Reframing Objections

the next step of the selling process is re framing the objections as needs.

By this time, you have heard the customer's objections to your proposal. Most--but not all --objections that you will hear from clients are really disguised, unfulfilled needs. So the next step of the selling process is re framing the objections as needs.

Re framing is not restricted to selling situations. A multi billion dollar company was in the process of selecting a new CEO: during the interviews, one of the leading candidates was challenged by the chairman. The candidate had a reputation for risk taking, and the chairman expressed his worries about his judgment in financial decisions. The candidate's re frame went something like this: "My impression is that you're concerned about my reputation for trying new things and need to feel comfortable that when it comes to financial decisions I will demonstrate the fiduciary responsibility that the job demands. Is that correct?" He gave a great response and two days later he got the job.

ACTION POINT: Re framing is the art of turning a negative into a positive, changing the apparently unresolvable into the possible.