Matt Ryder explains that a frame isn't just a control tactic but the foundational premises that define an argument's scope. By establishing what terms mean and what rules apply, a salesperson can guide a prospect through a predetermined logical pathway without relying on expensive coaching scripts.
So a frame is not really what people say it is, especially when it comes to sales coaching. They just kind of use it as these ways to like establish control. And I suppose like the outcome of it is that you do establish control. But I think it's important to understand what is actually being said there instead of like what's being taught. Because again, if you understand these rules and you understand how these things work, then you can come up with your own word tracks. You don't need someone to sort of— you don't need to pay someone $10,000 to figure out yourself. So first of all, you have to understand logic. Okay. So logic is how sound is the reasoning. Okay. And then frame is like the reasoning that the argument is built on. Okay. So like, that's like, it's the foundations of the argument. Okay. So how does this relate in sales? It's like you're, when you're setting a frame, you're asking people to play by a very particular set of rules. And the moment that you buy into that set of rules, you're now, you're now bound by them. Okay. And what that means is that you can take people down logical frameworks, right? And you can set multiple frames and you can then set multiple presuppositions that allow you to control the outcome of the argument quite easily. Right? So it's like the example that I've given before is like, I want to grow the business. Let's define growth. Okay, so first of all, we have to set a frame of what growth is or set a presupposition. And then it's like, okay, cool. Then from there, we can start having a conversation. We've narrowed the parameters of that conversation by deciding what growth is and defining the term. Then from there, it's like, okay, you must do these things in order to grow because you have to invest resources. Even growing a plant, you have sunlight, nutrient, water, right? Resources. Then from there, you can start to take them down a series of pathways. But understand these terms and what's actually being said, and understand the underlying principles. And you don't need people to kind of make word tracks for you, because when you really start, uh, learning what's actually happening and why things work, then you can start doing all this stuff on your own.
