The Art of Leading Customers Where You Want Them to Go
by Mike Daly

article continued from

That path might be to confirm an appointment, to close a sale, to consider a higher price, etc. There are a couple of great techniques that can help in your pursuit for sales success. My favorite “technique” is truly ingrained into my daily life. I use it probably five times per day in so many different situations whether for business or with friends and family. It is formally called the Alternate Choice Technique. When people are offered only two choices, they are put in the position of having to choose. In these situations, you should think about this technique as your bridle, the questions you ask the reins, and the sale (or whatever you want) as the path.

Here’s how. For an appointment, simply start with the month, as in “Which part of the month is better for you -- the first two weeks, or the last two weeks?” Then, you should ask which week will be better, the first or the second. Now, you are trotting down the path to a particular day: “Is the first part of the week or the latter part better?” “Great!” “Thursday or Friday?” “Morning or afternoon?” “2 pm or 3 pm?” You get the idea.

Each question is a gentle touch of the spur, guiding your prospects or clients to the next step, helping them prioritize, decide, and choose one option or the other. If the answer was “I can't meet you at all that week,” then you round back to the starting gate and start all over again.

This technique is also great to use when qualifying (a horse running wild, so to speak) an unqualified prospect. Let’s say they call and ask you to present them with several cruise options. Time to put the bridle on them! They want a Caribbean cruise, they have a budget in mind, and they have experienced one cruise already with Brand X. They are simply shopping, you sense.

So, you keep a tight rein, and give the first choice: “Which do you feel is more important: the amenities of the cabin and ship, or the cruise itinerary?” Then, you move to the season: “Summer or fall?” “The fall is better? Great! I know of some price bargains then, especially after September 15th. Can you travel after that departure date, or must you be back before?” And so on ...

If they are shopping and you are going to consider riding this horse, welcome them to bring to you what they find on their own. “Have you enjoyed researching online?” “You do? Great, we'll research together!” “I’d like you to know that I'm able to meet the price of anything you find online, so if you do see or hear of anything you like, just call me!”

Now, you are galloping down the path of this cruise sale. You have several options, and you’ve found a really great cruise, but it is about $400 more than they budgeted. You feel they should seriously consider it, or perhaps you just want to upsell. Regardless, before you begin trying to sell them on whatever you feel truly makes that price worthwhile (e.g., a cabin upgrade/suite, a better itinerary, an incredible deal), try the “reduction to the ridiculous” technique. The price is simply the apple for the horse, and we want it to be attractive. So, make the price difference manageable by dividing the extra $400 (for example) by seven days of cruising, or about $58 per day (or $27 per person) per day. “For just $27 more per day apiece, you are going to get X, see Y, and experience Z.” You have taken something much bigger and reduced it and then tied it to relevant emotions they can relate to. How could they not spend that little amount extra on themselves, right? They deserve a great vacation!

Both techniques -- Alternate Choice and Reduction to the Ridiculous -- are interchangeable and can be used throughout to keep you moving forward, as you turn the corner, and into the homestretch to close the sale. Many riders make the mistake, though, and stumble before the finish line. Like a kid wanting approval for their hard work, they discuss too many choices!

In sales, you will shine with a few focused options. Don't muddy the track – offer no more than two options for them to consider if you want to get to the finish line. If for some reason you have to provide three, always make the one you want them to ultimately choose the second option you offer. This allows you to reference the first and the third options in relation to the second. The second option becomes the anchor of the presentation. Now, remove one of the three options by leading them. “Given what we've discussed and what you've shared with me, I think option two and option three are best. Don't you agree?”

You've jockeyed yourself, into a better position. The alternate choice rides again! Continue to help them evaluate the final two, as you get to the finish line. “ I’d say that this cruise is the one. Don't you agree?” “Great! I’ll make that reservation, and perhaps I can get additional perks on that sailing date for you.”

(Please feel free to write and provide your stories and solutions for success, or any questions, situations, or challenges you’ve had that you’d like to see addressed here. Contact Mike at info@csicreativesolutions.com or visit www.csicreativesolutions.com and click “Contact Us.”)