Real-life comparison

- The final reframing technique is similar to storytelling in that it helps people visualize what you're describing without being technically advanced. This technique is to use real-life comparisons for something they do understand. This is particularly good if you have a complex product or your prospect is struggling to understand what you're describing. Their bias might be incorrect, simply because they don't understand the value of such a product or feature. So let me give you an example. I used to sell IT solutions. That's a typically complicated solution that many don't understand. I was dealing with managing directors, finance managers, and so on who understand they need IT systems, but not the specifics. So take a firewall, for example. What is that and why do they need it? If I said firewalls are network security systems that monitor and control incoming and outgoing network traffic based on predetermined security rules, then they might not understand the value in that and think they don't need one. However, if I said, firewalls are like bouncers, but for your network. They stand at the front door and ask every person who walks in for identification. Then depending on what we've told that bouncer to allow, they either let the person in or not. Then people understand the value of a firewall and how it can help protect their users and their business. Or another convincing people that they need spare technology, like again, a firewall, for example. You could say, "What if that bouncer got sick?" Then anyone could be coming in and out of the nightclub, so you need to make sure at least two are always on duty. Just like having a spare firewall that can take over the traffic if the original one fails. Or you can compare an IT system to a body. The server is the brain, it controls everything. The network cables are your nerves. It feeds information back to the server or the brain. Or the antivirus is the immune system that identifies and destroys viruses or diseases using a database of previously encountered bad stuff. So, if you're creative enough, these comparisons can be made with anything. The only thing you need to do is firstly, make sure the comparison is correct to save any miscommunications, and to make sure they understand that comparison. There's no point in comparing legal details to chess moves if they're unfamiliar with chess. So firstly, ask if they have a basic understanding of the subject, you're about to compare it to, and then ask after you've explained if that makes sense. If they say no, then try another until you find something that resonates with them.