What is an Alternative Close? (Explained With Examples)

In the field of sales and persuasion, an alternative close is a technique used to influence the decision-making process of potential customers. By presenting two or more options, an alternative close prompts the individual to choose between the options, ultimately leading to a desired outcome

1°) What is an Alternative Close?

An alternative close is a method used by sales professionals to guide potential customers towards making a decision. This technique involves presenting multiple options to the individual, enticing them to choose between the alternatives provided. The aim of an alternative close is to influence their decision-making process and ultimately lead them towards a desired outcome.

1.1 - Definition of an Alternative Close

An alternative close can be defined as a persuasive tactic wherein the salesperson presents two or more choices to the customer, urging them to make a decision between the options. The choices offered can vary in terms of pricing, features, or any other relevant criteria. By providing alternatives, the salesperson encourages the potential customer to actively engage in the decision-making process.

1.2 - Advantages of an Alternative Close

The alternative close technique offers several advantages for sales professionals:

1. Engagement: By presenting choices, the alternative close encourages potential customers to actively participate in the decision-making process. This engagement increases the likelihood of a positive outcome.

2. Psychological Influence: The presentation of alternatives triggers a psychological response known as the "illusion of control." This illusion empowers the individual by making them feel in control of the decision.

3. Flexibility: With multiple options, sales professionals can cater to the diverse needs and preferences of individual customers. This flexibility increases the chances of satisfying their specific requirements.

Engagement is a crucial aspect of the alternative close technique. When potential customers are presented with choices, they feel more involved in the decision-making process. This active participation increases their sense of ownership and commitment towards the final decision. By actively engaging customers, sales professionals can build a stronger rapport and trust, leading to a higher likelihood of closing the sale successfully.

Psychological influence plays a significant role in the effectiveness of the alternative close technique. When individuals are given the power to choose between options, they experience a sense of control. This illusion of control can have a profound impact on their decision-making process. By providing alternatives, sales professionals tap into this psychological response, making the potential customer feel empowered and more inclined to make a decision.

The flexibility offered by the alternative close technique is another advantage that sales professionals can leverage. Every customer has unique needs, preferences, and priorities. By presenting multiple options, sales professionals can cater to these individual requirements. This flexibility increases the chances of satisfying the customer's specific needs and preferences, ultimately increasing the likelihood of a successful sale.

1.3 - Disadvantages of an Alternative Close

Despite its benefits, the alternative close technique also has some drawbacks:

• Decision Paralysis: When presented with too many alternatives, potential customers may become overwhelmed and find it difficult to make a choice. This can result in decision paralysis and even lead to the loss of a sale.

• Perceived Manipulation: If not executed appropriately, the alternative close technique can be perceived as manipulative by the customer. This perception can negatively impact trust and damage the salesperson-customer relationship.

• Time Consumption: The alternative close requires time and effort to effectively present and explain each option. This additional time may not be feasible in certain sales scenarios or with time-sensitive customers.

Decision paralysis is a significant disadvantage of the alternative close technique. When potential customers are presented with too many options, they may feel overwhelmed and find it challenging to make a decision. This can lead to indecisiveness and ultimately result in the loss of a sale. Sales professionals must strike a balance between providing choices and overwhelming the customer, ensuring a smooth decision-making process.

Perceived manipulation is another potential drawback of the alternative close technique. If customers feel that the salesperson is using the technique in a manipulative manner, it can negatively impact trust and damage the salesperson-customer relationship. Sales professionals must approach the alternative close with transparency and honesty, ensuring that the customer feels empowered rather than manipulated.

Time consumption is a practical consideration when using the alternative close technique. Presenting and explaining each option requires additional time and effort. In certain sales scenarios or with time-sensitive customers, this may not be feasible. Sales professionals must assess the situation and determine whether the alternative close technique is appropriate given the time constraints.

2°) Examples of an Alternative Close

Let's explore some real-life examples of how the alternative close technique can be applied in different contexts:

2.1 - Example in a Startup Context

In a startup context, an entrepreneur pitching their product or service to potential investors can use the alternative close to enhance their chances of securing funding. They might present two investment options: a smaller investment with less risk but lower returns, and a larger investment with potentially higher returns but more risk. By offering these alternatives, the entrepreneur engages the investors and gives them the freedom to choose the investment option that aligns with their risk appetite and financial goals.

2.2 - Example in a Consulting Context

In a consulting context, a consultant can utilize the alternative close technique to help a client make a decision regarding the implementation of a new strategy. The consultant might present two alternative approaches, each with its pros and cons. By highlighting the potential benefits and drawbacks of each option, the consultant allows the client to actively participate in the decision-making process and select the approach that best suits their organizational goals and constraints.

2.3 - Example in a Digital Marketing Agency Context

In the digital marketing agency context, a sales representative can employ the alternative close technique to persuade a client to invest in a specific marketing campaign. The representative may present two marketing campaign options: one focused on social media marketing and the other on search engine optimization. By discussing the benefits and outcomes of each option, the sales representative empowers the client to choose the campaign that aligns with their target audience and marketing objectives.

2.4 - Example with Analogies

To illustrate the concept further, let's consider a fictional scenario involving a jewelry store. A salesperson can use the alternative close technique to assist a customer in selecting the perfect engagement ring. They might present two ring options: one with a classic design and lower cost, and another with a modern, intricate design and higher cost. By describing the unique features of each ring, the salesperson encourages the customer to envision themselves or their partner wearing the ring that truly reflects their personal style and budget.

In conclusion, an alternative close is a technique used in sales to influence the decision-making process of potential customers. By presenting multiple options, the salesperson empowers the individual to actively participate in making a choice. While the alternative close offers advantages such as increased engagement and flexibility, it also has potential disadvantages, including decision paralysis and perceived manipulation. Real-life examples across various contexts highlight how the alternative close technique can be applied effectively. Ultimately, the proper implementation of the alternative close can be a powerful tool in achieving desired outcomes in sales and persuasion.