Hormozi's 3 A's Sales Framework

Good Morning! Would you go back to an old job? A new ADP study found that 35% of new hires in March were returning employees. A good reminder not to burn bridges with your boss on the way out. Especially in tech, where returning employees accounted for 68% of new hires. Now let’s get into today’s Follow Up. 😁 

• Coaching your champion 🧑‍🏫 

• The playbook top reps are using 📔 

• Hormozi’s 3 A’s framework 🥉 

• The internet’s controversial sales guru 📽️ 

• Sales jobs & a meme 😂

Sponsor The Follow Up | Subscribe

The 3 A's Framework: Turn Any Objection Into a Close

Alex Hormozi has closed over 4,000 sales deals.

And after all those conversations, he discovered something pretty powerful: The best salespeople don't ‘handle’ objections… they reframe them.

When the average sales rep hears an objection, they immediately go into defense and fire back with an answer.

Top performers use a different approach. They turn every objection into an opportunity to take control of and push the deal forward.

Today, we're breaking down Hormozi's 3 A's framework. The reframing technique that turns objections into reasons to buy.

What Is Reframing?

Reframing is the 1 to 3 sentences you say after a prospect says anything but "yes".

It increases the likelihood that your next statement gets them to buy.

Here's how it might sound:

Prospect: "How many certifications do your trainers have?"

Instead of answering directly, you reframe: "Which certifications are you looking for specifically?"

See what happened? You didn't answer their question. You asked a question about their question. This keeps you in control of the conversation and forces them to reveal what they're really concerned about.

The 3 A's Framework

Hormozi's reframing method follows three simple steps:

#1: Acknowledge

It’s basic human nature to want to feel acknowledged for what we said.

Build rapport by saying what they said back to them. This shows you're actively listening and buys you time to think about your response.

• "So you're curious about our certifications..."

#2: Associate

This is the magic step. Associate their objection with the type of behavior that successful customers have.

• "That's a great question. It actually shows you're making a serious decision here, which is exactly what our best customers do."

Now they feel smart for asking, not defensive about their concern.

#3: Ask

After acknowledging and associating, ask a question that takes control of the conversation.

• "Which specific certifications are you looking for?"

This forces them to be more specific about their real concern, giving you the information you need to address it properly.

Why This Works So Well

The person asking questions is the one in control. When prospects start asking you questions, you're on defense, which isn’t a fun place to be.

Reframing flips the script. Instead of being interrogated, you're guiding the conversation to where you want it (a closed deal).

Here's another example:

Prospect: "I need to think about it."
Reframe: "Totally understand, we’ve covered a lot today, and this is a big decision. What would make this a no-brainer for you?"

You've acknowledged their concern, associated it with thoughtful decision-making, and asked questions that reveal their real objections.

The Five Rules for Ethical Reframing

Hormozi emphasizes that this technique must be used ethically and within a set of 5 rules.

Here’s his 5 rules for reframing:

1. The person asking questions is in control. Use this power responsibly.

2. No one can disagree with a question. This keeps conversations collaborative, not combative.

3. Tell them what their question means. Frame their objection as smart, rational behavior.

4. Use "straw men" for tough truths. Reference other customers or authority figures when delivering hard messages. (more on this below)

5. Always be curious. Approach every objection with genuine interest in understanding their perspective.

Advanced Reframing Technique

For tougher conversations, Hormozi suggests using ‘straw men’. AKA, reference other people to deliver the truth without being confrontational.

Instead of saying: "You're wrong about that."
Try: "I had another client ask the same question earlier today. Can I share what I told them?"

This lets you address their concern without making them feel attacked.