Reframing

Reframing (from “frame”) is a technique that allows you to change your point of view and, as a result, your perception of an event or object. Reframing is useful not only as an effective tool for responding to doubts and objections, but also as a successful method for preventing them in the first place. Try to come up with as many reframing options as possible.

There are several ways to use reframing:

• Contextual reframing
• Showing the other side
• Reframing with “But”
• Reframing with connotations
• Using alternative questions

Contextual Reframing

This method is based on comparing one object to another, which changes how it is perceived. Many experiments have been conducted on how people perceive the size of objects. For example, if you take two groups of people and show them two identical geometric shapes, but in the first room, you place a much larger shape next to the original, while the second group only sees the original shape, most people in the first group will perceive the original as smaller compared to those in the second group.

Contextual reframing can be used in the following situations:

• Comparing your product to a more expensive or similarly priced competitor. Any other comparison (quality, service, etc.) is also appropriate.
• Initially offering tougher conditions or higher prices, so you can later offer a lower price or better terms, creating a positive perception compared to the original offer.
• The “flaw method”: Presenting a minor, insignificant characteristic of a product or service, then highlighting a major advantage, making the advantage seem even more significant.
• When demonstrating a product, placing it next to a lower-quality item to make your product stand out.

Showing the Other Side

Most of us think in stereotypes. This is easy to test: ask someone to quickly answer a series of questions like “famous poet,” “fruit,” or “part of the face,” and most will say “Pushkin,” “apple,” “nose.” Business is also full of common stereotypes, which can be broken using reframing.

Here are some typical customer objections and how to reframe them:

• High price — A prestigious price that confirms the product’s quality
• No discounts — Prices are already lower than competitors
• Product is cheap and not prestigious — This product will help you attract customers without extra effort

Reframing with “But”

This is the simplest reframing method from a technical standpoint. Its main principle is to compensate a drawback with an advantage. The standard formula is “Expensive, but high quality.”

Examples of reframing with “but”:

• The cell phone is large, but it has a big display and convenient buttons
• No extra accessories included, but you buy only what you need
• The monitor is small, but it saves space and has higher image clarity
• This product isn’t heavily advertised, but you don’t overpay for marketing
• The technology is complex, but it offers many features

Reframing with Connotations

Every phenomenon or object, when described with different words, can have a different emotional tone. For example, “our intelligence officer” is seen positively, while “their spy” is negative, even though both mean the same thing. So, the same meaning can be expressed in different ways. Choose the wording that benefits you most.

Using Alternative Questions

To illustrate this method, remember the classic line from the movie “The Foundling”: “Girl, do you want to come with us to the country house OR have your head torn off here?” In other words, the trip to the country house might not be that appealing on its own, but compared to having your head torn off, it looks much better.

This technique is also used in customer interactions. You ask alternative questions using the contrast effect. This approach helps highlight what the customer should focus on first.

Examples of alternative questions:

• Would you rather overpay for advertising or pay the real price? (Helps convince the buyer to choose a product that isn’t heavily advertised)
• Would you like to achieve real savings or just the appearance of it? (Encourages thinking about real benefits versus marketing tricks)
• Would you prefer your purchase to stay relevant (trendy, prestigious) for a long time, or have to spend money again soon on a new product? (Suggests it’s better to buy a more expensive item now than to make another purchase soon)
• Is price your only concern, or do you also care about your customers’ satisfaction? (Encourages considering not just price, but also product quality)