In NLP the Agreement Frame is defined as a strategy to redirect a person’s argumentative energy, rather than attempting to overcome it. It’s a great way to reduce resistance when communicating with people, especially during a negotiation.

So to put this into sales context imagine this scenario.

You’re with a prospect. You’ve moved through the intelligent questions stage, you’ve established what they want, you’ve aligned with them perfectly and now – if negotiation is necessary – this is where the agreement frame comes in.

Up to this point imagine you’re standing in front of your client – now imagine you are standing together side by side, facing the same direction.

Your prospect lists all the things they want. The agreement frame is – you put your arm around them (metaphorically speaking) and say:

– Yes, I agree with you and this is why we’re going to do XYZ.

– Yes, I see your situation and that’s why we’re going to do XYZ.


– Yes, I respect your decision and that’s why we’re going to do XYZ.

**Each time you still keep to your original script.**

Agreement frames allow you to find a solution together without saying – yes BUT…or yes HOWEVER…

Avoid using words such as “but”, “yet” or “however”. They negate what the person just said. They negate everything that was said immediately beforehand and prevents moving into an agreement frame. 

Use “AND” or “ALSO” to bring the two statements together instead.

You want to demonstrate:

• you agree with them

• you have considered what they’ve said

• you’re on their side

• you empathise with them

• you’ve reached a solution together.

The key is not to change your offer – just change the words you use.

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Charmaine Keegan
Charmaine Keegan - Director, Keynote Speaker and Founder of Smarter Selling - is a world leading authority in Sales. Her career spans 30 years of sales leadership. She has trained over 8,000 sales professionals empowering them with the confidence to embrace selling with integrity and authenticity to deliver immediate revenue growth. She believes sales is comprised of five fundamental elements – intent to help, clear strategy, exceptional communication and customer service skills, personal accountability and a commercial mindset. She is passionate about selling and even more so, empowering others to sell. Smarter Selling training programs set sales leaders and their teams up for lasting success with simple to execute, contemporary and proven sales methodologies. She helps leaders drive a high performing team. They are developed and trademarked by Charmaine. They evolve as communication evolves.   Her programs (online and face to face) are renowned for being engaging, fun, interactive and highly practical. She makes it easy for you to sell and your customer to buy. She is an author of over 20 eBooks, is a sought-after guest speaker, panellist, and keynote. She is a Certified Trainer of NLP (how we operate), Hypnotherapy (unconscious communication) and Timeline Therapy (recognising your beliefs about sales and money – and recognising that of your customer). She has studied the psychology of human behaviour and is considered an absolute authority and true expert on sales techniques. She has ‘walked the walk‘ so the workshops are highly practical and focused on results. Training created by a sales expert for salespeople.