Please see below for explanation of Ben Franklin Close:
Small Business Insights
From the December 31, 1999 print edition
Sales Moves
Ben Franklin knew how to close a sale
Jeffrey Gitomer
What would Ben Franklin think of the Ben Franklin close?
The Ben Franklin close--also known as "the balance sheet close"--is one of
the classic old-time sales tactics used to close a sale. Never heard of it?
Shame on you. You have not had enough sales training.
Here's the scenario: You've made your presentation, but the prospect is on
the fence and won't make up his or her mind. You've tried everything, but
can't get him or her to budge.
Then you say, "You know, Benjamin Franklin was one of our wisest citizens,
wouldn't you agree, Mr. Johnson?" Get prospect's agreement. "Whenever he was
faced with a decision--and he had some pretty big ones back then--he would
take a plain piece of paper, draw a line down the middle and put a plus sign
on one half, and a minus sign on the other.
"He discovered that by listing all the positive elements on the plus side of
the paper, and the negative things on the minus side, the decision would
become obvious. Pretty sound concept, agreed?" Get prospect's agreement.
"Let me show you how it works. Since you're having a tough time deciding,
lets list the benefits--some of the reasons you may want to purchase. Then
we'll list the negatives. Fair enough?" Get prospect's agreement.
Now you list every good thing about your product or service. Get the
prospect to say most of them. What the prospect says will be the main points
of interest to him. Take your time to develop a complete list. Then you say,
"OK, let's list the negatives." Hand the pen and the list to him. Don't say
a word. Usually the prospect can only think of responses having to do with
price or affordability.
In theory, this sounds like a good way to close a sale.
The big problem with the Benjamin Franklin close: It's old-world selling
that doesn't work and annoys the buyer. Try that close on someone who has
ever taken a sales course and it's an insult.
The reality is the prospect already has made up his mind, he's just not
telling you.
So should you just forget it and never use the Ben Franklin close? Heck no
... just use the Ben Franklin principle in a different way. Do what Ben
would have done: Figure out a new way and a better way and use it.
Here's a powerful new way to reuse a classic close. Use it on yourself,
before you make the sales call. Use it as a preparation tool. Use it as a
strategizing device. Use it to get ready to make a big sale. Get a plain
piece of paper and draw a line down the middle of the page.
On the plus side:
List the prospect's main needs.
List the questions you want to ask.
List the benefits and main points you want to be sure to cover.
List one or two personal things in common to discuss.
List the decisionmakers.
List why you believe they will buy.
On the minus side:
List the reasons why the prospect may not buy--and your responses.
List the obstacles you have to overcome.
Now you're ready to make the sale, and Ben helped you.
If you use the Ben Franklin close on yourself before you go in to make the
sale, then you can ask the buyer intelligent closing questions.
For example, questions that might lead with the phrases, "What are the major
obstacles ..." or, "What would prevent you from ..."
That's a close Ben Franklin would be proud of--the one you prepare for
yourself. You close yourself before you make the sale.
Try this new version of an old classic. Ben would be proud of you. So would
your boss.
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Free GitBit: Would you like a few famous Ben Franklin quotes that will
inspire you, motivate you and help you see the obvious in a new way? Just go
to http://www.gitomer.com, click "Free Stuff," then click GitBit. Register
and enter the secret words, "Ben Franklin."
Jeffrey Gitomer is author of "The Sales Bible" and president of Charlotte,
N.C.-based Buy/Gitomer Inc. He can be reached at (704) 333-1112.
Subject: [SaF] A Ben Franklin Close
> Does anyone know what the phrase "A Ben Franklin Close" means?
>
> TIA,
> Peace
>
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