The principle. Tversky & Kahneman's prospect theory: identical information triggers opposite decisions depending on the frame. "90% survival rate" gets approved. "10% mortality rate" gets rejected. Same number. Different verdict.
Three frames every closer should master.
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Per-unit reframe. "$50K/year" sounds heavy. "$137/day" sounds trivial — and it's the same number. Always break price into the smallest meaningful unit (per day, per deal, per rep, per saved hour).
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Cost-of-inaction frame. Don't pitch what they'll gain. Pitch what they're currently losing. "You're spending $80K/year on the workaround. We replace it for $50K." Now $50K is the savings, not the cost.
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Comparison frame. "We're $50K vs. building it in-house at $300K and 9 months." Anchor against the alternative they were already considering, not against zero.
The reframe move when they push back. Don't argue the price — re-wrap it. "I hear you on the number. Let me reframe — what's it costing you right now to NOT have this?" You just shifted the frame from cost to opportunity cost. Different math, different answer.
Where it backfires. Frames that feel manipulative or insult the prospect's intelligence. The frame has to be true under cross-examination. "$137/day" works because it's literally the math. "Saves you a million dollars" doesn't, because it isn't.
The rule. Before you ever quote a number, ask yourself: what frame makes this number feel right-sized?