Frame Control
What is Frame?
It’s what you package your power, authority, strength, knowledge, and status. It’s like a powerful energy field that surrounds each of us.
It’s where you hold your perspectives and points of view.
It protects us from the sudden intrusion of ideas and perspectives that are not our own.
The Stronger Frame
Every social interaction is a collision of frames. And the stronger frame always wins.
When our frame is overwhelmed, it collapses. We then become subject to another person’s ideas, desires, and commands. People can impose their will on us. The collision of frames reminds me of an old adage in sales, “you are either selling or you are being sold”.
If you have to explain your authority, power, position, and/or leverage then you do not hold the stronger frame.
Rational appeals to higher order and logical thinking never win frame collisions or gain frame control. Strong frames are impervious to rational arguments. Weak arguments, made up of logical discussions and facts, just bounce off strong frames.
Being successful in sales depends on your ability to hold a strong frame. You need to be unshakeable.
If you hold a stronger frame than your prospect, then they will be much more likely to accept and follow your ideas are accepted. But if you have a weak frame, you will be at the mercy of your prospect.
How Important is Frame Control?
When you own the frame, you control the agenda, and you determine the rules under which the game is played.
Pitch Anything says it’s everything…
“Understanding how to harness and apply the power of frames is the most important thing you will ever learn.”
“Sales techniques were created for people who have already lost the frame collision and are struggling to do business from a subordinated or low-status position.”
Control Your Frame with Internal & External Confidence
Don Draper
Reflection Questions
Which situations do you control frame? When do you lose it?
Think about frame control as being a collision of frames. You’re meeting with a prospect or customer.
a) Picture them interacting with someone that they respect, seek guidance from, and trust.
How does that person look?
What is their body language?
What is their background and setting?
Their tone and pacing?
Their talk ratio?
What else do they do?
What do they not do?
What sales techniques can you leverage for frame control?
Additional Resources
Readings:
Pitch Anything- Chapter #2: “Frame Control”