Salesmanship University

Sales Techniques – A New Approach To The Old Ben Franklin Close

The Benjamin Franklin close or the Ben Franklin close is one of the most common sales techniques known. It is also known as the T-close or the balance sheet close.

In the old days, this was the technique salesmen would swear by to bring in the dough. Prospects were easily convinced, as this closing technique was still fresh. Years went by and this technique is now so common even novice salesmen has heard of this trick. Needless to say, prospects also became wary of salesmen who used the Ben Franklin close on them.

Some people who are in the sales profession have tried this method and reported its ineffectiveness. A few others consider this technique manipulative. However when used in the right way and with integrity, this worn-out sales technique is still a good workhorse that can bring in sales for you.

In case you are not informed of how the classic Benjamin Franklin close is used, here is how it goes…

At the end of the sales presentation, the salesman whips out a piece of paper and begins to draw a line down the center. On the left column, he’ll write “reasons for” and on the right, he’ll scribble “reasons against”.

Soon, he’ll tell his prospect to look at the situation logically. Starting with the “reasons against” column, he’ll try to list down a few points that stop his prospects from buying. On the other column, he’ll try to list down many reasons why Mr Prospect should buy his widget.

Not a bad approach, except that customers have become more sophisticated now. They have heard of this technique already. Many of them learnt this in schools that teach them techniques for decision-making and critical thinking.

Thus you must revive the effectiveness of this technique in order for it to be useful.

Your greatest ally is your sincerity. Your prospects must feel it. Otherwise he will feel manipulated as he recalls how other salesmen tries to pressure them into a sale. With this in place, we can then talk about technique…

Under the “reasons against” column, we’ll need to list out 2 major objections that are already in the mind of the prospect – time and money. After you handle these 2 objections, move to the “reasons for” column and write down the points you just mentioned to handle those objections. Then you list several other points you have prepared beforehand.

Here, you must elaborate on how your product can eventually save them time and save them more money in the future. By repeating your points in different ways, you’ll reassure them the obstacle is not as big as they think..

Finally, in order not to alarm your prospects as you use this sales technique on him, you must already have a piece of paper in front of you. Moving away from the table and breaking the flow of conversation to look for your stationery does not help the close.

Also, don’t draw a line down the paper as other salesmen usually do. Simply doodle on the paper as you speak, building up the two columns without raising suspicion.

Use this sales technique with an awareness of how your prospect feels about it, and you can still use it with much effectiveness.