Three-Step Guide for Marketers

After selling to 1000+ clients in 50+ industries in 10+ countries, I learned three common traits as to why people buy.

No matter what country, language or gender, we human beings have inherently more or less the same way of thinking pattern. I remember the first time in Trump's first term when Facebook was accused of sporting Tump through its social media platform and its campaign. Rumours have it that social scientists divided all Americans into seven personality types [The Planner, The Explorer, The Sage, The Hero, The Collaborator, The Innovator, and The Outlaw], and as per their social media accounts, they easily figured out which individual belongs to which personality type and matched that individual to a particular ad / feed to change his/her mind for Trump.

This was one of the greatest social experiments in human history ( and, therefore, the most controversial election). But how this is connected to sales, you may wonder.. and you are right to think the same as well. Like the facebook experiment, whether it was true or not, human behaviour can be judged, emotion can be generated and well... decisions can be changed in favour or against.

With years of meeting with different buyers of all kinds smart, nice, highly educated or dropouts, male or female, Indian or American, there are some common flaws ( if you call it so, yet I prefer to call it natural human beings) in everyone and those are readily available to exploit by a few advance marketers, and I admit to being among one lately.

Is it good or bad?

Well, I belive it's a matter of being ahead or behind. When your prospects are smart and knowledgeable or marketers themselves they figure out and match the game, and if they are not, then... well, they are sold to

Frames

We call it frames. Frames are the most powerful communication technique available for a few knowledgable marketers. Oren Claff wrote a wonderful book, "Pitch Anything ", on this, talking about a few frames. However, knowing frames is not everything. It's just information and worth nothing without implementation, and that is why only a few practitioners are ahead in their games, like Oren himself, who is a master of frames and uses them all in his business and gets an advantage against those who do not know of these frames.

As I mentioned, it's not bad or good it's just a matter of taking advantage of something you know and others don't and using it in your favour. Although, like all superpowers, it comes with great responsibility ( Even though we are not Spiderman or women ), we still need to be mindful while using these techniques.

'My number one rule is not to sell anyone who doesn't need it'... then, how I use these frames, well, I use them to help my clients to make up their minds. This saves a lot of time and energy. They decide fast, use it well and get the benefit, which otherwise would have taken them into state of indecisiveness and ghosting ( All marketers can relate to this well)

So much about frames and their utility, but the purpose of this article is to sell smarter and not harder, and the content that follows in upcoming paras constitutes the same. However, just for the sake of clarity, the scope of this writeup is only limited to frame-based presentations for beginners or marketers who are willing to follow a winning formula step by step rather than reading 1o books, watching youtube videos, seeing Harmozi performing or practising 10000 hours for becoming master or art.

It's like following the recipe ( and being called a great chef in the process)

So, without further ado, let me introduce you to the Golden Frame.

Golden Frame: A Step-by-Step Guide for winning more deals by average Marketers.

The golden frame is known for 3X more conversion than ordinary pitch, based on human psychology, and it connects your buyers from the beginning of the presentation.

And in case you wonder how it works, then it Ease out the buyer’s cognitive load and places the right information in the right order.

A standard sales meeting or presentation leaves the buyer's mind threatened to do so much cognitive work, and they shy away from decision-making, which is not good for marketers.

Communication with frames is designed to save your customer’s cognitive load and engage them in a journey where they feel connected, safe and guided with a dopamine kick.

Let's start with making a Golden Frame Presentation. First and foremost, you need to structure your presentation. Structuring right is the number one thing in making a Golden Frame presentation, as this decides how the information should be presented to buyers.

Neutralise buyer’s defence

Remove Your target customer’s earlier biases & apprehensions to make them feel safe while making a buying decision. The best way of figuring out possible doubts is hidden in past meetings/presentations. You just check out with your senior or dig your meetings and jot down a kind of FAQ. For example, if you believe that most of your customers will raise High Prices as an objection, then in your initial part of the presentation, answer this by sandwiching within the presentation without even making them realise that it silently answers the buyer's question while he is still grabbing information and not asking question actively.

Example: We are around 15% costlier than our nearest competitors, but our customer who used our competitor's product in the past told us that 15% is a lower price, in the long run, is very costly as upfront prices are cheaper, but the renewal of the same service is 30% costlier which in our case is fixed in every renewal.

Trigger Emotions

Any experienced market will swear by this. The prime reason for buying a product is not necessarily its value, quality, or beauty but emotion. Why do you think so many people want to buy a BMW, Ferrari, or Lamborghini? Let's face it: these are usually used to flaunt and are bought with emotional need and not necessarily due to these cars' features or quality. Emotion is the single largest factor when making any purchase. Golden Frame uses emotional factors as pitching. Again, while writing content or designing a presentation, your content writer should know how to bring that arousal of buying before hard-pushing clients at the end of a presentation or meeting.

Example: Just by mentioning in your pitch, "..so far, only seven people were able to acquire this in the US, and it's not available in public yet. " ( Boosting ego)

or

Only three companies in your industry have used them so far and are getting the benefits ( Challenging & envoy )

Satisfy Neo Cortex with logic: And if you think only emotion is enough to sell, then my dear friend, it is not true. You still need one more, and that is Logical reason. Why Logical reason? Well, your buyer still wants to be known for his wisdom and decision-making ( rather than emotional/irrational), so he needs a major reason to prove his purchase. It is your job as a marketer to give them a good reason (remember, in the first para, I mentioned you need to ease the cognitive load of your customer). You cook the entire meal and make it easy for them to enjoy their food. Remember, their buying should look good on them. ( Want to challenge me for this? Check out in your own home how many things you bought out of emotion, telling your wife or husband about how important that thing was for you and then today it is sitting in your garage or cupboard or down waiting for the sunlight, and you wonder why the hell I bought that thing? ) Well, don't worry, that happens even with those smart marketers and a marketer who is writing this article. We are all guilty of this and yet as I mentioned earlier I would call this as 'Being Human'

There is a wonderful book ( Liberating Entrepreneurs ) on business development written by Harish K Saini, where he wrote a few chapters on these buying behaviours, and if you want to master then I suggest reading 'Pitch Anything' along with it.