Salesperson eloquence skills training

Chapter 59: The Franklin Method of Closing

"Eloquence Book"

Customer: "Why do you ask me to write these things, anyway, I decided not to buy..."

Salesperson: "Then you can first write down the reasons you think you don't buy here, so that I can know more clearly the real reasons why you don't buy. After you write them down, you can further clarify these reasons, and then decide Do they actually cause you to be willing to give up buying our company's products."

Analyzing the Franklin Closing Method is a useful way to make a purchase or non-purchase judgment by comparing reasons for buying with reasons for refusing to buy.Before performing the Franklin closing method, the salesperson should win the trust of the customer through his positive performance and sincere attitude, so that the customer agrees to your request and fills in various conditions before making a judgment.

(1) Introduction to the Franklin Closing Method

What is the Franklin method of closing?This kind of closing technique is that in the sales process, the salesman persuades the customer, draws a line on a piece of paper, and then asks the customer to write down the reasons why they are willing to buy the product in one column, and write down the reasons why they are not willing to buy the product in another column. column.Afterwards, the salesperson launched sales activities in a targeted manner according to the two situations, and finally persuaded the customer to make a transaction decision.

The reason why it is called Franklin's closing method is that it was first created by Franklin, a rich man in the United States. Decide whether something should be done.With Franklin's great commercial success, his method has been applied to more fields, so this method is named after him.

(2) It can be used with the cooperation of customers

Salesperson: "I have drawn a line of money on this piece of paper. Please write the reasons why you are willing to buy and why you are not willing to buy on both sides of this line, okay?"

Customer: "There are so many reasons, I don't have time to talk to you about this thing, I just don't want to buy this product."

The real purpose of the Franklin closing method is to guide customers to state the reasons why they are willing to buy and refuse to buy, and when the customers say these reasons, the salesperson needs to use other closing methods to achieve the deal.This method can help the salesperson grasp the various real ideas of the customers, and can also enhance the information and emotional interaction between the salesperson and the customer.

But the biggest disadvantage of this method is that the salesperson must persuade the customer to participate.Not all customers are willing to accept the salesperson's arrangement for them. They may be purely resistant to sales, so they are not willing to spend time and energy to fill in these specific reasons.

Therefore, for the salesperson, the premise of using this method is to persuade the customer to cooperate with you, and then guide the customer to make a transaction decision step by step on this basis.

(3) Sincerely ask customers to cooperate

Before using this method, the salesperson should first gain the trust of the customer, and then tell the customer that you help them analyze the actual advantages and disadvantages for them in making a decision whether to make a deal. For the sake of the interests of customers; if the result of the analysis is that the advantages outweigh the disadvantages, then the customers can make their own decisions.For the questions raised by customers who refuse to fill in, the salesperson should solve them one by one according to the specific reasons of the customers.

The customer may cooperate with you to fill in, but he may only write some demonstrative reasons, and more and more important information is often not fully stated.At this time, the salesperson should actively guide the customer, don't be too impatient, and use as many suggestive language as possible.Such as: "Is this the whole reason for your refusal? Are there any other reasons?" "You wrote that you don't want to buy, so are you willing to write why you don't want to buy?" "Do you think there are other reasons besides... What are the problems?"

(4) Analyze with customers

After the customer writes down their reasons for support and objections, the salesperson needs to conduct a specific and in-depth analysis of the reasons and opinions put forward by the customer.At this time, the salesperson should pay attention that the analysis process is a process of interactive communication with the customer, which is conducive to good information feedback.And, analyze with customers, they are more likely to be persuaded by you.

When analyzing with the customer, the salesperson should intentionally strengthen the customer's purchase reasons and effectively resolve the customer's specific objections.In the process of analysis, ask the customer a few more "why". Many times, the reason for the customer's rejection is not clear to them themselves. When they can't explain it, these reasons will be self-defeating.

Eloquence
The premise of the Franklin closing method is that you must ensure that the customer is willing to spend time with you, and then you can launch a new round of sales activities in a targeted manner.

Franklin's closing method is suitable for analysis before closing, but whether to close or not is still a matter for the customer to decide.

Before using the Franklin closing method, the cooperation of the customer must be obtained, otherwise it cannot be carried out.

The process of analysis is the process of interacting with customers, otherwise it will be invalid.

(End of this chapter)