[edkennedy]

I actually don't think this article falls in the same category as someone doing "A benjamin franklin close" or a forced close or whatever other closing technique involves manipulation.

The article states very simply that there are three different ways you can close a call, hard, medium and soft. It's not a technique, he paints with a broad brush and leaves the article very open to interpetation and adaptation to your sales style.

[mstroeck]

Exactly my point. All fluff, no informational content.