What is the Ben Franklin Close? A Sales Technique Guide

June 27, 2026 21 min read 0 Views

Written by Hadis Mohtasham Marketing Manager

Most sales reps reach for a flashy script when a deal stalls. Honestly, that rarely works on a careful buyer. The Ben Franklin close takes a calmer path instead. It hands the prospect a simple pros and cons list and lets the logic do the talking.

I have used this close for years across startup pitches and consulting deals. In my experience, it shines when a prospect is stuck between yes and no. So let’s break down what the Ben Franklin close is, how it works, and when to skip it.

Key Point	What It Means	Why It Matters
Definition	A pros and cons list that helps a prospect decide	It feels like help, not a hard sell
Origin	Named after Benjamin Franklin’s “Prudential Algebra”	The history adds instant credibility
Core move	You guide while the prospect builds the list	People trust their own conclusions
Best fit	B2C and simple deals; adapt it for complex B2B	Wrong context can feel patronizing
Modern twist	Run it on Zoom, Miro, or a deal room	Remote sales needs a visual upgrade

What is the Ben Franklin Close in Sales?

The Ben Franklin close is a sales technique built on a simple pros and cons list. You and your prospect weigh both sides together to reach a clear decision. You guide the talk, yet the prospect drives the list. As a result, the buyer convinces themselves instead of feeling pushed.

This closing technique is also called the balance sheet close. For instance, a prospect weighs the advantages and disadvantages on a simple T-chart. Then the side with more weight wins. However, the real power sits in the conversation, not the chart.

Here is what makes the Ben Franklin close stand out:

Collaborative: You and the prospect work side by side.
Visual: The list makes a fuzzy choice feel concrete.
Low pressure: The prospect owns the final call.
Honest: You list real cons, not just pros.

In my experience, the honesty piece is what earns the deal. One thing I noticed working with clients is that buyers relax when you name a downside first. So this close builds trust before it ever asks for a signature.

🧠 Fun Fact: The "balance sheet" nickname comes from accounting, where assets sit on one side and liabilities sit on the other.

The Psychology Behind Ben Franklin’s Decision-Making

Benjamin Franklin used this method for his own tough choices. In 1772, he wrote a letter to his friend Joseph Priestley about it. He called the method “Prudential Algebra,” and you can still read the original on the Founders Archives.

His logic was simple. First, list every reason for a choice. Next, list every reason against it. Then cancel out items of equal weight until one side clearly wins.

This works because of how our brains handle choice. For example, a visual list fights choice overload by shrinking a messy decision into two tidy columns. Moreover, writing things down triggers a sense of ownership.

This gentle influence is persuasion selling at its most ethical, guiding the buyer rather than pushing.

🔍 Did You Know? Visuals can boost information retention by up to 65%. So a T-chart does not just organize facts. It also helps the prospect remember why they said yes.

Why Thoroughly Examining Both Sides Builds Trust

Trust grows when you show both sides of the deal. For instance, a rep who hides the cons looks like a salesperson with something to hide. However, a rep who names the cons looks like an advisor.

Naming the downsides like this is pure consultative selling, where you act as an advisor first.

I learned this the hard way when I rushed a close and skipped the cons. The prospect felt cornered and ghosted me for a week. After that, I always invite the cons on purpose.

Examining both sides also surfaces hidden objections. As a result, you can address a worry before it kills the deal. The piece by Ingram’s on what Ben would have said makes a similar point about transparency.

How the Ben Franklin Close Works

The Ben Franklin close works in a clear, repeatable flow. You suggest the pros and cons list, then let the prospect build it. After that, you add value and ask for the decision. For example, the whole thing can take five minutes on a call.

Here is the simple sequence:

Suggest the pros and cons list.
Let the prospect lead the writing.
Add pros they missed.
Ask thoughtful closing questions.
Review the finished list together.

💡 Pro Tip: Pre-load the pros during discovery. If you "breadcrumb" benefits early, the close becomes a recall of the prospect's own words, not a fresh pitch.

Step 1: Present the Idea of Making a Pros-and-Cons List

Start by framing the list as a shared tool. For instance, you might say, “Want to map this out so the choice feels clearer?” That phrasing makes it feel like help, not a trap.

Keep the intro casual and short. Then grab a notepad, a Google Doc, or a shared screen. However, never make it sound like a formal test.

In my experience, the soft ask works best. One time I said “let’s just sketch it” and the prospect leaned right in. So lead with curiosity, not pressure.

Step 2: Offer Guidance, But Let Them Come Up With the List

Let the prospect drive the list for the most part. You can nudge, yet the words should be theirs. As a result, they believe the list because they wrote it.

This is the contrarian heart of the technique. Many guides say the rep should write the pros. However, if the prospect does not write it, they do not truly own it.

💡 Pro Tip: Hand over the pen or the keyboard. On Zoom, give the prospect control of the shared whiteboard. If they type it, they buy it.

I tested both ways across dozens of deals. When I wrote the list, close rates dipped. When the client wrote it, the deal felt settled.

Step 3: Raise Other Valuable Pros They Might Not Have Considered

Now add pros that match the prospect’s pain points. For example, if speed matters to them, mention your fast setup. However, only add benefits they actually care about.

Tie each new pro to something they said earlier. As a result, the addition feels personal, not generic. The HubSpot guide on whether the Ben Franklin close still works stresses this same point about relevance.

One thing I noticed working with clients is that two strong pros beat ten weak ones. So resist the urge to pad the list. Quality wins here.

Step 4: Ask Thoughtful Closing Questions

Transition from the list to the ask with a gentle question. For instance, “Looking at this, what feels like the right next step?” That question hands the decision back to them.

Leading with questions this way echoes the Socratic selling method, where the buyer reasons their own way to yes.

Good closing questions do three things:

They confirm the pros outweigh the cons.
They surface any last objection.
They invite a small, easy yes.

However, do not rush. After you ask, stay quiet. The silence does real work.

🔍 Did You Know? Conversational data from tools like Gong shows that letting silence linger after a question often lifts close rates. So wait time is a quiet superpower.

What to Do After the List is Made

Once the list is done, review it out loud together. First, read the pros. Next, read the cons. Then ask which side feels heavier to them.

Log the outcome in your CRM right away. For instance, note the top pro and the main objection. As a result, your follow-up stays sharp and personal.

I always save a photo or a copy of the chart. Later, I drop it into the deal room as a record. That small habit keeps the momentum alive.

Types of Sales Closes (And How They Compare)

The Ben Franklin close is one of many sales closing techniques. Each close fits a different buyer and moment. For example, some closes assume the sale while others slow it down. So it helps to know how they compare.

Close	How It Works	Best For
Ben Franklin Close	Build a pros and cons list together	Hesitant, analytical buyers
Assumptive Close	Act as if the deal is already done	Warm, ready buyers
Sharp Angle Close	Answer a request with a conditional ask	Buyers asking for a concession
Summary Close	Recap every benefit before the ask	Long, complex deals
Takeaway Close	Remove a feature to spark desire	Buyers who stall too long

The Assumptive Close

The assumptive close acts as if the prospect already said yes. For instance, you ask, “Should we start you on the monthly plan?” That move skips the formal request.

Compare this with the analytical Ben Franklin approach. The assumptive close moves fast, while the balance sheet close slows down. However, speed only works when the buyer is already warm.

In my experience, I mix the two. First, I run the pros and cons list. Then, once the pros win, I shift to assumptive language.

The Sharp Angle Close

The sharp angle close answers a question with a conditional question. For example, a prospect asks for a discount, and you reply, “If I can do that, will you sign today?” That move trades a concession for a commitment.

Contrast this with the pros and cons list. The sharp angle close is quick and transactional. However, the Ben Franklin close is slow and collaborative.

I use the sharp angle close on social media leads who haggle fast. For instance, a LinkedIn prospect pushed on price, so I traded a small perk for a same-day yes. Still, I keep it rare, since overuse feels pushy.

Other Secret Ways to Close a Sales Pitch

There are many other secret ways to close a sales pitch. Each one adds a tool to your sales arsenal. For instance, the puppy dog close lets a buyer try the product first. The piece on “Ben Franklin” and other secret ways to close lists several more.

Here are a few worth knowing:

Puppy Dog Close: Let them try it, then they won’t return it.
Takeaway Close: Remove an option to raise its value.
Summary Close: Recap the wins, then ask.
Question Close: End with a question that assumes the deal.

You can also see how others rank these. For example, the JustCall list of the Ben Franklin close and six more techniques is a handy reference.

Another option worth keeping handy is the alternative close, which offers two yeses instead of a yes-or-no.

Benefits of the Ben Franklin Close

The Ben Franklin close brings clear benefits that other closes miss. For example, it reveals what the prospect truly values. Moreover, it brings hidden cons into the open. As a result, you close with full information.

Here are the main advantages:

It maps the prospect’s real priorities.
You surface objections you can fix.
Trust grows through honesty.
The buyer owns the decision.

Pro: It Lets You Understand Your Prospect’s Values

The pros side of the list shows you what the prospect values most. For instance, if they list “saves time” first, time is their hot button. So you learn their priorities in real time.

This insight shapes your whole follow-up. As a result, you tailor every next message to what matters to them. One thing I noticed working with clients is that the first pro they name is almost always the real driver.

📌 Example: A SaaS prospect once listed "fewer manual reports" as pro number one. So I built the rest of my pitch around reporting, and we closed in two days.

Pro: It Allows You to Address Hidden Obstacles and Reservations

The cons side is where hidden objections finally surface. For example, a prospect may quietly worry about setup time. However, the list gives them a safe place to say it.

This is a contrarian truth about the technique. The cons list is often more valuable than the pros list. Why? Because it forces out the reservations a buyer has been holding back.

I treat every con as a gift. First, I thank them for naming it. Then I solve it on the spot or note it for the deal room. As a result, objections become stepping stones, not walls.

Treating every con this way turns the close into a simple objection handling framework you run live.

Strategies for Getting the Ben Franklin Close to Work

Some smart strategies make the Ben Franklin close far more effective. For instance, framing changes everything. Moreover, you need to tailor the talk to the buyer. So let’s cover the tactics that move the needle.

Strategies for Effective Ben Franklin Close

It’s All About Framing

Frame the exercise as joint problem-solving, not a pitch. For example, say, “Let’s figure this out together.” That framing lowers the prospect’s guard.

If you frame it as a sales trick, trust breaks fast. However, if you frame it as honest help, the prospect leans in. The team at Lepaya on the Ben Franklin sales technique for advanced reps echoes this framing advice.

Framing it as honest help nudges this toward consultative closing, where you advise rather than pressure.

💡 Pro Tip: Position the whole thing as "decision enablement," not closing. Modern buyers are smart, so help them decide rather than trap them.

Consider the Customer’s Unique Needs

You need to tailor the close to each customer’s context. For instance, a startup founder cares about speed and cost. However, an enterprise buyer cares about risk and integrations.

Match the list to the buyer persona in front of you. As a result, the pros feel custom, not canned. The breakdown on Breakcold’s guide to the Ben Franklin close covers persona fit well.

In my experience, industry shapes the tone too. For example, I keep it playful with agencies and formal with finance teams. So read the room before you draw the chart.

Train Your Sales Mindset

This close demands patience and real listening. For instance, you must let the prospect think without jumping in. However, most reps rush and ruin the moment.

Train these three habits:

Active listening: Note their exact words.
Patience: Let silence sit after questions.
Restraint: Add pros sparingly, not constantly.

I built this mindset over many calls. A mistake I made early on was talking over the silence. Once I learned to wait, my close rate climbed.

Tools: The Ben Franklin Close Template

A simple template makes the Ben Franklin close easy to run. For instance, a clean T-chart keeps both sides organized. Moreover, the right tool fits the channel, whether in person or remote. So pick your format before the call.

Here are tools that work well:

In person: A notepad or a whiteboard.
Zoom: Miro or FigJam for a shared whiteboard.
Async: A Google Doc or a deal room like Aligned or Dock.

How to Structure Your Pros and Cons T-Chart

Structure your T-chart with two clear columns. On the left, write the pros. On the right, write the cons. Then weigh each side together.

Pros (Reasons to Buy)	Cons (Reservations)
Saves time on manual work	Setup takes a week
Cuts costs within a quarter	New tool to learn
Improves team reporting	Budget approval needed
Fits the current CRM	Timing feels tight

💡 Pro Tip: Use a "containment strategy" for the cons. If a prospect raises four price worries, group them into one bullet called "Budget." As a result, the cons list looks short next to the pros.

Remote sellers have a real edge here. For example, a digital whiteboard lets both people type at once. So the remote Ben Franklin close can feel even more collaborative than the desk version.

Metrics: Is the Ben Franklin Sales Technique Still Effective?

The Ben Franklin sales technique still works, but its fit depends on the deal. For instance, it shines in B2C and simple sales. However, it needs heavy adaptation for complex B2B. So the honest answer is “yes, with conditions.”

Buyers in 2026 are sharper than ever. As a result, an obviously inflated pros list backfires. The smart move is to keep the list honest and buyer-led.

🔍 Did You Know? Conversational intelligence studies suggest collaborative objection handling beats aggressive "hard closes." The Ben Franklin close mimics that collaborative style, which helps explain its staying power.

Measuring Close Rates and Success

Track your close rates when you use pros and cons lists versus other closes. For example, tag each deal in your CRM by the close you used. Then compare win rates over a quarter.

Watch these metrics:

Win rate by close type: Which method seals more deals?
Sales cycle length: Does the list speed things up?
Objection resolution: How many cons did you solve?

In my experience, the data tells the real story. When I tagged closes for three months, the Ben Franklin method led on hesitant buyers. The Gartner sales insights hub offers more on measuring modern buyer behavior.

Examples of the Ben Franklin Close in Action

Real examples show how the Ben Franklin close adapts to context. For instance, a startup uses it one way and a consultant uses it another. However, the core list stays the same. So let’s walk through a few scenarios.

Example in a Startup Context

A startup founder can use this close to win early adopters and investors. For example, they list pros like “first-mover access” and cons like “early bugs.” As a result, the prospect sees the trade clearly.

I once coached a founder through this with a pilot customer. First, we listed the real risks out loud. Then the honesty won a signed pilot the same week.

📌 Example: A seed-stage founder closed an early adopter by openly listing "product still maturing" as a con. The candor, oddly, sealed the deal.

Example in a Consulting Context

Consultants use the Ben Franklin close to guide clients through complex choices. For instance, you map the pros and cons of two strategic paths. However, you let the client weigh them.

This builds buy-in for the recommendation. As a result, the client owns the decision, not just the consultant. One thing I noticed working with clients is that they defend choices they helped build.

I ran this with a client choosing between two markets. We listed pros and cons for each on a shared doc. The client picked confidently, and the project moved fast.

Example in a Digital Marketing Agency Context

Agencies close retainers by weighing the cost of inaction. For example, a pro might be “steady lead flow,” while a con of waiting is “lost market share.” However, the inaction cost is the real hook.

When the cost of waiting is the hook, you edge into urgency close territory, so keep it honest.

I used this to save a wobbling retainer once. First, we listed the cost of pausing campaigns. Then the prospect saw that doing nothing was the riskiest option.

💡 Pro Tip: Always add "the cost of inaction" as a quiet pro. Many prospects forget that "do nothing" carries its own price.

Example Using Analogies

Analogies help explain the value when the product feels abstract. For instance, you might say, “Think of this like insurance for your pipeline.” That picture makes the benefit easy to grasp.

A good analogy lands faster than a spec sheet. As a result, the prospect feels the value, not just reads it. So keep a few simple comparisons ready.

📌 Example: Selling a CRM, I compared it to a shared kitchen where everyone finds the same ingredients. The prospect laughed, then added it as a pro.

Best Practices for Advanced Sellers

Advanced sellers refine the Ben Franklin close with subtle skill. For instance, they guide without forcing. Moreover, they time the close to clear buying signals. So let’s cover the expert-level habits.

Guiding Without Forcing the Decision

Master the art of gentle influence during the listing process. For example, you suggest a pro, then pause. However, you never argue a con off the list.

If you push too hard, the prospect feels manipulated. As a result, trust collapses and the deal stalls. So nudge softly and let them lead.

That give-and-take over the list is really consultative negotiation, where both sides shape the outcome together.

I learned restraint the hard way. A mistake I made early on was deleting a prospect’s con. They noticed, and the deal cooled instantly.

Timing the Close Perfectly

Read the buying signals that say it’s time for this close. For instance, a prospect who asks about pricing or onboarding is close to ready. However, a prospect still in research mode is not.

Watch for these signals:

They ask about implementation steps.
They mention specific use cases.
They loop in another stakeholder.

For modern B2B, this close can become a living document. For example, the pros and cons can live in a deal room as a Mutual Action Plan. As a result, the close runs asynchronously across many stakeholders.

💡 Pro Tip: Arm your internal "champion" with the list. If the real decision-maker is the CFO, help your champion carry the pros and cons up the chain.

Common Mistakes to Avoid

A few common mistakes can break the Ben Franklin close fast. For instance, a runaway cons list sinks the mood. Moreover, weak pros can read as cons. So watch for these traps.

Cons: Shining a Light on Overwhelming Negatives

Avoid letting the cons list grow too long. For example, if the cons stack up, the prospect feels the deal is risky. However, you can manage this with the containment strategy.

Group related cons into one bullet. As a result, four worries become one tidy point. So the visual balance still favors the pros.

I once let a cons list run to seven items. The prospect stared at it and pulled back. After that, I always chunk objections.

Cons: Presenting Pros That Read as Cons

Make sure your added pros don’t accidentally expose a limitation. For instance, “easy to learn” can hint the tool is too basic. However, careful wording fixes this.

Frame each pro around the buyer’s gain. For example, say “ready in days” instead of “simple setup.” As a result, the benefit lands without a hidden flaw.

One thing I noticed working with clients is that vague pros plant doubt. So choose specific, benefit-led words every time. The Automotive Sales Coach guide to the Ben Franklin close for car sales shows clean examples of this wording.

Frequently Asked Questions (FAQ)

Below are quick answers to the most common questions about this sales methodology. For instance, many people ask about the name and the steps. So let’s clear up the top three.

Why is it called the Ben Franklin close?

It is called the Ben Franklin close because Benjamin Franklin used a pros and cons list to make tough decisions. In 1772, he described the method in a letter to Joseph Priestley. He named it “Prudential Algebra.”

The name stuck because the approach matched his logical, analytical reputation. For instance, the Transformation Academy lesson on the balance sheet closing traces the same origin. So the history gives the technique real credibility.

What is the Ben Franklin closing method?

The Ben Franklin closing method is a sales technique where you and the prospect build a pros and cons list to reach a decision. You guide the talk, while the prospect writes the list. As a result, the buyer reaches a confident yes on their own.

The method also doubles as a discovery tool. For example, the cons reveal hidden objections you can solve. So it closes deals and uncovers insight at the same time.

What are the 5 types of closing?

The five core closing techniques are the Ben Franklin close, the assumptive close, the sharp angle close, the summary close, and the takeaway close. Each one fits a different buyer and moment. So smart reps learn all five.

Here is a quick recap: