This is something really good salespeople have figured out. the best disco calls and demos are often won or lost by how the conversation is framed from the start.
the most important thing i've learned in the corporate world is the concept of framing
if you set the framing of a meeting, presentation, or even basic conversation between peers right, that is 75% of the battle
if you get the framing wrong, you'll eat shit every single time and people will start to hate you
everything is framing
everything