Empower buyers by presenting options that guide them to a confident decision.
Introduction
The Alternative Choice Close is a sales technique that frames the decision as a choice between two or more valid options, rather than a binary yes/no. It addresses decision-risk by reducing buyer paralysis and providing perceived control, while guiding them toward a next-step commitment.
This article covers the definition, taxonomy, execution, psychological foundations, real-world examples, playbooks, pitfalls, ethical guardrails, coaching, and inspection. Alternative Choice Closes appear across sales stages—post-demo validation, proposal review, final negotiation, and renewal—with nuanced application depending on industry, deal type, and buyer role.
Definition & Taxonomy
Definition
An Alternative Choice Close is a structured close that presents two or more mutually acceptable options to the buyer, making it easier to commit while maintaining autonomy. It emphasizes choice over pressure, allowing the prospect to select the option that best aligns with their priorities.
Taxonomy
Alternative Choice Closes are a subset of:
•Option/Choice Closes: Directly offers multiple valid options.
•Commitment Closes: Seeks explicit next-step alignment.
•Risk-Reduction Closes: Lowers perceived risk by framing choices as safe paths forward.
Differentiation:
•Option Close vs MESO (Multiple Equivalent Simultaneous Offers): MESO strategically leverages concessions, whereas Alternative Choice focuses on clarity and timing.
•Trial Close vs Alternative Choice: Trial closes probe interest; Alternative Choice drives actionable alignment.
Fit & Boundary Conditions
Great Fit When
•Stakeholders are aligned and engaged.
•Problem, impact, and solution value are clear.
•Proof, demo, or validation is complete.
•Buying signals indicate readiness: timeline queries, budget confirmation, or risk mitigation discussions.
Risky / Low-Fit
•Missing key decision-makers.
•Value or ROI is unclear.
•Active competing alternatives exist without differentiation.
•High uncertainty about priority, timeline, or scope.
Signals to Switch or Delay
•Buyer asks for more validation or research.
•Discovery gaps remain.
•Escalation to mutual plan or pilot is needed before commitment.
Psychology (Why It Works)
1.Commitment/Consistency: People align with choices once they select an option (Cialdini, 2009).
2.Perceived Control: Presenting options increases autonomy and ownership (Kahneman, 2011).
3.Inertia Reduction: Offering clear alternatives lowers friction and decision paralysis (Gong, 2022).
4.Clarity/Fluency: Simplified choices reduce cognitive load and enhance confidence (Psychology Today, 2019).
Mechanism of Action (Step-by-Step)
1.Setup: Recap value, confirm problem alignment.
2.Phrasing: Present 2–3 valid alternatives for next steps or configuration.
3.Handling Response: Listen, validate objections, clarify benefits.
4.Confirm Next Step: Capture commitment for choice made.
Do not use when…
•Buyer expresses confusion or uncertainty.
•Critical validation or stakeholders are missing.
•Options are not genuinely feasible or mutually acceptable.
Practical Application: Playbooks by Moment
Post-Demo Validation
•Summarize outcomes: “Based on our discussion, does Option A or Option B fit your team’s workflow best?”
•Confirm alignment on next step.
Proposal Review
•Clarify options: “Would you like to start with the standard plan or premium rollout?”
•Confirm decision path and timeline.
Final Decision Meeting
•Address final risks: “Given your priorities, do we implement Phase 1 now or Phase 1 + 2 together?”
•Confirm start plan.
Renewal/Expansion
•Recap value: “Do you want to renew at the current scope or expand to additional teams?”
•Set mutual plan checkpoints.
Templates & Mini-Script (fill-in-the-blank)
1.“Which option aligns better with your goals, [A/B]?”
2.“Would it make sense to proceed with [Option 1] or [Option 2] for rollout?”
3.“For timing, should we start on [date] or [alternative date]?”
4.“Which feature set is most relevant to your team, [Option A/B]?”
5.“Can we commit to [pilot/phase] starting [X] or [Y]?”
Mini-script example (6–10 lines):
1.Recap value: “As we reviewed, our solution addresses [pain point].”
2.Present options: “You can proceed with [Option A] or [Option B].”
3.Listen and clarify: “Do either of these match your priorities?”
4.Handle objections: “If timing is an issue, we can adjust the phase.”
5.Confirm choice: “Which approach works best for your team?”
6.Document in MAP and schedule next step.
Real-World Examples
| Segment | Setup | Alternative Choice Close | Why It Works | Safeguard/Alternative |
|---|
| SMB inbound | Lead requested demo | “Do you want to start next week with Option A or Option B?” | Reduces paralysis, increases commitment | If unsure, schedule exploratory call |
| Mid-market outbound | Cold outreach converted | “Would you prefer a phased rollout or full deployment?” | Provides perceived control, lowers friction | Offer pilot if hesitant |
| Enterprise multi-thread | Multiple stakeholders | “Which department should lead the pilot, IT or Operations?” | Clarifies ownership, reduces ambiguity | Escalate MAP if conflicting |
| Renewal/expansion | Contract ending | “Extend current scope or expand to additional teams?” | Reinforces value, frames choice | Offer phased renewal if resistance |
Common Pitfalls & How to Avoid Them
| Pitfall | Why It Backfires | Corrective Action |
|---|
| Premature ask | Misaligned timing | Recap value first |
| Pushy tone | Reduces trust | Phrase neutrally |
| Binary traps | Feels coercive | Offer 2–3 feasible alternatives |
| Ignoring silent stakeholders | Creates surprises | Confirm all decision-makers present |
| Skipping value recap | Lowers buy-in | Summarize impact first |
| Asking without clarity | Confuses prospects | Frame questions around clear next steps |
Ethics, Consent, and Buyer Experience
•Respect autonomy; avoid pressure, hidden urgency, or manipulative tactics.
•Use reversible commitments: pilot, phased start, opt-down.
•Transparent language and accurate claims.
•Do not use when buyer shows confusion, lacks alignment, or requests more proof.
Coaching & Inspection
What Managers Listen For
•Clear value summary before asking.
•Neutral phrasing with genuine options.
•Handling objections gracefully.
•Respecting “no/not yet.”
Deal Inspection Prompts
1.Was value summarized clearly?
2.Were stakeholders aligned and present?
3.Were options framed neutrally?
4.Were objections surfaced and addressed?
5.Was commitment captured in MAP?
6.Were reversible commitments available?
7.Was timing and scope clarified?
Call Review Checklist
•Value alignment before the ask
•Clear options and phrasing
•Next-step specificity
•Shared ownership documented
Tools & Artifacts
•Close Phrasing Bank: 5–10 lines tuned to Alternative Choice Closes
•Mutual Action Plan snippet: dates, owners, exit criteria
•Objection Triage Card: concern → probe → proof → choice
•Email Follow-Up Blocks: confirm decisions or next steps
| Moment | What Good Looks Like | Exact Line/Move | Signal to Pivot | Risk & Safeguard |
|---|
| Post-demo | Clear option alignment | “Option A or B?” | Hesitation | Return to discovery |
| Proposal review | Options selected | “Standard or premium?” | Uncertainty | Offer pilot |
| Final decision | Confirm next step | “Phase 1 or Phase 1+2?” | Objection raised | Clarify concerns |
| Renewal | Scope alignment | “Extend or expand?” | Resistance | Phased plan option |
| Enterprise multi-thread | Stakeholder clarity | “Which department leads?” | Conflicting priorities | Escalate MAP |
Adjacent Techniques & Safe Sequencing
•Do: Pair with summary close or risk-reversal close.
•Don’t: Use as first ask without recapping value.
•Do: Offer clear, feasible options.
•Don’t: Force binary yes/no decisions.
Conclusion
Alternative Choice Closes shine when prospects face multiple valid paths and need clarity to commit. Avoid when stakeholders are missing, value is unclear, or validation is incomplete.
Actionable takeaway: Review current deals this week and implement at least one Alternative Choice Close post-demo or during proposal review to secure a next-step commitment.
End Matter: Checklist
Do
•Summarize value before presenting options
•Offer 2–3 feasible alternatives
•Capture choice in MAP
•Respect “no/not yet” responses
•Use reversible commitments
Avoid
•Premature asks
•Pushy/coercive phrasing
•Ignoring silent stakeholders
•Skipping value recap
•Forcing binary decisions
FAQ
Q: What if the decision-maker isn’t present?
A: Delay or escalate via mutual action plan.
Q: Can SDRs use Alternative Choice Closes?
A: Yes—treat as next-step closes (meeting set or mutual plan progression).
Q: What if all options are equally valid?
A: Present them transparently; emphasize buyer control.
References
1.Cialdini, R. (2009). Influence: The Psychology of Persuasion. Harper Business.**
2.Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus & Giroux.
3.Gong.io. (2022). The Science of Sales Conversations.
4.Psychology Today. (2019). Decision-making and cognitive fluency.
