The principle. A binary close ("So, want to move forward?") puts the buyer's brain in approve/reject mode. An alternative-choice close ("Tuesday or Thursday for kickoff?") puts them in which-option mode — and the underlying purchase is now an assumed precondition for either answer.
The pattern.
- "Do you want the monthly or annual plan?"
- "Should I send the contract to you or to your assistant?"
- "Want to start with the 5 seats or jump to 10?"
- "Tuesday at 10 or Wednesday at 2 for the install?"
Either answer = sale.
The rule. Both options must be acceptable to you. If "monthly" is bad for your unit economics, don't offer it as an alternative. The close presents two paths you've already approved.
When to deploy. After value has landed and the prospect has stopped objecting. Premature alternative-choice = manipulative. Timely alternative-choice = professional.
The tone. Casual, not triumphant. The whole point is that buying is the assumed default — your tone shouldn't betray that you think it's a big moment.
The follow-up. If they pick one, immediately move to the next logistical step ("Great — I'll send the contract today; want it by email or DocuSign?"). Stack alternatives. Don't go back to "So… are we doing this?"
Watch out for. Stacking alternatives on a buyer who hasn't bought into the value yet feels like high-pressure trickery. Earn the close, then deploy the structure.