Page 79 - Bristol 10 Steps 3-in-1

THE BEN FRANKLIN CLOSE
This Close is used when the Customer seems incapable of making a decision.
“Mr. Jones, I understand that sometimes it can be difficult to make a decision because sometimes you can get so much information that can actually confuse you.”
“In fact, when I’m in this type of situation, I use a method called the fact weighing scale approach. Here is how it works: First we draw a scale. On the left side we put reasons you feel it makes good sense to go ahead. On the right, reason you feel you are against it. When we are finished the decision will be weighed.”
“Let’s try it okay?” (Go for a minimum of 6 reason for buying) “Now, what are the weights against?” (Don’t help on the right side)
“Let’s see what we’ve got. On the left side, six heavy reasons for, on the right side, only two against. So the answer is obvious isn’t it? By the way, I know you will be happy that we took the time to do what you wanted to do, which was weigh the facts!”
THE PRICE VS. COST CLOSE
“Mr. Jones, many companies can beat us on price.
But no one can beat us on cost.”Price is a one time thing. You are only interested in price once. That
is fine when you first buy. Cost is something that
goes on forever. Have you ever not paid enough for
a product, and then have the product not do what it was supposed to do. If you don’t pay enough and the product doesn’t do what it was meant to do, how much have you saved? Nothing. In fact worse than nothing, you actually wasted your money and ended up paying twice.
Doesn’t it make sense to spend a little bit more
initially and get the performance you really want? If a product does what it is meant to do and last longer, in the long run it doesn’t cost more but it actually cost less, doesn’t it?
STEP 9 - CLOSING SEQUENCES
Yes, many companies
beat us on initial price,
but no one beats us on cost. Now, that is what you really want, isn’t it?
End of Closing Sequence
Knowledge Is A Valuable Tool!
The sale is the natural conclusion to the successful completion of these ten steps.
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