Techniques for closing the sale: offer first what the customer does not want.

In sales coaching, it is essential to find creative and effective ways to persuade customers to make buying decisions. One interesting technique is to first offer something that the customer will reject, with the goal of making the second option more attractive.

As a sales coach, it is important to understand how to use this technique strategically to achieve a successful sales close. In this guide, we will explore how initially offering something the customer does not want can influence their perception and make the second option more attractive and more likely to be accepted.

The psychology of contrast

The technique of first offering something the customer does not want is based on the principle of contrast. According to this principle, the perception of an option is affected by the options presented first. When something less desirable is presented first, the customer tends to compare it with the next option, which makes the latter seem much more attractive and favorable in comparison.

By initially presenting an option that the customer will reject, a negative reference point is created. This causes the second, more desirable option to be perceived as a significant improvement over the first. The customer's mind focuses on the difference between the two options, which increases the likelihood that he or she will gravitate toward the second option, which now seems more attractive and satisfying.

Techniques for offering first what the customer does not want

Present the less desirable option in a transparent manner: It is important to present the less desirable option in a transparent and honest manner. Clearly explain its features and limitations so that the customer fully understands what he or she is rejecting. This will help establish the negative benchmark needed to make the next option more attractive.

Highlight the differences between the options: When presenting the second option, be sure to clearly highlight the differences and advantages compared to the previous option. Show how this second option overcomes the weaknesses of the first option and how it can better meet the customer's needs and wants. By doing so, you reinforce the idea that the second option is a significant improvement and more valuable.

Use testimonials or success stories: To support the effectiveness of the second option, it is helpful to use testimonials or success stories from previous customers who have opted for it and had positive results. This provides social proof and reinforces the idea that the option that initially seemed less attractive has been a successful choice for other customers. Testimonials help build confidence in the second option and increa