In many selling situations, it is a good idea to provide the prospect with options regarding product configuration, delivery options, and price. This is especially true when you are dealing with the price-conscious transactional buyer. As noted in the previous chapter, today’s customer expects new levels of flexibility. In the multiple options close, allow the person to examine several different options, and try to assess the degree of interest in each one. As you near the point at which a close seems appropriate, remove some of the options. This reduces confusion and indecision.

You often see the multiple options close used in office equipment sales. If a small business owner wants to purchase a copy machine, most vendors offer several models for consideration. Let us assume that the prospect has examined four models and seems to be uncertain about which one would be the best choice. The salesperson might determine which copier is least appealing and eliminate it as an option. Now the prospect can choose between three copiers. If the prospect seems to favor one copier, it would be appropriate to ask for the order.

When using the multiple options close, follow these simple steps:

1. Configure more than one product solution.

2. Cease presenting product options when it appears that the prospect has been given ample selection. Too many choices can result in confusion and indecision.

3. Remove products (or features) that the prospect does not seem genuinely interested in and concentrate on the options the prospect seems to be interested in.