In Disrupt-Then-Reframe Selling: How to Close a VC, Guy Kawasaki references research on social influence from Barbara Davis and Prof. Eric Knowles.
The basic idea is to introduce a non-sequitor into a sales pitch and immediately follow it with a reframing statement. The non-sequitor tends to disrupt critical thinking, which increases the general effectiveness of the reframing.
Two reasons for understanding the technique spring to mind.
- Recognizing the technique when on the receiving end
- It might be useful tool in one's bag of persuasion tricks