The Decision Framework

🎯 LEVEL 7 — The Decision Framework

What you'll learn:

Maximize what they want. Minimize what they don't want.

Most buyers are stuck not because they don't want something — but because they fear the wrong choice.

Your job isn't to push — it's to create clarity by framing the decision logically:

1. What do they want most? (Outcome, feeling, goal)
2. What do they want to avoid? (Risk, regret, uncertainty)
3. How can you structure the choice so that what they want feels bigger and what they fear feels smaller?

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🧭 The Decision Framework

Use this framework to guide buyers to certainty:

| Step | Question | Purpose | |------|----------|---------| | 1 | "What do you really want to achieve here?" | Reveal motivation | | 2 | "What worries you about moving forward?" | Surface resistance | | 3 | "Let's weigh both sides — which one feels stronger?" | Frame clarity | | 4 | "So what makes the most sense for you right now?" | Empower decision |

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The Process:

Step 1 — Find Their Desire

What's the main thing they want out of this?

"What do you really want to achieve here?"

They reveal their true goal.

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Step 2 — Find Their Fear

What's the biggest thing they don't want?

"What worries you about moving forward?"

They expose their concern.

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Step 3 — Frame Both Sides

Help them see which side is heavier.

"If you stay where you are, do you avoid risk — or just keep the same problem?"

They realize staying still is also risky.

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Step 4 — Empower the Choice

Let them make the decision with clarity.

"Given that, which side feels like the smarter risk right now?"

They choose confidently.

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Your goal:

Help them see both sides clearly — and naturally choose certainty.

The goal isn't to push toward "yes."

It's to help them see both sides clearly — and naturally choose certainty.