Mastering the Alternative Choice Close
The Alternative Choice Close is a powerful sales technique designed to guide a prospect towards a decision by presenting them with two favorable options, both of which lead to a sale. This method leverages the psychological principle of choice, making the prospect feel in control while subtly steering them toward commitment.
Understanding the Core Principle
Instead of asking a direct 'yes' or 'no' question, the Alternative Choice Close frames the decision as a selection between two preferred outcomes. This approach bypasses potential objections to a single, direct question and focuses the buyer on the benefits of moving forward.
Present two favorable options to guide a prospect to a decision.
This closing technique offers the buyer a choice between two positive outcomes, both of which result in a sale. It's about making the prospect feel they are making the decision, not being pushed into one.
The effectiveness of the Alternative Choice Close lies in its ability to shift the focus from 'whether' to buy to 'how' to buy. By offering options like 'Would you prefer the standard package or the premium package?' or 'Shall we schedule delivery for Tuesday or Thursday?', you are implicitly assuming the sale has already been made. This subtle shift can significantly reduce buyer hesitation and accelerate the decision-making process.
When to Use the Alternative Choice Close
This technique is most effective when you have already addressed the prospect's primary concerns, established value, and believe they are ready to make a purchase. It's ideal for situations where there are clear variations in product features, service levels, delivery times, or payment terms.
This close works best when the prospect has already shown strong buying signals and you've successfully navigated their objections.
Crafting Effective Alternative Choices
The key to a successful Alternative Choice Close is ensuring that both options presented are genuinely appealing to the prospect and lead to the desired outcome (the sale). Avoid presenting one clearly superior option, as this can undermine the perceived choice and feel manipulative.
| Effective Choice | Ineffective Choice |
|---|---|
| Would you prefer the annual subscription with a 10% discount, or the monthly plan? | Would you like to buy it now, or not? |
| Shall we proceed with the standard installation, or would you prefer the expedited service? | Do you want the blue one or the red one? |
| Would you like to finalize the contract today, or would you prefer to review it one last time tomorrow morning? | Are you ready to sign, or do you need more time? |
Potential Pitfalls and How to Avoid Them
One common mistake is offering a choice where one option is clearly undesirable. This can backfire, making the prospect feel manipulated or that you're not listening to their needs. Always ensure both options align with the prospect's stated or implied preferences and that they are both viable paths to a sale.
The principle of choice, making the buyer feel in control.
Another pitfall is using this close too early in the sales process. If the prospect hasn't had their questions answered or their needs fully understood, presenting choices can feel premature and pushy. Always build rapport and demonstrate value first.
Putting it into Practice
Practice identifying opportunities to use the Alternative Choice Close. Listen for buying signals and moments where a decision needs to be made between two viable options. Role-playing different scenarios can help you become more comfortable and adept at using this powerful closing technique.
Imagine a sales conversation as a path. The Alternative Choice Close is like placing two signposts, both pointing towards the desired destination (the sale). The prospect chooses which signpost to follow, but either way, they reach the goal. For example, 'Would you prefer the silver model or the black model?' Both lead to a purchase, but the prospect feels they are making a personal selection.
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Offering one clearly undesirable option, or using the close too early in the sales process.
Learning Resources
This blog post from Sales Hacker explains the Alternative Close, its benefits, and provides examples of how to implement it effectively in sales conversations.
A concise video tutorial demonstrating the Alternative Choice Close with practical examples and advice on its application.
This video provides a clear explanation and demonstration of the Alternative Choice Close, highlighting its effectiveness in guiding prospects to a decision.
An article on LinkedIn discussing the power of the Alternative Choice Close and how sales professionals can leverage it to increase conversion rates.
Salesforce's blog explores various closing techniques, including a detailed look at the Alternative Choice Close and its strategic advantages.
A practical sales training video that breaks down the Alternative Choice Close, offering actionable tips for implementation in real-world sales scenarios.
HubSpot's comprehensive guide to sales closing techniques, featuring the Alternative Choice Close as a key strategy for overcoming indecision.
While not exclusively about sales closing, this Harvard PON article discusses the psychological impact of choice in negotiation, which directly applies to the Alternative Choice Close.
Indeed's career advice section explains the Alternative Close, its purpose, and how it can be used to finalize sales deals effectively.
This video offers a broader perspective on sales mastery, including segments on various closing techniques like the Alternative Choice Close, emphasizing their role in deal finalization.