Frame Inheritance

In "The Common Denominator Of Success," Albert E. N. Grey describes the habit underneath every sale: "unless you have deliberately formed the habit of calling on prospects determined to make them see their reasons for buying life insurance, then unconsciously you have formed the habit of calling on prospects in a state of mind in which you are willing to let them make you see their reasons for not buying it."

There is no neutral state.

You walk in holding your own frame — your definition of the problem, your reason it matters now — or by default you absorb theirs. Whoever brings the stronger frame writes the problem, and whoever writes the problem has already won. Frame control is the precondition for selling.