Join 1,850+ professionals and transform your B2B sales results. Learn to sell the way big companies buy. Get insights delivered every Sunday - read in minutes, use forever.
Share
Reframe The Game
Published over 1 year ago • 3 min read
Issue #58
Perception depends on the source of illumination
Reframe The Game
This week I have given you six examples of how to reframe products so that they are repositioned in the prospect's mind as unique, vital and answering a need they had not considered before.
1. Ivory Soap
In the late 1800s, Procter & Gamble (P&G) introduced “Ivory Soap”, which wasn’t much different from other soaps on the market.
"Hang on, Mike's found a floater in the bath!"
They changed the narrative by positioning it in a new way: they emphasised that “Ivory Soap floats”.
Instead of focusing on the soap’s cleaning capabilities or scent, they highlighted its unique buoyancy as a feature that made it easier to find in the bath.
This shifted perspective from choosing based on cleaning power to ease of use.
Ivory Soap became a best seller for decades, not because it was a game-changer, but because P&G reframed the comparison in a unique way.
2. Toyota vs. American Car Manufacturers
When Toyota entered the U.S. car market, it wasn’t trying to position its cars as radically innovative or revolutionary compared to the big American brands like Ford, GM, and Chrysler.
What they lacked in style, they made up for in their colours
Instead, they turned the comparison to “reliability and fuel efficiency”, at a time when American cars were known for their size, power and luxury.
The US manufacturers laughed and continued to weigh their cars down with toys and gimmicks.
Then the oil crisis of the 1970s hit and suddenly this shift in focus resonated with U.S. consumers.
Everyone got just enough fuel to drive to the next petrol station
Toyota successfully captured a large share of the market and have kept it ever since.
3. Red Bull Energy Drink
When Red Bull entered the drinks market, it wasn't claiming to be the next Coca-Cola.
They positioned Red Bull as a “functional energy drink” meant to improve performance and concentration, not just for enjoyment or refreshment like other sodas.
Red Bull's flavour was inspired by a gladiator's armpit
This shift in comparison, focusing on utility not flavour, put Red Bull in a niche of one.
They changed the buyer’s frame from choosing between taste or image to deciding whether they needed an energy boost.
4. Häagen-Dazs vs. Generic Ice Cream
Häagen-Dazs changed the frame by focusing on “quality and indulgence”.
Instead of competing on price, they highlighted the premium nature of the product, and the luxury experience of their ice cream.
This allowed them to set higher prices and carve out a loyal customer base.
Just some of the dentists who made a fortune from the boom in Hagen -Dazs
This wasn’t about changing the game but rather shifting focus from mass produced ice cream to a personal treat.
5. Enterprise Rent-A-Car
Enterprise Rent-A-Car shifted their frame by focusing on convenience and local availability.
Other rental companies primarily operated from airports.
Enterprise emphasised that they were available in neighbourhoods and provided pickup services for customers.
How they people at Enterprise probably looked every time I rang up and asked to speak to Captain Kirk...
This small but meaningful change, from airport convenience to local convenience, allowed Enterprise to dominate the “off-airport” market.
They became a leading player in car rentals by switching niche from travel oriented rentals to everyday, local needs.
6. Tide Pods
When Tide Pods were introduced, Procter & Gamble didn’t claim they would fundamentally change the laundry market.
They didn’t clean better than other detergents, but they were easier to use and more convenient to handle.
They looked good enough to eat - and some people did, which didn't end well...
They successfully carved out a niche for themselves in a well established market by changing a previously ignored aspect of the laundry experience.
Conclusions
Customers want to make the “right” choice, the key is showing them what “right” can look like. It doesn’t have to be the accepted view.
The easier you make the choice, the easier you make the sale. The way you make it easier is to make your offer unique, so there is no competitor.
"Fancy Dress For Cats" is probably unique, but still stupid...
When you choose the right comparison, the decision-making falls into place. The story you tell around your product shows the comparisons you want the prospect to make.
Customers only hesitate when they’re stuck on the wrong comparison, so give them a new one.
The right comparison can flip the conversation from "too expensive" to "worth every penny”, from “I’ll think about it” to “where do I sign?”
This is a button, it is a light switch, press it and sales becomes clear, bright and easy.
Join 1,850+ professionals and transform your B2B sales results. Learn to sell the way big companies buy. Get insights delivered every Sunday - read in minutes, use forever.
Issue #131 Great pose, lads, now where did you leave the ladders? The Narrative That Wins Deals Here’s a simple narrative you can use to create your own deal playbook. It’s the one I used to run in my head when I was selling supply chain solutions to big pharma and med device companies. That means it has been proven in the field and it has delivered many times. I still use it now with clients, but simplified because I am dealing in thousands not millions these days. It is important you use it...
Issue #130 The Only Way Is Up When you work in a corporate environment,, someone above you controls budget, priority and air cover. That is the reality, and you can moan about it or just learn to handle it. Managing up is a critical commercial skill in selling, in your career and even within social groups. This kid will go far People above you are not thinking about you very much at all, let’s get that out there straight away. They are thinking about exposure, political fallout and return on...
The theatre's storeroom needed a little tidying up... First Cut Is The Deepest Selling to a surgeon is like playing with a tiger, as long as they want to play you are okay, but as soon as they don’t, you are toast. The amount of confidence you have to possess to cut people open and hold their life, literally, in your hands, is staggering. As a result, surgeons don’t have opinions, they know things for sure. Playing hide and seek with Dr Atkins, does he look hungry to you? Cut to me, sitting...
