuamente el rendimiento de ventas.
It is important to incorporate a follow-up process after a set amount of time to gather feedback on any new ideas or tools provided to your team. This will help your team to improve upon the ideas and take ownership of them. Encourage your team to debrief and collaborate to enhance the effectiveness of the new ideas.
Reviewing online meetings is a very good way to coach your teams. It can be tedious , but if done in very specific situations I seen it work very well . Removes subjectivity on the report back , and allows you to. help your team, while also helping real life customers. Imagine a difficult customer situation has come to your attention and you can study what happen that may have created the issue. Then circle back with your team and make it a positive opportunity to teach . It will probably be the best way to invest time in building your team confidence , while helping customers .
Furthermore , what is not measure is not improved . Make sure you have a good love metric in place , together with tools to monitor how team is approaching real life situations so that the loop can be closed and feedback can improve future results. Then show everyone in a very transparent way what is being measure and make sure teams understand how success feels like
Sales Enablement | Program Management | UTK Women in Leadership Program Advisor
The best sales people I know do their homework before every sales call. This could be as basic as doing research on their company, key players, company news/events. The point is to have something to show the client that you cared enough to research them and have a basic understanding of their company and industry. It can set you apart from the many others who do no homework and expect the sale!
Come to the meetings prepared. Sales people may miss on framing your product right and there are multiple techniques to provide them with useful tools to well position the product. They also spend a great deal of time talking to clients about the product hence they may have fabricated their own vision of how the product is actually positioned. The real change initiates when their perception of the positioning is hacked, questioned and analyzed. You often need to unbuild to build again, together and better.
Use these phrases often in business conversations, "I'm curious.....", "Just to be clear", "What do you understand....." Build more trust and influence with your buyer by leading with curiosity and empathy. The more you validate that you're on the same page, the deeper a partnership will be built.
Encourage Dynamic Adaptation of Framing in Real-Time Teach your sales team the importance of dynamic adaptation when using framing. In a rapidly changing sales conversation, the ability to adjust framing techniques on the fly is crucial. Empower your team to assess the evolving needs and reactions of prospects during a conversation and tweak their framing accordingly. This agility not only demonstrates a deep understanding of the customer's perspective but also increases the likelihood of successfully positioning the product or service in a way that aligns with the prospect's current mindset and priorities.
Consider the following: - Set clear and measurable objectives. - Monitor the effective use of framing techniques. - Analyze relevant metrics, such as conversion rates. - Obtain customer feedback to assess perception. - Adjust strategies based on results for continuous improvement. Considera lo siguiente: - Establecer objetivos claros y medibles. - Monitorear el uso efectivo de técnicas de encuadre. - Analizar métricas relevantes, como tasas de conversión. - Obtener retroalimentación del cliente para evaluar la percepción. - Ajustar estrategias según los resultados para mejorar continuamente.