Prolific author and sales expert Jeffrey Gitomer describes“The Benjamin Franklin Close” as a classic technique that salespeople have long used to close sales. American revolutionary, scholar and inventor Ben Franklin used this method to weigh the pluses and minuses of a potential course of action. To adapt it, a salesperson, with the prospect’s help, uses one side of a piece of paper to list the benefits a product delivers. The salesperson then asks the prospect to write the product’s negatives on the other side. Invariably, the positives outweigh the negatives. Gitomer updates this technique astutely by teaching salespeople to use it to plan powerful sales presentations prior to meeting with prospects. In this valuable and impressive manual for sales professionals, Gitomer offers many salient strategies to boost your sales. He also includes a couple of silly ideas that seem a little incongruous in this otherwise valuable, impressive manual for sales professionals.
About the Author
Jeffrey Gitomer wrote the bestsellers The Sales Bible, The Little Red Book of Selling and The Little Book of Leadership, among others. He consults with major corporations and writes a weekly “Sales Moves” column.