Sales Technique- Alternate of Choice Questions-

An alternate of choice question offers two options, either choice being acceptable to the seller. If I were selling books, and I ask a “yes or no” question, like, “Do you want to buy my book?” you could say, “No.” If I ask an alternate of choice question like, “Would you like one book, or two?” I’ll gladly accept either choice. You could still say, “No,” but I’ve led you toward getting either one or two books. If you really hadn’t decided, my alternate of choice question could nudge you toward a book purchase.

Here’s how alternate of choice questions were used by my Optometrist to first determine what prescription my eyes needed, and then which frames I would choose. When I realized that my vision was going, I set an appointment with Dr. Dennis Ryczek, a family friend who owns an optometry business. I sat behind that machine with all the interchangeable lenses, and went through the process of answering a series of alternate of choice questions. “Is this one good or is this one better?” Knowing he planned to make my first ever pair of glasses, I sat there really wondering if I was answering all those questions correctly. After a few minutes of the process, almost everything I looked at seemed a little blurry. We eventually got through it, and Dr. Ryczek seemed confident that he had what he needed. His confidence relaxed me. Then he directed me to go into the frame room so I could pick out one that I liked. I walked into a room that was about twelve by twelve, and the only place where there were no little shelves with frame samples on it was the door. I looked at the hundreds of frames, and my first thought was, “I wish Kim had come with me. I’m gonna need some help figuring this out.”

After about ten minutes, Dr. Ryczek came in and asked, “Find something yet?”

“You’re kidding, right? I have no idea where to even start.”

“Don’t worry,” he said. “First, the frames on these two walls are for women.” That eliminated half of the frames in the room. Then Dr. Ryczek picked up a black plastic frame, and a wire rimmed frame, and asked, “Which of these two do you like best?” It was an alternate of choice question again. I pointed to the wire framed. That eliminated almost half of the men’s frames. He put away the dark plastic framed glasses, and picked up another of the wire framed. “Do you like the big aviator style, or the smaller more contemporary frames?” I picked the smaller. “Gold or silver,” he asked. I picked gold. “Half wire or this with the wire that goes all the way around each lens?” I selected the half wire. He picked up two gold half wire frames designed for smaller lenses and said, “We’ve narrowed it down to these two. Which one do you prefer?”

I was amazed. Through a series of alternate of choice questions, he had eliminated every frame in the room, except for two. “That was a lot easier than I thought. You have hundreds of choices here. Now my problem is just deciding between these two.”

“Actually we have over six hundred frames here, and I’ve got a suggestion for you. You could pick one of these two frames, or how about getting both frames? We’ll make one clear, and the other we’ll make into sunglasses. Sound good?”

To his final alternate of choice question I said, “Sold.”

If I want to go out to eat, I don’t ask Kim, “Do you want to go out to eat?” I might ask, “Would you rather go to the Bonefish Grill, or Outback?” Either choice she makes, I’ve sold her on going out. If I want the kids to walk the dog, I don’t ask if they’ll walk the dog. Why not use an alternate of choice approach? “I’d appreciate you walking the dog. Would you rather walk her before, or after dinner?” If I’m selling widgets, and I’m at the end of my presentation and ready to ask for a huge widget order, rather that asking the big question, “Will you buy my widgets?” risking a “no,” I’ll ask an alternate of choice question. “Would you like us to deliver those widgets this week, or next?” Using a very basic alternate of choice question to close my sale, either choice and I get what I’m after. I don’t care if they get the widgets this week or next- just as long as they buy my widgets.

Alternate of choice is a great way to sort through a ton of choices. It’s also a great way to lead someone to the sale.