The Sales Archive real techniques, real sources
Entry 028 of 93Sourced

Framing

The same fact persuades differently depending on how it is framed: 90 percent success beats 10 percent failure.

How it sounds

  1. You Nine out of ten customers renew with us.
  2. Buyer They hear steady and low-risk, not almost one in ten leaving.
  3. Result The same fact lands as reassurance instead of a red flag.

The rest of this entry is in the full archive

  • The gain-frame vs loss-frame choice, and when each wins
  • Reframing price as a rate, a comparison, or a daily cost
  • Where framing crosses the line from clarity into spin
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More in Persuasion principles

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  1. Put a defensible number on the table first.
  2. (negotiates relative to that number, even if it was arbitrary)
  3. Frame the option you want against a higher reference point
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Persuasion principlesSourced

Anchoring

Amos Tversky and Daniel Kahneman, Science (1974)
  1. How do we know this will actually work for us?
  2. Across the last dozen firms we did this for, the bottleneck was almost always X.
  3. They relax, hearing guidance instead of a pitch.
Persuasion principlesSourced

Authority

Robert Cialdini, Influence (1984)
  1. Make the request, then add "but you're free to say no."
  2. (feels their autonomy respected, and agrees more often, not less)
  3. Compliance goes up compared to the same ask without the line
Persuasion principlesSourced

But You Are Free

Nicolas Guéguen and Alexandre Pascual, Current Research in Social Psychology (2000)