Frames create context and bring the essence of the conversation into focus. Whoever controls the frame, controls the conversation. Frames are a key tool for taking control of the social dynamic in negotiations, especially when the stakes are high. They let you change the counterpart’s perception so they adapt to your terms. Examples include a “power frame” or a “prize frame,” where the seller positions themselves as the reward rather than someone chasing the deal.
Hot cognitions are a fast, emotional way to make the customer’s “lizard brain” want you and your idea. Unlike cool, analytical processing, they rely on emotion and intuition. You spark them with “slightly provocative but non-hostile” moves—showing non-compliance tempered with humor—to win attention and raise status. The goal is to create desire and pull the client toward your offer, sometimes making them “chase” the deal rather than the other way around.