As promised… this week it’s the Ben Franklin Close with a Twist… Part 2.
Last week we cleaned out the cobwebs with the well known Ben Franklin Pros and Cons Close.
You had a few assignments… how did it go using the pros/cons list with solving one of your own problems?
How did it go with your 15 minute bite sized refresher with your reps?
Oh, if you don’t know what I’m talking about or you’ve misplaced last week’s tip and need it again… click here..
Alight now, as promised… Ben Franklin With a Twist..
The Buying Criteria Close
This time draw the line down the paper.
Title the left column Needs or Goals or Outcomes Desired.
On the right side you have a choice… leave this column untitled… or put your company name or the word solution. Judge naming this column based on your customers buying style and your relationship with them.
Together recap… and this is important… as you scribe the list of needs… allow your customer to actively participate in stating aloud their needs. When it’s their words, they own it. When it’s your words (even paraphrasing from them)… you own it.
Once the NEEDS list is completed.. select the product benefit which satisfies the need and list this in the right side column.
Now verbally take the benefit and put it on steroids.
Meaning… don’t stop with the obvious… “You want a sporty car… this car is red, with a convertible which gives you the sporty look you want”. That’s obvious, instead…
“The look and sporty feel of this car just makes others go ‘whoaaa’ whenever they see it which makes you feel amazing. It’s fun, the kind of fun when there’s nothing better than being out in the elements while still being in your car…the wind in your hair, the sun on your face, the smell of nature instead of the chill of air conditioning. When you have a convertible you’ll look for opportunities to drive; a beautiful day is amplified by a nice drive in your drop-top.”
Now Ben Franklin, in all of his wisdom, gave you and your reps two great tips and tools to continue showcasing you are the right choice, because when you collaborate and engage YOU are the strategic business partner people want to buy from.
Get twisting and let me know how this goes!