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Every time an important election season rolls around we read how the candidates try to “frame the debate” to their advantage.

What they are attempting to do is get voters to look at issues in ways that benefit their candidacies and increase the number of votes they’ll get on Election Day.

They know something that’s very important: When you can control how people view a situation, you can more easily lead them to make the decision you want them to make. Read that last sentence again. It’s very simple but very important.

Accentuate the Positives

In sales you want to “frame” your time with a customer in a positive way that gives you the greatest opportunity to communicate the value, benefits, and advantages of your product or service and close the sale when appropriate.

Failing to recognize that every contact you have with customers occurs within a frame may be one of the biggest problems salespeople face. When recognizing, understanding, and being able to shift the frame becomes natural, that’s when you begin to realize your potential as a salesperson.

For the sake of clarity, let’s start with an extreme example. A difficult customer comes to you demanding to know your absolute lowest price. This person declares that he doesn’t want to hear any of your “sales spiel.”

Be a Frame Shifter

The challenge here is to shift the frame from a discussion that focuses only on price to one that focuses on the value of your product or service. There are a couple of approaches you can take here.

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About Megan Totka

Megan Totka is the Chief Editor for, which helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. She specializes on the topic of small business tips and resources and business news. Megan has several years of experience on the topics of small business marketing, copywriting, SEO, online conversions, and social media. Megan spends much of her time establishing new relationships for, publishing weekly newsletters educating small business on the importance of web presence, and also contributes to a number of publications on the web. Megan can be reached at Follow her on Twitter @ChamberOnline or @MeganTotka.

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