In sales, many believe that success comes from offering help. But sometimes magic happens when you ask for help. It sounds like a paradox, but it's one verified by psychology: the Benjamin Franklin effect. It shows that when you ask someone for a favor, you become more likeable. Not because you owe them anything, but because the human mind tends to justify its actions. „If I helped you, it means I like you.” Simple, but brilliant.

Benjamin Franklin, an inventor and statesman, discovered this effect in an unexpected context: to win the sympathy of a political rival, he asked him for a small favor - to lend him a rare book. The rival gave him the book, and the relationship between the two was transformed. Not because the gesture was important, but because that small act of generosity had built a bridge of trust.

How this effect applies to sales

In the call center world, where every second counts, the Benjamin Franklin effect can make the difference between a formal conversation and a real relationship. Instead of „selling” directly, you can start by asking for a little help or an opinion. For example, an agent might say, „Can you help me better understand what would suit you?” or „Could you tell me how you've used the product so far?”. At that moment, the customer is no longer a passive interlocutor but a partner. They feel listened to, valued and involved.

This approach shifts the focus from „what you want to sell” to „how you can collaborate”. Naturally, the customer becomes more open, because their mind has already taken a small step in your direction - offered something. From here, the path to trust becomes much shorter.

Example

A very simple but very effective example: agents who started conversations by asking the customer's opinion („How did you like the service so far?” or „What do you think we could do better?”) had a higher success rate than those who started directly with the offer. Why? Because the question turns the monologue into a dialog. The customer feels in control and that their voice counts.

Another example: a B2B salesperson began applying the method in difficult negotiations, asking customers to help him understand how they make decisions in their organization. The result? Instead of rejection, he got transparency. When you genuinely ask to learn, people become more cooperative.

The effect within the team

Benjamin Franklin doesn't just apply to relationships with customers, but also between colleagues. In a dynamic call center environment, individual success depends a lot on the team. When a new agent asks a more experienced colleague for help, a mutual bond of trust is created. The one offering support feels useful and valued, and the one asking learns faster. This is how a culture of collaboration - not competition, but real support - emerges.

At Optima, the learning process is based on this very principle. Trainings are not just theory sessions, but conversations between people who know and people who want to know. It's a form of mutual learning: every agent can be both learner and mentor.

How you can use the Benjamin Franklin effect every day

1. Ask for an opinion, not an endorsement. When you ask „What do you think about...?”, you make the other person feel respected.
2. Ask for help in small things. People react positively to easy requests. A „can you give me some guidance?” can open unexpected doors.
3. Thank sincerely. Genuinely expressed gratitude turns a mundane interaction into a memorable one.
4. Apply the method outside calls. It works equally well with colleagues, partners or managers.

Why it works

Psychological theory aside, the Franklin effect is based on a simple human reality: people connect with those who make them feel useful. In sales, this need translates into empathy and respect. When a customer feels part of the solution, not a target, they cooperate. In an industry driven by KPIs and conversions, this seemingly small detail can change everything.

Lifelong learning, real people

At Optima, we encourage colleagues to learn, test and observe what really works in their conversations. There is no single recipe for success, but there is one constant: openness to learn and ask for support. Every training, every coaching session, every peer-to-peer exchange is based on the same principle: we learn better together.

For colleagues who join us, the Benjamin Franklin effect is more than a psychological theory - it is a way of communicating. An invitation to authenticity, collaboration and respect. Because beyond technologies, reports and scripts, what really sells is trust.

Conclusion

Benjamin Franklin didn't work in a call center, but he would have made an excellent salesman. He understood something simple and universal: people help the people they like, and to like them, sometimes it's enough to ask a small favor. In sales, as in life, relationships are built not just on offers, but on real conversations.

At Optima, we believe that trust isn't earned through a script, but through an authentic voice. In an industry where every word counts, we continue to learn how to use the ones that really make a difference.