From: alexhormozi
Asking questions is a powerful sales skill that differentiates top performers from the rest [00:00:04]. The person asking the questions is the one in control of the conversation [00:01:27]. When a prospect starts asking questions, the salesperson is put on the defensive, which is not the desired position [00:01:38]. The goal is to always maintain control by asking questions [00:06:45].
Reframing: A Core Sales Skill
Reframing is the skill of using one to three sentences after a prospect says anything but “yes” to increase the likelihood that the next thing you say will lead them to buy [00:00:17]. It’s about asking a question about their question rather than directly answering it [00:00:49]. This technique has been successfully used for sales ranging from $100 to over a million dollars [00:01:43].
Example of Reframing a Question If a prospect asks, “How many certifications do your trainers have?” [00:00:30], this can be a trap question because any numerical answer allows the prospect to be the judge [00:00:35]. Instead, a reframe might be, “Well, which certifications are you looking for specifically?” [00:00:52].
Similarly, if a prospect asks about the number of email support questions, and any given number might be deemed “not enough” or “too many,” leading to a “no” [00:00:57]. A reframe could be, “Why do you want to ask additional questions? How many questions do you want to ask? Is there a purpose that you’re trying to solve with this? What are you most afraid of?” [00:01:10]. These questions reframe the conversation without directly answering the initial query [00:01:20].
Reframing is crucial because it allows the salesperson to ask for the sale multiple times without decreasing rapport with the customer [00:02:59].
The 3A Framework for Reframing
This framework helps in handling objections and advancing the sale [00:01:10].
1. Acknowledge
This step builds rapport by restating what the prospect said [00:03:23]. It makes the prospect feel heard and actively listened to [00:03:35], and also buys the salesperson time to think [00:03:40].
Example: Prospect: “What kind of certifications do your trainers have?” [00:04:56] Salesperson: “So you’re curious about what our certifications are.” [00:05:00]
2. Associate
This is a key part of the framework where the salesperson associates the prospect’s question with the type of behavior someone who gets the best results from the product or service would ask [00:03:56]. It reframes a potential objection into a positive sign of qualification [00:04:14].
Example: Salesperson: “It’s a great question, it actually shows that you’re a really rational person and you’re making a serious decision here, which is amazing.” [00:05:05]
3. Ask
After acknowledging and associating, the salesperson asks their next question to guide the conversation forward [00:04:27]. This question should attack the frame of the prospect’s initial question [00:05:22].
Example: Salesperson: “Which certification are you looking for specifically?” [00:05:26] If the prospect names a specific certification, and you don’t have it, you can follow up with: “Why those certifications specifically?” [00:05:48] This allows you to explain your alternative certifications without directly failing or losing the sale [00:06:00].
Rules for Using Questions Ethically and Effectively
Rule 1: Always Be the One Asking Questions
The prospect believes almost nothing you say, but almost everything they say [00:06:56]. The goal is to ask questions so they conclude they are a good fit, rather than you telling them [00:07:02]. Avoid asking “Do you have any questions?” as it invites objections and relinquishes control [00:07:42]. When answering questions, prospects become the judge of your answers [00:07:56].
You can redirect direct questions by using analogies:
- Secretary/Surgeon Analogy: “It would be like you asking the secretary about how your heart surgery is going to be with the surgeon; you’re going to want to talk to the surgeon.” [00:08:21]
- Mechanic Analogy: “You’re asking me what’s wrong with your car and it would be unethical for me to answer it without looking under the hood first.” [00:08:28]
- Emphasize that anyone giving an answer without an assessment is just trying to sell them [00:08:50]. This provides the ethical high ground [00:08:57].
Rule 2: Never Disagree with a Question
No one can disagree with a question [00:09:04]. The mindset should be “be like smoke” – always shifting by asking more questions to avoid being caught [00:09:06]. You never win a sale by winning an argument, as both parties lose rapport [00:09:47]. The objective is to get them to change their minds in an agreeable way, which is done by asking questions [00:09:58].
If a prospect says, “I need to think about it,” examples of questions include:
- “What are the main things you’re considering?” [00:10:42]
- “What are the variables that you’re considering in your decision?” [00:10:43]
- “What’s your main concern?” [00:10:45]
- “What are you most afraid of having happen?” [00:10:46]
- “What would make this a no?” [00:10:51]
- “What would it take for you to say yes?” [00:10:53]
When addressing “I don’t have time” [00:11:00]:
- Acknowledge: “Totally understand, timing is kind of tough for you right now.” [00:11:04]
- Associate: “I think it’s smart that you’re already thinking about implementation. Our biggest success stories are actually people who think about the process the same way you are right now.” [00:11:07]
- Ask: “So what would make it a good time?” [00:11:15]
When addressing “I need to talk to my spouse” [00:11:35]:
- Acknowledge: “Totally understand, I think it’s really sensible that you’d want to talk to your spouse and super fair.” [00:11:36]
- Ask: “Just so I understand, out of curiosity, what parts do you think they wouldn’t like? What parts do you think they would disagree with?” [00:11:42]
By continually asking questions about their questions, you stay in the sale and can continue to ask for the close [00:12:25].
Rule 3: Tell Them What Their Question Means (Associate)
This rule elaborates on the “associate” step of the 3A framework [00:13:36]. Salespeople should never be caught off guard by questions or statements, as they have had many more conversations than the prospect [00:13:54]. Prospects often throw up “smoke screens” to get out of the sale [00:14:10].
The premise for effective sales is to “state the facts and tell the truth” [00:14:32]. If a prospect is qualified and the product will help them, there is an ethical obligation to guide them towards a good decision [00:14:37]. Resistance is a normal part of the sales process; the best salespeople are comfortable with conflict and can deescalate situations [00:14:50].
Sales is a dance, not a fight; seduction, not force [00:15:07]. Prospects like you when you ask questions about them and compliment them [00:15:15]: “That’s a really smart question,” or “That makes you just like the people who have the best success stories” [00:15:21]. This approach validates the prospect, making them feel listened to, intelligent, and rational [00:19:02].
Rule 4: Use Straw Men for Tough Truths
When a prospect has flawed beliefs or makes ridiculous statements, a salesperson might need to deliver a “harsh truth” [00:15:33]. Straw men (or “foils”) are caricatures of someone just like the prospect, allowing the salesperson to have a tough conversation without directly insulting the prospect [00:16:25].
Three ways to use straw men in the “associate” step:
- Reference a Past Conversation: “It’s so funny you ask that because I had someone just earlier today who asked the same questions. Can I share with you what I just shared with them?” [00:16:51] This allows you to be “brutal” to the other person, not the prospect [00:17:01].
- Reference a Successful Past Customer: “Totally understand, you know what, that actually makes you just like Sarah, who had a similar Plumbing business and actually crushed it with our marketing agency.” [00:17:19] This associates the prospect with success [00:17:28].
- Appeal to Authority: If the CEO or an expert is well-regarded, you can say: “It’s so funny that you ask that, Alex just told me this thing earlier today. Can I share it with you?” [00:18:41] You become the messenger, not the one delivering the difficult message [00:18:49].
This triple reframing technique allows salespeople to deliver hard truths and close the deal without making the prospect feel attacked [00:19:57].
Rule 5: Retain Childlike Curiosity at All Times
A helpful physical technique is to occasionally say “huh” with a curious tone [00:20:47]. This buys time and signals a desire to understand [00:20:50]. The goal is to seek to understand, not to win [00:21:03].
A core belief for a salesperson should be: “Keep the human number one” [00:21:14]. If you genuinely believe your product will help a qualified prospect, you must understand their concerns to help them overcome them, because you know it’s the right decision for them [00:21:23].
Think of it like going back in time to convince your past self to buy a stock you know will skyrocket [00:21:40]. You would have empathy, understand their concerns, and guide them with questions like:
- “What are your main concerns?” [00:22:20]
- “What are you most afraid of?” [00:22:22]
- “What would it take for you to say yes?” [00:22:23]
Sales are not closed by being right, but by making the prospect right [00:22:33]. The aim is for the prospect to feel good about the logical decision they are making [00:22:53]. The salesperson should act as a guide, providing context and information [00:23:01].
By associating positive labels with a prospect’s questions or initial statements (e.g., “you seem like a really honest person,” “that’s a really smart decision,” “you must be a good family man”) [00:23:25], the salesperson gives the prospect a label to live up to. This allows them to tie those initial positive traits to why the prospect should buy later in the close [00:23:55].
A universal response for many situations, especially when further along in the sale, is: “What are you afraid of having happen?” [00:24:24] If it’s a first objection, “What’s your main concern?” or “What are the variables you’re using to make the decision?” helps triage [00:24:28]. If a prospect says, “I just need more time,” a follow-up is, “Totally understand, what would make it a no?” [00:24:42]
Asking questions keeps the salesperson in control and facilitates the prospect’s journey to a good decision, provided rapport has been established and maintained throughout the sale [00:24:49].