The Alternative Closing Techniques
Another powerful closing technique is to use is what’s often referred to as the alternative closing method’.
The idea here is that rather than offer your customer the choice between buying and not buying, you include an alternative. So the decision is now what to buy, as opposed to will I buy?
It’s an effective technique that’s easy to introduce. In its basic form all you need to do is offer a choice. So if someone is browsing your hand-crafted, keep-out-all-draughts knitted sweaters, then all you need to do is introduce a choice, which could be a different color or size. Then ask your customer which one they would prefer. `Would you like the black one or the grey one?’ `Small or large?’
You’re using two closing techniques here. Assumptive and alternative. So you’re assuming your customer will buy one but which one. You’re not being pushy here, just helpful. After all how many of us have walked out of shops because they didn’t have the size or the color we wanted and were either too shy, too busy or whatever to bother asking.
But imagine you’ve offered an alternative colour and your customer says no to both. What then? Ask them what they’re looking for. The important thing here is to keep the dialogue going. Keep them interested and stop them from going elsewhere.
Remember that lots of people browsing your goodies may not be buying for themselves. They could be looking for gifts for someone else. By asking them what they’re looking for and who it’s for you’ll get a better understanding of their needs and be better placed to help them and close your sale.
So the alternative close can go on until they either buy something, or you run out of alternatives. Provided you don’t come across as pushy or stalk them! Remember you’re there to help them find the thing they most want to buy.