How can you use framing and reframing to emphasize product benefits in a sales pitch?

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Framing and reframing are powerful techniques for public speaking, especially in sales pitches. They help you shape how your audience perceives your product, its features, and its value. In this article, you will learn what framing and reframing are, how they work, and how to use them effectively to emphasize product benefits in a sales pitch.

本文章的要点总结

Match benefits to needs:

Tailor your pitch by aligning product benefits with specific audience needs and goals. This creates a connection, making the offering more compelling and relevant to potential customers.
Address objections directly:

Use reframing in your sales pitch to proactively tackle any potential concerns or objections, showing that your product is not only desirable but also a thoughtful solution.

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Abhishek Gulati

EdTech Consultant|Growth Strategist|…

1 What is framing and reframing?

Framing is the way you present information, facts, or arguments to influence how your audience interprets them. Reframing is the process of changing or adjusting the frame to create a different or more favorable impression. For example, you can frame your product as a solution to a problem, an opportunity to achieve a goal, or a way to avoid a loss. You can also reframe your product by comparing it to alternatives, highlighting its advantages, or addressing objections.

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Abhishek Gulati

EdTech Consultant|Growth Strategist| Career Coach| Study Abroad Consultant | Talent Development Adviser
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Framing is about how information is initially presented to influence perception, while reframing involves adjusting that presentation to provide a different perspective or alter the meaning of the information. Both concepts are widely used in communication, marketing, and various fields to shape public opinion and influence decision-making.

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nguyen duc tri

head at university of economics of hcmc
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Put it in another way, as a salesperson, it's important to understand how our product is relevant to the target customers. By demonstrating what the product means to them, we provide a solid rationale for encouraging the customers to take action.

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2 Why are framing and reframing important?

Framing and reframing are important because they affect how your audience feels and thinks about your product. They can help you create interest, curiosity, desire, urgency, and trust. They can also help you overcome resistance, skepticism, or indifference. By framing and reframing your product in a positive, relevant, and compelling way, you can increase your chances of persuading your audience to buy it.

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3 How to frame your product benefits

To frame your product benefits effectively, you must have a thorough understanding of your audience, their needs, their pain points, and their motivations. Additionally, you need to be familiar with your product's features, benefits, and unique selling proposition. Once you have this knowledge, you can match the product benefits to the audience's needs and goals. There are various types of frames that can be used to appeal to different aspects of people's psychology. For instance, the problem-solution frame presents the product as a way to solve a specific issue the audience has or wants to avoid. The goal-achievement frame presents the product as a way to reach a desired goal. The loss-avoidance frame promotes the product as a means of preventing or minimizing a potential loss. And finally, the gain-maximization frame emphasizes how the product can obtain or increase a potential gain that the audience desires or wants to maximize.

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4 How to reframe your product benefits

In order to reframe your product benefits effectively, you must understand the objections, concerns, or questions that your audience may have about it. You should also be prepared to adjust to their feedback and reactions. To do this, you can use various techniques such as contrast (comparing your product to other options and highlighting its superiority), relevance (linking your product to the current situation, needs, or interests of your audience), story (telling a narrative, anecdote, or testimonial to show how it has helped someone else or how it can help them), question (asking a rhetorical, provocative, or open-ended question to engage or invite them to think differently about it), and refute (addressing the objections, concerns, or questions they may have about it and providing evidence and arguments).

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5 How to practice framing and reframing

To practice framing and reframing, you need to prepare, practice, and evaluate your sales pitch. To improve your skills, start by researching your audience and product to identify the most relevant frames and reframes for your product benefits. Then write down your main points, examples, and transitions in a logical order. Rehearse your sales pitch out loud in front of a mirror or with a friend or colleague and pay attention to your voice, tone, pace, and body language. Record yourself and listen to your pitch to identify the strengths and weaknesses of your framing and reframing. Ask for feedback from others or from yourself to evaluate how effective your framing and reframing were. Did you capture their attention, interest, emotion? Did you address their needs? Did you persuade them to buy? Consider what you can improve or change for the next sales pitch. Ultimately, mastering framing and reframing can help you communicate product benefits in a way that resonates with the audience and motivates them to take action - thereby boosting your sales performance.

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BillieJean R.

Executive Coach I Professional Development I Culture Improvement Specialist I Speaker
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To make framing and reframing more natural, you can incorporate interactive activities and games into your meetings or training sessions. For example, you can organize role-playing where team members take turns framing and reframing different scenarios. This allows them to practice their skills in a lighthearted and supportive environment. Another idea is to create a "Reframe Challenge" where team members compete to come up with the most creative and effective reframes for common objections or challenges. Recognize and reward innovative ideas to encourage participation and engagement. By infusing a sense of playfulness and friendly competition, you can make framing and reframing an enjoyable and energizing part of the sales process.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use framing and reframing to emphasize product benefits in a sales pitch?

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6

1 What is framing and reframing?

2 Why are framing and reframing important?

3 How to frame your product benefits

4 How to reframe your product benefits

5 How to practice framing and reframing

6 Here’s what else to consider

Public Speaking

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How can you use framing and reframing to emphasize product benefits in a sales pitch?

1

2

3

4

5

6

1 What is framing and reframing?

2 Why are framing and reframing important?

3 How to frame your product benefits

4 How to reframe your product benefits

5 How to practice framing and reframing

6 Here’s what else to consider

Public Speaking

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