Forums: Discussions for entrepreneurs and small business.

Here`s a very effective sales technique I used with great success back in the 80`s, when I was selling Craftmatic Adjustable Beds.

I also believe it can be incorporated into sales letters and ads as well.

It`s called The Ben Franklin Close.

It`s also known as The Balance Sheet Close.

Here`s how it works:

You`ve just finished making your sales presentation to a husband and wife, but the couple is on the fence and can`t make up their mind. You`ve tried everything in your arsenal of sales closes, but can`t still get them to commit.

Suddenly you say, "You know, Benjamin Franklin was one of the wisest and most respected men in history. Wouldn`t you agree, Mr. & Mrs. Jones?" (It`s important to get the prospects to agree with you.)

"Whenever he was faced with a tough decision - much like you are today. 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 answer would become obvious. That makes a lot of sense, wouldn`t you agree?" Again, it`s important to get the prospects to agree.

"With your permission, I`m going to borrow Ben Franklin`s method for just a moment. Since you`re having a tough time making a decision, lets list the benefits--some of the reasons you should make this purchase. Then we`ll list the negatives. Fair enough?" Once again, get the prospects to agree.

Now simply list all of the positive qualities of your product or service.

Better yet let the prospect list most of them. Whatever the prospect writes down will obviously be the main points of interest to him or her. Make sure you develop a complete list.

After you`ve listed all of the positive points, let the prospect list the negatives." Don`t say a word while the prospect is listing the negatives.

The list of negatives will always be shorter than the list of positives. Why?

Because usually the only negatives prospects can think of have to do with price or affordability.

So how can you incorporate the Ben Franklin close into a sales letter or ad?

Here`s how I would do it:

Knowing that the average website only closes 1 or 2 percent of first time visitors, at the end of my sales letter I would have a link that says, "Read this only if you`ve decided not to order today."

Then I would have a separate page summarizing my product or service again, using The Ben Franklin Close.

It`s definitely worth testing!

Dale King

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If you`re tired of all the money-making
hype, lies and scams...read this!
Click here for more details!

That`s a really interesting little psychology twist ...

Thanks for posting.

Thanks, Nikole.

Dale King

 

-------------------------

If you`re tired of all the money-making
hype, lies and scams...read this!
Click here for more details!

Dale

I really enjoyed this. I`ve been closing for more years than I care to mention
and have come across this type of thinking before.

The real coool thing here is the way you`ve translated it to the web site.

Thanks very much for the idea. I`m certainly going to try to find a way to
use it.

Hopefully I can return the compliment one day.

Steve

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Serious about focussing your business on customers?
visit us at http://www.frontofficebox.com

Can you give a link to an example of this technique in use at a web site?

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Bert at Harvey Software, Inc.
Multi-Carrier Shipping Software and Supply Chain Solutions for Internet Retailers

Also a provider of free shipping information and resources at Harvey Software`s Parcel Shipping Blog along with free tracking solutions at TrackingPage.com...

Thanks for the kind words, Steve.

I`m glad you enjoyed the article.

Dale King

-------------------------

If you`re tired of all the money-making
hype, lies and scams...read this!
Click here for more details!

Dale,

Now, that`s a classic close! Thanks for putting it so well in print. Here`s another one that I always chuckle about: "The Japanese Folding Paper Oragami Close". Same scenario with our prospects having difficulty making a decision. It starts with the order form. Take the form and say "You know Mr. Smith, studies have shown that within 24 hours after being presented important infomation, we forget more than 1/2 of it". Fold the order form in half. "And within another 24 hours we forget 1/2 of what we still remember." Fold in half again. "So the question becomes, Mr. Smith, would you like to make this important decision based on this much information?" Show the folded form. "Or this much information?" Unfold once. "Or this much information?" Open order form completely and place in front of the customer (smile). Now, truth is, I`ve probably never actually used it. My favorite close is probably "So, we going to do this or what?" (smile).

Thanks for sharing your experience!

Craig

 

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Craig M. Jamieson
Sales Results LLC
NetWorks! Boise
http://www.networksboise.com
http://www.linkedin.com/in/craigjamieson

As much as I love direct sales, I can no longer encourage or support a Ben Franklin close.  I think it`s time to call it quits and join the forces of Google and Stompernet.  LET PEOPLE BUY.  If you have a great product, and decent marketing, you will win!

Let it go!

thanks for a nice post,  sorry to disagree,

Edserv

Edservv,

I would have to disagree with your notion of "if you have a great product, and decent marketing, you will win!"

I am also very bias to the marketing industry because that is what brings in the the bacon for my company.  A company must have a balance of marketing lead generation and a sales team that  can present the product/service/solution in way that propsect makes a decision to buy.

Marketing can get a company`s image, brand, offer and call to action in front of the most targeted and receptive buyers (prospects). But there are multiple factors that would prohibit a prospect from making the decision to buy immediately after they have been marketed too.

Ex: Timing, the more money the longer the sales cycle, multiple decision makers, trust, more details needed,currently have that solution, buying cycle, etc.

A great marketing campaign that covers multiple medias, hits correct the target at the right time, and is price perfectly, still may not answer all objections a buyer may have. 

A good sales team, sales pitch, sales presentation, and sales close does that.

I like the Ben franklin idea

Dale,

Thanks so much for sharing your gained experience. Being new to Startupnation I'm a little disappointed, seems like too many sales people use this website as a sales tool rather than what is what created for - should of been named Sellupnation!!

I found your tip refreshing and helpful.

Connie