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Increase Your Sales Using The Ben Franklin Effect |  September 30, 2015 (0 comments)


Merrick, NY--Ben Franklin might not be the first name that comes to mind when you think of outstanding salespeople. And while he’s certainly not best known for his sales talk, Franklin had a pretty good grip on people and how they interact.

The effect derives from this Franklin quote: “"He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged.”

The point? If you do a favor for a person, you tend to like them better.

While that’s not intuitive, it is true. It’s been mentioned that this effect works because “we justify our actions to ourselves that we did them a favor because we liked them.” There’s a lot of psychology around this, but let’s focus on the sales aspect.

The ‘Ben Franklin Effect’ could have an effect on your sales. Wouldn’t your on-the-fence customers buy if they liked you better?

Or maybe your regular sales tactics are not working on a customer? Trying asking him/her for a favor and increase your likability. In the context of a sale, ask them to do you a favor and share the best product benefits of the platinum ring that they are viewing. Or in conversation, to share their favorite restaurant or doctor’s referral. Ask for something easy and leave the favor un-repaid. It will increase your ability to receive the client’s favor in the future.

Here’s the backstory of Franklin doing his favor – on purpose. From this Huffington Post article:

In 1737, while running for reappointment as Clerk in Philadelphia's General Assembly, a wealthy and influential new member passionately argued (unsuccessfully) for a different candidate. Franklin wanted this new member's advocacy for himself, so, upon learning that the new member possessed a rare book collection, Franklin asked to borrow one of his most valuable books. The new member obliged, and Franklin read and returned the book a week later with a note acknowledging the favor, but nothing else.

Upon seeing each other at the next meeting, the new member initiated a conversation with Franklin for the first time and offered his assistance on any future occasion. He honored this promise until his death, prompting Franklin to acknowledge the truth of an old maxim he had heard: "He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged." In social psychology, this concept is now called the Ben Franklin Effect.

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