You need to begin the negotiation in a way that grabs the attention of the buying team and demonstrates your understanding of what is important to them. A well-prepared Frame enables the salesperson to effectively shift the perspective of the negotiation to what is really important going forward.
Shift perspective to what is important
Focus on outcomes, value, and ROI to the customer
Paint a verbal picture – why it matters to the customer
When executing a Frame, and revisiting it throughout the negotiation dialogue, remember that others will only be as interested and confident in what you say, as you appear to be. So, while your words are important, how you convey those words is critical. We will cover this further in the next module.