Review of Very Little but Very Powerful Book on Closing

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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 BibleThe 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.


Sales Questions

Many salespeople make excuses when they fail to complete a sale. But the ultimate sales reality, according to prolific author and sales expert Jeffrey Gitomer, is that you are responsible for whether you earn sales – and no one else. If you don’t make a sale, Gitomer says, acknowledge the reasons you fell short: Perhaps you didn’t establish sufficient need or create sufficient urgency. You didn’t properly explain the benefits of your offering. You didn’t get the prospect to trust you. You didn’t project confidence in yourself and your product. Perhaps you also didn’t discover the prospect’s most basic objection or determine a solution to overcome it.

Gitomer cites other essential considerations, including the need to know how to deal with prospects who constantly put you off. What should you do if your prospect tells you to call back in a few days, a few weeks or a few months? What should you do if your prospect can’t or won’t make a decision? Ask prospects who are sitting “on the fence” a series of questions to determine the root of their hesitancy. Gitomer says your questions should uncover the prospect’s objections and concerns. As you investigate the objections, understand that they’re likely not objections at all. Often, they are stalling tactics, blockages or risk-aversion. Some of these problems actually exist, but with some others, Gitomer asserts, your prospect only thinks they exist. 

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