Many years ago I learned that all copiers are not alike, and way back when when we were up against a competitor we were taught to present a side-by-side comparison. Back in the day we either used a typewriter of hand wrote a side-by-side comparison to show the prospect that we had the superior equipment!
18. Ben Franklin Close: Can’t get the customer to make a decision? Use the Ben Franklin close on one side of sheet of paper ask the DM what they like about your product, they key is to help them with as many “likes” as possible. Then make a column for dislikes, ask the DM want they don’t like, the key here is not to help them.