Why the "Ben Franklin Close" Doesn't Work
by Hal Slater

Have you ever really tried the classic "Ben Franklin Close"? I have. I have even included it in my books as a possible close to try, though I see it more as a tool for "smoking out an objection" than for demonstrating value. Even so, I am reluctant to try it because it seems "hokey" and rarely works. I recently came across this story that may explain why.

Dad's Special Brownies
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A father of some teenage children had the family rule that they could not attend "R" rated movies. His three teens wanted to see a particular popular movie that was playing at local theaters. It was rated "R".

The teens interviewed friends and even some members of their family's church to find out what was offensive in the movie. The teens made a list of pros and cons about the movie to use to convince their dad that they should be allowed to see it.

The con's were that it contained ONLY 3 swear words, the ONLY violence was a car exploding (and you see that on TV all the time they said), and you actually did not "see" the couple in the movie having sex it was just implied sex, off camera.

The pros were that it was a popular movie - a block-buster. Everyone was seeing it. If the teens saw the movie then they would not feel left out when their friends discussed it. The movie contained a good story and plot. It had some great adventure and suspense in it. There were some fantastic special effects in this movie. The movie's stars were some of the most talented actors in Hollywood. It probably would be nominated for several awards afterwards. Many of the members of their Christian church had even seen the movie and said it wasn't "very bad".

Therefore, since there were more pros than cons the teens said they were asking their father to reconsider his position on just this ONE movie and let them have permission to go see it.

The father looked at the list and thought for a few minutes. He said he could tell his children had spent some time and thought on this request. He asked if he could have a day to think about it before making his decision.

The teens were thrilled thinking, "Now we've got him! Our argument is too good! Dad can't turn us down!" So, they happily agreed to let him have a day to think about their request.

The next evening the father called in his three teenagers, who were smiling smugly, into the living room. There on the coffee table he had a plate of brownies. The teens were puzzled. The father told his children he had thought about their request and had decided that if they would eat a brownie then he would let them go to the movie. But just like the movie, the brownies had pros and cons.

The pros were that they were made with the finest chocolate and other good ingredients. They had the added special effect of yummy walnuts in them. The brownies were moist and fresh with wonderful chocolate frosting on top. He had made these fantastic brownies using an award-winning recipe. And best of all, the brownies had been made lovingly by the hand of their own father.

The brownies only had one con. He had included a little bit of a special ingredient. The brownies also contained just a little bit of dog poop. But he had mixed the dough well - they probably would not even be able to taste the dog poop and he had baked it at 350 degrees so any bacteria or germs from the dog poop had probably been destroyed.

Therefore, if any of his children could stand to eat the brownies which included just a "little bit of crap" and not be effected by it, then he knew they would also be able to see the movie with "just a little bit of smut" and not be effected.

Of course, none of the teens would eat the brownies and the smug smiles had left their faces. Only Dad was smiling smugly as they left the room. Now when his teenagers ask permission to do something he is opposed to the father just asks, "Would you like me to whip up a batch of my Special brownies?"

So, it isn't the QUANTITY of reasons that will make people act (or hesitate), but the QUALITY of those reasons.

Readers,
Since I published this article, I have had a lot of response. I have added it below. Enjoy your reading. I received this question about the "Ben Franklin Close" and I realized that I made a false assumption.

The reader wrote...

Hal -
I enjoy your newsletters. But I am rather dense at times - or perhaps my info is just not up to snuff - but I don't know what the "Ben Franklin Close" is. Altho' I very much enjoyed the brownie story, it didn't help elucidate for me what the BFC is. Can you enlighten me? Thanks!

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Reader,

It is I who was being dense in assuming that every one of my readers would recognize the "Ben Franklin Close" as it is something that seems to be taught in every old hackneyed sales seminar. It involves dealing with a reluctant prospect by suggesting that the method Ben Franklin used for making decisions would work for him/her. The method is to draw a line down the center of a sheet of paper with a "for" at the top of one column and an "against" (a + or - will work, as well) at the top of the other.

The prospect then lists reasons for acting in the first column and reasons against in the other. Theoretically, the column with the longest list should decide the course of action. The story explains why this logic is flawed.

Thank you so much for asking for clarification. I am certain that there are many others with the same question. In fact, I will post your question anonymously with this response so anyone with the same question will have it answered.

Hal Slater

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Hal
I was taught to use this close as a recruiter. You list all the reasons the candidate should take the job on one side, then SHUT UP for the other side. My last time went like this... (just filled out reasons why)

"Aren't you going to help me here, too?"

"Actually, I don't know why you wouldn't take this, what are the negative reasons for you?"

She blew up at me, recognizing that I was just trying to influence her to get my fee. End of sale, end of client, end of that close.
Peace,
Dan
847-359-7860 (central time)
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Dan Seidman, The Death of 20th Century Selling
http://www.SalesAutopsy.com
Sales Horror Story Library, read 'em and weep (or laugh)
Buy the new book at the website!

For more discussion on this topic, read... When the Ben Franklin Close Works