"As you know, Rob, we Americans have long considered Benjamin Franklin one of our wisest men. Whenever 'Ben' found himself facing an important decision, such as the one you face today, he felt pretty much the same way you do about it. If it was the right thing to do, he wanted to be sure to do it. If it was the wrong thing to do, he wanted to be sure and avoid it. Isn't that about the way you feel right now?(Wait for a response.)
"Here is what Ben used to do. He would take a sheet of plain paper, and draw a line down the middle, and a line across the top."
(Demonstrate.)
"On the left side, he wrote YES, and on the right side, he wrote NO. He would list all the reasons favoring the decisions on the left side, and on the right side all the reasons against. Then he simply counted the items on each side and made his decision.
"Why don't we try the same procedure and see what happens? On the left side, let's list all the advantages favoring your decision to begin your plan as I have recommended. On the right, we'll list all the disadvantages."(Write advantages and disadvantages in their columns.)
"Let's see how many advantages we can list. What are some of the advantages you see?"
(If your prospect has difficulty, make each suggestion with, "How about...")
"Now, Rob, let's list all the disadvantages."
(Sit quietly. Let your prospect mention any disadvantages. Clarify questions that arise.)
"Okay, let's count. The answer is obvious, isn't it?
"Do you want to begin monthly bank draft premiums, or would you feel more comfortable with an annual premium?"
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