HubSpot Guide to the Ben Franklin Close

The Ben Franklin close is a classic decision-making technique you can adapt using a HubSpot-style, consultative approach to help prospects weigh their options and move forward confidently. By guiding buyers through a simple pros and cons list, you turn a stressful decision into a structured conversation.

This article explains what the Ben Franklin close is, when to use it, and how to run the entire process step-by-step in a modern, value-focused sales motion.

What Is the Ben Franklin Close in HubSpot-Inspired Sales?

The Ben Franklin close is a closing technique where you help a prospect list the positive and negative aspects of moving ahead with your solution versus staying with the status quo or choosing a competitor.

Instead of pushing for a signature, you act as an advisor. You create a simple list, ask thoughtful questions, and let the prospect see, in their own words, why moving forward makes sense.

This mirrors a HubSpot-style inbound sales philosophy: educate, guide, and empower the buyer rather than pressure them.

When to Use the Ben Franklin Close in a HubSpot Framework

The Ben Franklin close works best when a prospect is close to a decision but still hesitating. Common scenarios include:

The prospect is comparing you with one or two other vendors.
They understand your value but are nervous about change.
Multiple stakeholders are involved and need a simple way to align.
You sense that fear, not facts, is holding them back.

In a HubSpot-like sales process, this typically happens late in the consideration or decision stage, once discovery, demo, and value mapping are already complete.

How to Prepare for the Ben Franklin Close

Preparation makes this method feel natural, not manipulative. Before using a Ben Franklin close, make sure you have:

A clear understanding of the prospect’s goals and pain points.
Agreement on the value your solution can deliver.
Knowledge of any competing options they are considering.
Strong rapport and permission to discuss concerns openly.

This level of preparation aligns with how a HubSpot-trained rep would run discovery and qualification: with curiosity, active listening, and clear documentation of business impact.

Step-by-Step: Running the Ben Franklin Close the HubSpot Way

Follow these steps to guide a prospect through the Ben Franklin close while staying consultative and customer-centric.

Step 1: Ask Permission to Use the Ben Franklin Close

First, get buy-in. You want the prospect to see this as a helpful exercise, not a sales trick. You might say:

“Would it be helpful if we listed out the main pros and cons together so you can see everything on one page?”
“One thing that’s helped other leaders in your position is a simple side-by-side comparison. Open to trying that?”

Requesting permission keeps the conversation aligned with an inbound, HubSpot-like approach that respects the buyer’s autonomy.

Step 2: Draw the Simple Ben Franklin Chart

Next, outline a basic chart on a shared screen, whiteboard, or document:

Draw a vertical line down the middle.
Label the left side “Pros of Moving Forward.”
Label the right side “Cons or Concerns.”

Explain that you will fill in both sides together. Transparency is essential; a core principle also found in HubSpot’s educational resources.

Step 3: Fill in the Pros with the Prospect’s Own Words

Start with the positive side, but let the prospect lead. Ask targeted questions such as:

“What outcomes matter most if you move ahead?”
“What benefits have stood out to you so far?”
“How would this impact your team’s daily work?”

As they answer, write down short, concrete items in their own language. Common examples include:

Reduced manual work or time savings.
Higher revenue or conversion rates.
Better reporting and visibility.
Improved customer or user experience.

This mirrors how a HubSpot-style sales process connects features to specific, measurable value that the prospect has already acknowledged.

Step 4: Invite and Capture the Cons and Concerns

Now move to the right side of the chart. Your goal is to surface every real concern so nothing remains hidden. Prompt with questions like:

“What worries you about moving forward?”
“Where do you still feel uncertainty?”
“What risks do you see if we implement this?”

Write each concern down without judgment. Typical cons might include:

Budget limitations or cash flow timing.
Implementation time and internal resources.
User adoption and training effort.
Integration with existing systems.

By documenting these concerns, you create a clear agenda for the rest of the call, much like a well-structured discovery or follow-up meeting in a HubSpot sales sequence.

Step 5: Address Each Concern Systematically

Once both columns are filled, review every item on the “Cons or Concerns” side one by one. For each concern:

Clarify the issue: “Can you tell me more about what specifically worries you about implementation time?”
Offer context or data: “Most teams we work with launch in four to six weeks, with a defined onboarding plan.”
Present options or compromises: “We can start with a smaller pilot team to reduce risk before full rollout.”

Your goal is not to dismiss concerns but to reduce perceived risk with clear plans, examples, or phased approaches. This is consistent with a HubSpot-style focus on solving for the customer instead of winning a single deal at all costs.

Step 6: Compare the Overall Weight of Pros and Cons

After addressing each concern, step back and look at the entire list with the prospect. Ask reflective questions:

“Looking at everything here, which side feels stronger to you right now?”
“If you imagine six or twelve months from now, which side will matter more to your business?”
“Are there any cons here that still feel like deal-breakers?”

Often, the prospect will realize that the long-term benefits outweigh the short-term challenges. Because the list is in their own words, the conclusion feels self-driven rather than imposed.

Step 7: Ask for a Clear, Low-Pressure Next Step

Finally, tie the exercise to a specific next step. Depending on the situation, you might say:

“Based on what we’ve outlined, would it make sense to move ahead with the agreement this week?”
“Would a limited pilot be a good way to capture the key benefits while keeping risk low?”
“Should we bring your finance lead into a quick call to finalize budget details?”

Align the ask with the prospect’s stage, just as you would align a call-to-action in a HubSpot-powered marketing and sales funnel.

Best Practices to Make the Ben Franklin Close Effective

To keep this technique ethical, effective, and in line with modern sales expectations, follow these best practices.

Stay Neutral and Curious

Act more like a consultant than a closer. Ask open-ended questions, listen deeply, and capture what the prospect actually says instead of steering every point toward a sale.

Use Data and Stories, Not Pressure

When addressing concerns, lean on case studies, benchmarks, and real customer stories. Share how similar companies navigated comparable risks and what results they achieved over time.

Respect a “No” When It’s the Right Outcome

Sometimes, the Ben Franklin close reveals that staying with the status quo is, in fact, the best short-term move for the prospect. Honor that outcome. This attitude of long-term trust-building is central to how HubSpot promotes inbound selling.

Common Mistakes with the Ben Franklin Close

Avoid these pitfalls that can undermine the technique:

Rushing into the close before clear value is established.
Filling in the pros yourself without the prospect’s input.
Downplaying legitimate risks or constraints.
Turning the exercise into a scripted pitch instead of a real conversation.

Used correctly, the method should feel like a shared problem-solving session, not a rigid template.

Additional Resources for Improving Your Close Rate

To strengthen your closing motion and better align marketing and sales, consider exploring specialized sales enablement training or consulting. For tailored help with conversion strategy, SEO, and CRM optimization, you can visit Consultevo for additional resources.

If you’d like to see the original explanation of the Ben Franklin close that inspired this guide, review the reference article on the HubSpot blog here: Ben Franklin Close Overview.

Putting the Ben Franklin Close into Daily Practice

Integrate this technique into your standard playbook so it becomes a natural part of how you sell:

Add a Ben Franklin close step to your late-stage call templates.
Role-play the conversation during team training sessions.
Document common pros and cons you hear by industry or persona.
Share successful examples internally so reps can learn from each other.

By consistently using the Ben Franklin close in a consultative, buyer-centric way, you help prospects make clear decisions, remove last-minute friction, and build trust that leads to stronger long-term relationships.

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