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Most deals don’t die at the close… They die because the owner never saw the real problem. Today we’re breaking down Layer 3 — The Reframe (the moment everything shifts) Most reps say: “You need more points.” That’s why they lose. Elite reps do this instead: They change what the problem actually is. Here’s the truth: The owner doesn’t have a points problem They have a cost structure problem If they don’t see that… They will NEVER buy. What the owner believes walking in: - “I already own” - “I’m good” - “This is just another pitch” What you must shift them into: - “Wait… I’m actually losing money staying where I am” - “Doing nothing is costing me” - “This isn’t about buying… it’s about fixing” This is the ELPOPO REFRAME: Ownership is NOT the benefit Ownership is the structure And the structure might be broken Power lines you can use TODAY: - “Your biggest cost right now… is actually doing nothing.” - “The system isn’t hurting you… the way it’s set up is.” - “You don’t need more vacations… you need a better structure.” Why this layer is everything: If the problem stays the same → no sale If the problem changes → new decision Micro Reframe: “You’re not here to sell them something new… You’re here to help them see what’s already wrong.”