Reframing: How entrepreneurs enforce higher prices
- Noëmi Thum
- 6 days ago
- 5 min read
Updated: 6 days ago
I was recently at an event when I got talking to a woman who creates her own jewelry (you can find her work here: https://lisamariearmstrong.com ) . She was wearing a large-link necklace with crystals that looked so beautiful and unique that I was immediately fascinated. I had never seen anything like it. She explained to me: "This isn't an ordinary piece of jewelry. My customers need to be aware that they're wearing art." She even gave her customers tips on how to handle the pieces with care in everyday life to preserve their uniqueness.
What she did here is a perfect example of the power of reframing. It was completely justified: Jewelry became art because it was art, not just jewelry. Through her words and attitude, she created a new framework. Standard prices became premium prices. Everyday objects became exclusive, one-of-a-kind pieces. That's precisely what makes reframing so powerful. That's what this article is about.
What is reframing?
Reframing means looking at something from a different perspective. In this example, that means you consciously decide how your offering is perceived. Is it simply "jewelry" or "wearable art"? Is it a "consultation" or a "mental transformation"? Reframing guides perception and influences how valuable something appears to customers.
How entrepreneurs can apply reframing in sales
In practice, reframing doesn't just mean using new terms. It means first becoming aware of what makes your offering truly special. You then focus on this core value.
It is about making this uniqueness visible, not about glossing over mediocre offerings.
Ask yourself:
What can only I offer?
What makes my offer different from others?
Why do customers choose me or why should they do so?
Once you have answered these questions, you can think specifically about the framework you want to set to make this special value visible.
Some examples:
From product to experience: You offer not just a piece of jewelry, but a wearable work of art that tells a story.
From service to transformation: You not only provide operational support, but also accompany people or companies through real change.
From standard to premium: You present your offer not as an interchangeable service, but as something that has greater value through expertise, quality or uniqueness.
Consider: What is your current frame of reference? What alternatives exist?
Typical reframing mistakes and how to avoid them
The desire for reframing often arises from uncertainty, time pressure, or comparison with the competition. Entrepreneurs want to make their offering more attractive and then resort to big words without thoroughly considering whether they actually hold up. To prevent this from happening to you, here are the most common pitfalls from practice and how to avoid them:
1. False inflation
Example: A startup sells regular notebooks, suddenly calls them "premium mindset journals," and charges three times the price, even though the materials and quality remain the same. Customers notice this immediately. Instead of building value, this undermines credibility.
How to avoid it: Honestly examine what value you actually provide. Are there any special materials, features, or content? Highlight them. If not, work on the quality of your offering first.
2. Exaggeration
Example: A coach advertises with claims like "Guaranteed success" or "You'll get rich in 30 days." While such promises may seem spectacular, they quickly generate skepticism. Those who fail to deliver will lose their clients' trust.
How to avoid it: Stay honest. Use real success stories and clear statements instead of superlatives you can't back up.
3. Confusion
Example: A restaurant that constantly rebrands its menu—sometimes "upscale bistro cuisine," sometimes "fine dining," sometimes "regional classics"—without clearly communicating what guests can expect. This is confusing for customers: They don't know what style, price range, or experience to expect.
How to avoid it: Communicate consistently. Decide on a clear focus and a strong term that defines your offering, and use it across all channels.
4. Forget the old framing
Example: A craftsman suddenly only emphasizes how exclusive and individual the work is, forgetting that customers value quick, clean execution above all else.
How to avoid it: Reframing means expanding value, not eliminating old ones. Build on your existing strengths.
My tip: Good reframing isn't packaging, but a tool for making real value visible. The better you understand the value of your offering to your customers, the more convincing your new framing will be.
What are the benefits of reframing?
Why is reframing worthwhile for entrepreneurs?
Enforce higher prices: An offer that is perceived as premium triggers fewer price discussions.
Stand out from the competition: Those who operate in their own category are more difficult to compare.
Communicate added value more clearly: It becomes clearer what the offer does, not just what it is.
Improve sales strategies: You guide your customers’ decision-making process more effectively.
Drive business development: Reframing helps you identify new opportunities, markets and target groups.
From practice: How reframing works
In addition to the story of the jewelry artist who quite rightly called her works art and thus created a valuable category of her own, I would like to give you another example.
An athletic trainer I had the privilege of accompanying before he founded his company (you can find his website here: https://www.movementpatterns.ch ) showed me how competitive the sports coaching market is. Although he was highly qualified, had already coached renowned top athletes, and worked with a special method of movement learning, Feldenkrais, he was particularly conscious of one thing: How could he stand out from the crowd?
Together we worked on reframing his approach. Instead of simply selling "personal coaching," he positioned himself—again, quite rightly—as a movement and performance specialist and offered targeted movement sessions.
Just one year after his start, he can now choose who he would like to work with in addition.
These examples show: It is not just about words, but about attitude and real differentiation.
Tips for successfully implementing reframing
Consider: What framework do you currently stand in? What framework do you want to stand in?
Find out what makes your offering truly special. What excites your customers the most?
Communicate the added value clearly. Show how your offering changes customers' behaviors.
This isn't just marketing. It's sales psychology. Numerous studies show that customers respond more strongly to perceived value than to sober facts.
Small exercise: How do you find your reframing?
Here is a short exercise to help you develop your own reframing:
Write down what you are selling today.
Choose a sentence that describes what you offer. For example: "I run a cafe."
Think about what makes your offer unique.
Is it the unique origin of your ingredients, the family atmosphere, the creative original creations, or the role as a meeting place for the neighborhood? Write down at least three points.
Formulate your new framework.
How could you describe it to make this special value visible? For example: "We don't see ourselves as a café, but rather as a meeting place for young people who appreciate modern French cuisine and genuine encounters in an urban atmosphere."
Test it.
Talk to three clients or friends and ask them: "How does this affect you?" "Do you understand what I mean?" "Does it fit us?"
This little exercise will help you develop or sharpen your reframing.
Conclusion
Reframing is more than a linguistic game. It's a sales strategy that helps you reposition your offerings, justify your prices, and guide your customers. If you use it skillfully, you'll not only increase your impact but also your sales.
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