People do who they believe they are.
When a prospect is closed off or gives one-word answers, arguments won't help. Identity framing lets them choose who they want to be on the call, and then act like it all the way to the decision.
Talk about a third person. They'll move away from that behaviour on their own.
- Step 1
Negative identity (third person)
“I talked to a head of sales earlier… one-word answers, thought he knew everything. We all know that's just fear. Teams like that never scale.”
- Tone
- Calm, matter-of-fact.
- Why it works
- Nobody wants to be associated with the closed, fearful one.
- Step 2
Reopen the call
“Anyway… what were you hoping to get out of this call?”
- Why it works
- A neutral question right after. Most prospects open up noticeably here.
- Step 3
Positive identity
“Your team is lucky to have someone who takes ownership like that. I talk to a lot of leaders who just don't care.”
- When
- When they share a real problem or goal.
- Step 4
Identity lock
“Taking ownership like that… were you born with it, or did you learn it?”
- Why it works
- Either answer confirms the identity. Now they'll act in line with it, including at the decision.
- Step 5
Practice drill
Write one negative and one positive identity line for your typical buyer.
- Do this
- Keep them true to your market. If it sounds fake, they'll feel it.
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