Ben Franklin Close

I really don’t think either of you ought to make a decision, and the reason I say that is because you are emotionally involved.  And when you are emotionally involved, that is no time to make decisions.  Could I be so bold as to suggest that we let the facts make the decision, and you get entirely out of it?  That way you will know it’s a logical, reasonable, and an intelligent decision.  Now, here is what I mean.  Ben Franklin was a wise man and he said that any time he was confronted with a decision that he was having difficulty with, he would take a sheet of paper, draw a line down the middle, put “yes” on the left side and “no” on the other side.  So let’s look at the decision you are faced with.

First of all, could I ask you if you like the program?  Okay, that is the first reason, you like it.  Now, what would be the second reason?

(Now you and the prospect start working on the reasons why they should decide yes.  Talk about the five features.  Also, as you list the reasons, do not number them.  So you come up with half a dozen reasons why they should go ahead with the policy.)

Examples:

Pay you $100,000 in case you were to pass away

Pays you $1,300 in case of a disability

Covers any death, except suicide in first two years

Etc.

Now there are some reasons why you should not go ahead this evening.  Now the first reason you should not..

(And then you repeat back to them the first major objection that they’ve been shooting at you.  By bringing it up first, you take the sting out of it.  Now, you be quiet and let them bring up the other reasons for “No”.  Then you number them.  If the objection is that they want to think about it, do not put that down as the first no – because that is the whole reason for the close.  If they don’t come up with a reason, say “Of course one disadvantage is that it is not free.”  The reasons yes are 1, 2, 3, 4…..9 and the reasons no are 1,2,and 3.  Then put a 9 next to yes and a 3 next to no, smile and say.)

Jim, if every person I dealt with took such an intelligent approach as you have taken, my job would be even easier and more fun.

Now Assume the Sale