Whether you are in the process of becoming a Challenger organization, or just about to implement Challenger, you will quickly recognize that one of the most important aspects is the Reframe. Not surprisingly, it is the area your reps will likely find most difficult. The reasons are perhaps different from what you might think.

According to the authors of The Challenger Sale, the Reframe “is the central moment of the Commercial Teaching pitch, as the entire conversation pivots off of what you’re about to do next.” 

I completely agree, and given the import of such a topic, I have decided to break this topic up into several posts. The aim of this particular post is to help identify one of the key reasons why people may get hung up on the Reframe.

Framing the Issue
As a member of CEB’s Sales Leadership Roundtable, and a contributor to The Challenger forums, I have the opportunity to sit among and interact with hundreds of organizations in various stages of contemplation or implementation of The Challenger Sale.

One of the most common things I hear is how difficult it is to teach reps to reframe, as getting customers to think about something an entirely different way is difficult. I also commonly hear beliefs that, “If my organization would just provide Sales with the Commercial Insight, then my reps would be able to Reframe successfully.” When I probe deeper, I often find that the interpretation is that Insight = Reframe.

Insight Alone Isn’t Enough
Unfortunately, this interpretation will put unfair expectations on your Marketing department or organization. Once they finally deliver the insight you have been seeking, reps will quickly find there is a lot more to the Reframe than simply delivering someone else’s prepared, commercial insight.

I don’t mean that organizations shouldn’t develop and provide Sales with commercial insights leading to [not with] their unique strengths. On the contrary, this is a critical step, but it won’t solve your Reframe issue. For those in the heart of your Challenger implementation, you have likely already experienced this.

Reframe: A Case of Mistaken Identity
What may be at the heart of the overemphasis on insight is a misidentification of how the Reframe actually functions. For instance, the section of The Challenger Sale that speaks of the Reframe states, “…the Reframe is simply about the insight itself.”

After reading that quote, if you were to single out one word as being most important, what would you choose?

For some, it might be ‘Reframe,’ but for most, they would say ‘insight’ is most important. I would argue that ‘about’ is the single most important word in that statement. The removal of that word alone not only changes the complexion of the statement, but leads to the misperception that, “…the Reframe is simply about the insight itself.”

This understanding undermines the key points the authors make on customer loyalty when they say that, “the best reps win that battle…by teaching them a new way of thinking altogether.”  Regarding customer loyalty, for a rep to teach customers a new way to think altogether, delivering the marketing team’s brilliant insight [one time] won’t achieve the rep’s longer term goal of teaching them a new way to think.

The shelf life of a commercial insight for the same customer is one use!

Think of it this way. Once the rep delivers the insight prepared by Marketing, the customer says, “Wow, I never thought of it like that before.” Two months later, the rep is invited back. What is the Reframe then? Reps can’t keep running back to marketing to develop new insights before every meeting as the reps need to stand on their own, which does not mean make up everything on their own.

Therefore, reps will need to develop competencies in a number of areas leading to and following from the Reframe. Here are a few of those areas. They need to be able to:

• Clearly demonstrate they know the customer’s world (The Warmer)
• Have the ability to distinguish between symptoms and root causes to avoid traps (False Positives)
• Be agile in their comprehension to connect a variety of symptoms back to its root cause (False Positives)
• Have the knowledge of how to wield Commercial Insight to teach customers to think differently (Reframe)
• Understand how to continue to build the business case from the Reframe (Rational Drowning)

In summary, while Commercial Teaching, Commercial Insight and The Reframe are highly interrelated, they remain separate and distinct from one another. My next post will aim squarely at bullet points 2 and 3 above regarding False Positives as I see this as one of the biggest threats to derailing your whole choreography between the Warmer and the Reframe.

Jeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.