How can you use the "alternative close" technique in medical sales?

1 Know your prospect

Before you use the alternative close, you need to know your prospect well. You need to understand their needs, goals, pain points, budget, decision-making process, and preferences. You also need to establish rapport and trust with them. This will help you tailor your options to their specific situation and avoid offering irrelevant or inappropriate choices. For example, if you know that your prospect is concerned about the quality and safety of your medical device, you can use the alternative close to highlight the features and benefits that address those issues.

2 Use open-ended questions

The alternative close is not a one-way conversation. You need to involve your prospect in the dialogue and get their feedback and input. You can do this by using open-ended questions that elicit their opinions, concerns, and objections. For example, you can ask them what they like or dislike about your product, how they would use it in their practice, or what challenges they face with their current solution. These questions will help you uncover their motivations, needs, and preferences, and also give you clues on how to frame your options.

3 Present two options

The key to the alternative close is to present two options that are both favorable to you and your prospect. You need to make sure that both options are realistic, relevant, and attractive. You also need to avoid giving too many options, as this can confuse or overwhelm your prospect and delay their decision. For example, you can offer them two different payment plans, two different delivery dates, or two different product bundles. You can also use the alternative close to address objections or concerns. For example, if your prospect says that your product is too expensive, you can offer them a discount if they sign up today, or a free trial if they commit to a longer contract.

4 Confirm the decision

Once your prospect chooses one of the options, you need to confirm their decision and move to the next step. You can do this by summarizing the benefits of their choice, asking them if they have any questions or concerns, and getting their verbal or written agreement. You also need to follow up with them and provide any additional information or support they need to finalize the deal. For example, you can send them a contract, an invoice, a thank-you note, or a confirmation email.

5 Adapt and improvise

The alternative close is not a rigid or scripted technique. You need to adapt and improvise according to the situation and the feedback from your prospect. You also need to be prepared for possible objections or rejections that may arise during the negotiation. You can use the alternative close to overcome these challenges by offering new or modified options that address your prospect's needs and concerns. You also need to be flexible and willing to walk away if the deal is not mutually beneficial or ethical. For example, you can use the alternative close to suggest a different product, a referral, or a follow-up meeting.

The alternative close is a simple but effective technique that can help you close more deals in medical sales. It can help you guide your prospect to a decision, overcome objections, and create a sense of urgency. However, you need to use it wisely and ethically, and always keep your prospect's best interests in mind.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?