Original subtitles

someone asked a question about asserting

dominance how do you do that in like a

sales situation for example or like any

social situation the best way or the

best

phrasing that I've heard about this is

frame control

so don't look at it as asserting

dominance because before you know it

you're you know you're pissing in

corners and trying to

eat raw liver do a search or dominance

over other human beings but let's talk

about frame control I'm going to do a

more in-depth video about this at some

point in the future but for now this is

going to be very helpful for any of you

that want to be better at convincing

people about anything

so whenever two people talk

there is a degree of frame control going

on

and oftentimes frames Clash so I come in

with my frame you come in with your

frame

and an epic battle ensues and one of us

is going to win

and if you want to get good at selling

you want to get good at convincing

people you have to make sure that your

frame wins

now this is not a one size fits all and

we have plenty of frames to choose from

that's why I said I'm going to do a more

in-depth video but for now let's talk

about one of the most useful ones that I

want you to use and sales calls and

that's going to be the expert frame

now

imagine you go to a doctor

you whatever there's something wrong

with you and you go to the doctor what's

the first thing that happens you come in

you have to go to the lady at the desk

and say that you're there because the

doctor isn't sitting there right he's

the expert he's not going to be sitting

at the desk that's that's an underling

that's sitting there

because it's so important that someone

else takes care of his schedule which is

expert framing for you right there

and what happens next is that you get

that annoying clipboard where you have

to fill out the same questions you

filled out 50 times before like are you

and heroin like do you have AIDS all of

that stuff you fill out no do all of

that hopefully

and you hand in your little clipboard to

the lady and she nods and you just wait

for the expert

and then finally the Call Comes and you

can come in

and he shakes your hand

sit down

and he basically says okay start talking

and he starts asking questions because

that is what an expert does he asks

questions to diagnose the issue

this is the same thing you should be

doing in sales calls like it shouldn't

be coming in

pitching your like a doctor doesn't

you don't sit down and then the doctor

says hey bro have I got some pills for

you man they will take you places

he doesn't start out that way at least I

hope he doesn't otherwise I would change

your doctor sounds like a fun guy though

anyway

he says basically

tell me about what ails you and then he

asks more questions and still more

questions he zooms into the issue

and when he has enough information

he prescribes a solution

and what happens is that you take the

solution because he's the expert he

actually knows what he's doing

now we can talk about doctors and you

know their knowledge in general

especially family doctors

uh having you know needing a skill set

so broad that it's almost impossible to

always get the right solution but that

doesn't really matter what matters in

sales is that you're supposed to be the

expert you're supposed to be the one

that asks the questions

and then you zoom in to ask more

questions and then when you have enough

information you get to prescribe the

solution I said okay based on what you

told me

the most logical thing to do right now

or the next step or what we have to do

right now is XYZ

and XYZ is obviously going to be your

product or service

and again obviously it needs to be needs

to fit right like if you can be selling

shoes to people with no legs that's not

good but assuming it fits and assuming

based on the questions you've asked in

that the product is a good fit you

basically say well what we need to do

right now is we're going to start doing

a discovery project

I'm gonna do XYZ for you it's going to

take I don't know four weeks one week a

day I don't care

and um we're going to get started doing

that

and that's going to be five hundred

dollars fifty dollars five thousand

dollars a million I don't know whatever

you know whatever you're selling doesn't

really matter what matters is the way

you set this up and the way you approach

this from an expert frame point of view

and uh oh one one last thing because

every once in a while people challenge

the expert frame they want to know if

you're for real

imagine you going to the doctor and

there's something wrong with your uh BB

and then he says well it's probably

going to be XYZ I said well on the

internet I read ABC

if he's a if he's good at his work at

his job at his role

if he's confident which he should be

he's a doctor and you're not he's going

to say oh that's uh I see you've done

your research good job and I mean you're

not wrong you're just missing some

details let me fill you in

and then he's gonna explain why he's

right and you're wrong but he's not

going to say no that's and you

shouldn't look up things on the internet

and I know way better because I'm a

doctor and I studied for eight years or

10 years or whatever because you don't

have to explain yourself to a Layman

you're the expert you're just gonna Pat

him on the head basically you're going

to say oh that's very good of you you

looked it up what you did some

background research I love working with

people that do some background research

and then you go on as the expert because

that's who you are so expert frame

crank control very important for selling

[Music]

foreign