Challenger Sale: Do you Reframe in 3-D?

Magic EyeDo you remember when the Magic Eye pictures were all the rage back in the 90’s?

For those unfamiliar with Magic Eye artwork, a 3-D image was embedded into a picture that otherwise appeared to be nothing more than colorful, repeating patterns.

However, to the trained eye, when looked at in a different way, the 2-dimensional image would suddenly, and magically, ‘pop’ into a stunning 3-dimensional reality right before your very eyes.

There were two camps with these Magic Eye pictures – Those that could see the images and those that couldn’t. For those in the latter camp, they found it difficult…frustrating. In fact, it reminds me of how prospects often feel when Reframed to see a radically different picture of their own circumstances. They can really struggle at this stage…which can be very good!

A Different Picture of the Reframe
When considering Magic Eye art and comparing to the Reframe, there are some great parallels that may bring clarity to your understanding of what the Reframe does and how it feels to your prospect when they finally see what you want them to see. But first, a lesson on how to see the picture in this Magic Eye image above.

Viewing the Magic Eye Picture

There are two prescribed methods for seeing the picture in 3-D (i.e., A clipper ship in this case), although knowing you are looking for a clipper ship will not help as much as you think. Regardless of the method you choose, start by clicking the picture to enlarge and open in a separate tab of your browser.

Method 1: Relax your eyes and get real close to the screen as you stare at the picture. Don’t try to focus on the picture, but simply gaze through it in the same way that you do when you daydream. Begin to back away from the picture slowly after 5-10 seconds. You should start to notice your eyes feeling almost as if they are crossed as you move back, because the image will be out of focus. Once you are about 12″ away from your monitor, the hope is that the image will snap into view for you.  If not, be patient.

Method 2: This is the method I prefer. Position yourself approximately 12″ away from the image and look through the image, rather than at the image. For example, if there is a wall directly behind your monitor, look upon the image as if you were able to see through it like a window to the wall. This will relax your eyes and allow the magic to happen. Give it 5-10 seconds without blinking. One trick that helps me recognize when the image is about to snap into place is I slightly move my head from side to side (i.e., just an inch or two). If the image is still appearing flat, like a 2-D image, your side to side motion will reveal nothing. However, if your lateral movement starts to show some depth in the picture, it is about to happen for you.

For those that experienced the mysteries of the Magic Eye artwork for the first time, congratulations! It is truly amazing! For those that still can’t see it, practice. Most people fail to see the image because their natural tendency is to focus on the detail of the flat image itself. It will come once you start to learn the skill of looking through the picture.

Similarities between Magic Eye and the Reframe
What I love about this illustration of the Reframe is how analogous it is to conversations with prospects. From our perspective, having been trained for what to look for in our prospect’s circumstances, we see things more clearly…more deeply than they are able to see.

We may even be inclined to get frustrated ourselves because what is so clear and obvious to us, our prospects just can’t see in the same way. It is as if they are staring at the surface of the Magic Eye picture and all they can see are repeating patterns. But seeing the patterns alone will not move them off the status quo. It is deeper than that. See the similarities to a Reframe?

One Final Note about Reframes….
Being able to properly Reframe a customer is important, but it is not the goal. It is the entry point to getting deeper in conversations. If we don’t practice discipline in this area and recognize that fact, we can take a perfectly great insight and not move any further through the choreography.

Focusing on the insight alone is like staring at the surface of the Magic Eye picture. It is 2-D. Instead, look at the Reframe as looking through one stage to another…from how they have inaccurately seen their picture (Warmer) to the consequences of not changing their picture (Rational Drowning).

Here are a few tips to keep in mind:

  • Focusing on your insight puts you at the center of the story instead of the prospect
  • Instead, use the insight to focus on teaching prospects a new and different way to see their picture
  • Prospects will see the deeper picture at different times and in different ways; Be patient
  • Seeing the deeper picture for the first time requires discipline in looking at things differently
  • It is possible for a Reframe to be 2-D; This happens when you try to tell prospects what to see
  • Concentrate your Reframe instead on how to see for a 3-D experience they will never forget

Jeff Michaels | Repeatable SuccessJeff 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.

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