The Ben Franklin Close: The Decision-Making Shortcut That Sells.
How a Simple T-Chart Can Turn Hesitant Prospects into Confident Buyers.
Introduction
The Ben Franklin Close is a classic sales technique that helps prospects logically work through their hesitation by listing pros and cons. Inspired by Benjamin Franklin's decision-making method, this technique visually lays out the logic of a purchase, reinforcing the reasons to buy while reducing uncertainty.
If you’ve ever faced a prospect who seems stuck in indecision, this is for you. Whether you're in direct sales, high-ticket closing, or retail, mastering this technique will help you guide hesitant buyers toward a confident yes.
I promise to explain exactly how to use the Ben Franklin Close effectively, with actionable steps and real-world examples. This method has stood the test of time for a reason it works. If you apply it correctly, you’ll see an increase in conversions and buyer confidence.
Why It Works
When Franklin faced tough decisions, he would draw a line down the middle of a paper writing Reasons For on one side and Ideas Opposed on the other. This process helped him think clearly and make rational decisions. In sales, this method allows prospects to see the logic behind their purchase, reinforcing their confidence and reducing buyer’s remorse.
Real-Life Example
A car salesperson once had a prospect debating between two vehicles. Instead of pushing the sale, the rep pulled out a notepad, drew a line, and listed the pros and cons of each car. Once the prospect saw the benefits in writing, the decision became clear. He confidently chose the car that best met his needs and left the dealership with no hesitation.
Actionable Steps to Apply This Close
Grab a pen and paper – Draw a simple T-chart.
Ask the prospect for their thoughts – “Let’s break this down together. What are the reasons you see for moving forward with this?” Write their answers under Reasons For.
List their hesitations – Prompt them: “What’s holding you back?” Write these under Ideas Opposed.
Tip the scale in their favor – Address any cons by providing reassurance, additional benefits, or solutions.
Summarize and close – Review their reasoning and ask, “Looking at this, what makes the most sense for you?”
The Key Takeaways
The Ben Franklin Close simplifies decisions by making logic visible.
Prospects feel more confident when they see their reasoning written out.
Summarizing their points helps reduce hesitation and reinforce commitment.
Use this method to turn uncertainty into clarity and increase your sales success.