When a customer identifies and buys a product or service with little or no input and/or influence from others, we call that transactional selling. Online shopping is an excellent example of transactional selling – customers identify a need, do the research, buy and arrange delivery. Relationship selling is a more complicated and productive strategy which is based on two-way communication with the objective of a win/win outcome.
The term relationship selling is a common expression today. It doesn’t mean that you are friends with your prospect, but it requires you to understand their needs and desires deeply. If you appreciate the uniqueness of your client and recognize what makes them tick, you can better present ideas. Reframing sales conversations to understand your clients better is essential in relationship selling.
Two common sales terms are paraphrasing and reframing. Restating someone’s words differently is a form of paraphrasing. Someone saying, for instance, that: “I don’t like the décor in my office” might be paraphrased as “It sounds like you’re ready for a change to your office décor.” It’s an effective way to clarify content and convey that you understand the person.
Reframing Sales Conversations
When you reframe, you present ideas differently. In sales, you might experience a client who details a laundry list of objections: “I would never deal with your company again because your delivery takes too long; I don’t like your refund policy; you don’t know how to treat customers properly; and your prices are too high!”
Reframing this rant can clarify what’s on their mind: “Sounds like you want to deal with a supplier who understands your circumstances and responds to your needs in a timely manner. Is that how you are feeling?”
When you Reframe
How does reframing benefit the sales process? In this example reframing:
- Provides a turnaround from negative to positive context.
- Affords your prospect the opportunity to agree with you.
- Builds trust because you made a credible statement.
- Enables you to ask questions, develop the relationship and move forward in the sales process.
Listening empathically – with the intent to understand – is a precursor to reframing. It means listening with your ears, your eyes, and your heart.
Reframing is a catalyst to improved communication. With the ability to reframe effectively, you’ll achieve better business and personal relationships as well as improved results.
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