Disrupt Then Reframe

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.

1. Recognizing the technique when on the receiving end
2. It might be useful tool in one's bag of persuasion tricks

The second point might sound a bit mercenary. On the other hand, applying this simple technique could save thousands of seconds, which seems a real bargain.