CHAPTER 63
The Art of Framing
When the only options you have are less than what the customer wants, one of the most powerful approaches you can take is to frame the issue in a way that makes the solution most acceptable to the customer. Framing is a technique from psychology that involves presenting information in a positive (or negative) context in order to alter the impact it has on an individual or group; it’s the careful use of words that makes people more likely to be receptive to a particular message.
To understand the concept of framing, let’s look at a few quick examples in and out of a business setting:
• What would make you feel happier: if your best friend got a better job than you or if your best friend finally achieved her lifelong ...
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