The Question is... When Does the Ben Franklin
Close Work?
by Hal Slater
I have to admit I was more than a little surprised at the response
to what I thought was a "cute little story".
I inadvertently implied that I opposed the concept of the Ben Franklin Close
and in challenging such a revered institution, I unleashed a torrent of response.
Not all bad, we are now talking. Let's keep it up. Here is what the readers
had to say about Ben's Close.
* * * * *
Yup,
Had no idea what that close meant and was curious if I did it without knowing
the name of it.
* * * * *
I met the first person to take home one million dollars in commissions in residential
real estate in 1984. He would have given you the shirt off his back. He also
spoke broken English as he was only in the country two years.
The Ben Franklin was one of his best....
* * * * *
I got my first college degree, with a major in Industrial Sales, in 1955. The
"Ben Franklin Close" was taught back then. After I graduated, my first
job was selling fork lift trucks, and I frequently used the Ben Franklin Close
until I realized that it seldom worked. For over 45 years, I have known that
it doesn't work. Most salespeople know it doesn't work.
* * * * *
Salespeople too often get a bad rap. Good salespeople draw accusations of possessing
Svengali-like hypnotist abilities to make others do their will when, in reality,
there's no such thing. Just as often, these discussions turn to magic methods,
or dog-and-pony trick closes, that compel prospects to buy against their better
judgment... such as the Ben Franklin close. Also not true.
They are useful tools for reaching resolution, nothing more. Plumbers
need wrenches, salespeople need tools, too.
* * * * *
Actually, the way this "Close" is most effective is to smoke out the
true objection of why the prospect does not buy. I have used it on several occasions
when a prospect would not give the true reason for not buying.
At the end of each one, the prospect gave me a smile suggesting
that "This is really hokey." and then proceeded to tell me the true
objection so we could work out a way for the prospect to get the product I was
selling.
* * * * *
What caused this fit of laughter was not the post itself, but remembering a
passage from "Catch 22." If anyone wants to know why the Ben Franklin
Close doesn't always work they don't have to look further than Catch 22. In
it, Colonel Cathcart is doing a Ben Franklin Close exercise, (not to sell anything
but to check out how well he is doing) and being more creative than Ben, labels
his columns 'Feathers in My Cap!' and 'Black Eyes!'.
Under 'Black Eyes' he writes "Chaplain (hanging around officers' club every night)" as this irritates him. However, on afterthought, deciding to be charitable to the chaplain and realizing this may be popular with the boys, under 'Feathers in My Cap!' he adds "Chaplain (hanging around officers' club every night)."
Mighty difficult for this exercise to succeed if the same entries
somehow find their way on to both sides of the column, eh?
* * * * *
The only problem is, logic does not sell. To give Ben his due, substitute features
with benefits and, with a little logic thrown in, this approach just might work.
* * * * *
The Ben Franklin Close makes sense when it's used at the right time and for
the right reason. It provides rational, objective, factual support for our appeal
to their emotions and removes or reduces perceived risk -- and the fear that
risk creates.
Fear of loss is why most people don't buy. Unless they simply don't have a genuine
need for what we're selling.
Using the Ben Franklin Close at the wrong time, for the wrong reason, makes no sense at all. It simply won't work -- just like any other technique. The real skill lies in knowing when and how to use it properly... and why.
Besides, if it wasn't good, it would not be around for so long
* * * * *
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
Dan Seidman, The Death of 20th Century Selling
http://www.SalesAutopsy.com