Guideline002 - Guidelines for Getting Commitment

Marketing can be viewed as preparing the environment (or group) for gaining commitment or decision making. A sale is the achievement of that commitment or a decision. The following selling techniques can be used to get commitment.

Ben Franklin Close (modified T-Chart)

1. On a white board or on easel paper draw a line down the middle. Write "Yes" on one side and "No" on the other. Write the decision statement at the top.

2. Collect all "Yes" factors and accentuate the positives or benefits.

3. List all the "No" factors.

4. Total up each side and say something like, "When we weigh the facts, the wise decision is obvious, isn't it?"

An example shows that a modified T-chart can be used for the Ben Franklin close.

Example of Ben Franklin Close (Modified T-Chart)




Bridging to Overcome Mistakes

1. Admit the mistake. Summarize the items agreed to already. Ask a closed question.

2. Ask a lead-in question.

3. Resume presentation and discussion.


Can We Live With This?

1. State the proposed solution or decision.

2. Poll each participant round robin style asking the question.

3. Tally the responses and state the final decision.

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