An alternative close is a sales technique used during the personal selling process to present the customer with two or more options or alternatives, with the goal of guiding the customer towards a purchase decision. This approach provides the customer with a sense of control and choice, while still directing them towards a favorable outcome for the salesperson.
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The alternative close is typically used during the Closing step of the personal selling process, after the salesperson has identified the customer's needs and presented a solution.
Providing the customer with two or more options allows them to feel in control of the decision, while the salesperson still guides them towards a favorable outcome.
Effective use of the alternative close requires the salesperson to have a deep understanding of the customer's needs and preferences, in order to present relevant and appealing alternatives.
The alternative close can help overcome customer objections by giving them a sense of choice, rather than feeling pressured into a decision.
Successful implementation of the alternative close relies on the salesperson's ability to frame the options in a way that highlights the benefits and value for the customer.
Review Questions
Explain how the alternative close fits into the personal selling process and its purpose.
The alternative close is a sales technique used during the Closing step of the personal selling process. Its purpose is to provide the customer with two or more options or alternatives, with the goal of guiding them towards a purchase decision. By giving the customer a sense of choice and control, the alternative close can help overcome objections and move the sale forward. The salesperson must have a deep understanding of the customer's needs and preferences in order to present relevant and appealing alternatives that highlight the benefits and value for the customer.
Analyze how the alternative close differs from other sales techniques, such as the assumptive close or consultative selling.
The alternative close differs from the assumptive close in that it provides the customer with a sense of choice, rather than assuming the sale has been made. Whereas the assumptive close involves the salesperson asking questions that imply the sale is complete, the alternative close presents the customer with two or more options or alternatives. The alternative close also differs from consultative selling, which focuses on understanding the customer's needs and providing tailored solutions, rather than directly guiding the customer towards a purchase decision. The alternative close is a more directive sales technique, but still allows the customer to feel in control of the decision-making process.
Evaluate the effectiveness of the alternative close in overcoming customer objections and moving the sale forward, and explain the key factors that contribute to its success.
The alternative close can be an effective technique for overcoming customer objections and moving the sale forward, as it gives the customer a sense of choice and control in the decision-making process. By presenting two or more relevant and appealing options, the salesperson can guide the customer towards a favorable outcome without feeling pressured. The key factors that contribute to the success of the alternative close include the salesperson's deep understanding of the customer's needs and preferences, their ability to frame the options in a way that highlights the benefits and value for the customer, and their skill in handling any remaining objections or concerns. When used effectively, the alternative close can help build trust, overcome resistance, and ultimately close the sale.
The assumptive close is a sales technique where the salesperson assumes the sale has been made and proceeds to ask the customer questions that imply the sale is complete, such as when the customer would like delivery or which payment method they prefer.
Objection handling is the process of addressing and resolving customer concerns or objections during the sales process, in order to move the customer closer to a purchase decision.
Consultative selling is a sales approach where the salesperson acts as a trusted advisor, focusing on understanding the customer's needs and providing tailored solutions, rather than simply pushing a product.