You’re Selling Nostalgia, Not Antiques


In the mid-1970s, I took my first sales seminar from what was then the biggest sales training organization in North America. There I learned the most useless sales technique I have ever encountered. For decades, this technique was taught as a way to close sales when a customer simply couldn’t make up their mind. (Ever heard the excuse “I want to think about it? This was supposed to fix that.) All the sales experts of the era agreed that the technique worked. It didn’t. The technique was called the “Ben Franklin Close.” Whenever a customer couldn’t make up his or

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