The Ben Frankline Close
Chapter Seven Sample
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Chapter Seven Sample
The Ben Frankline Close

Thank You for your concern, your time, your counsel. You helped me overcome my lack of confidence, fear of failure, and rejection, just to name a few. If I continue to commit myself to your Sales Training program my financial future and that of my family should be well laid out for me. Terrick Middleton, Western and Southern Life

Help the client with the reasons to go ahead with the purchase. This is especially helpful when faced with competition. Pull out a sheet of paper, draw a line vertically down the center of the page and start listing either Pro's and Con's or Us versus Them.

You should practice so you can be sure to always have a big list of Pro's to counteract any of their Con's. With competitors, the advantage is that, at this time YOU are there and they are not.

Seek to find some detail that they haven't covered to create some doubt in the competitor and build the customer's confidence in you. This is a great technique that really works for many sales people.

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. Ben Franklin knew how to close a sale



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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