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Have you ever presented the perfect solution to a prospect, only to have them reject it simply because you told them exactly what to do? When someone dictates our actions, our natural human tendency is to reject the demand because we feel forced against our will. People have an innate need for freedom and the ability to make their own choices. If you don't offer options to your audience, they will experience psychological resistance and attempt to restore their freedom.
So, what exactly is the strategy of using choices and options? Offering choices, sometimes called "binds" or the alternative close, means presenting your prospect with a structured selection of two or three options where they get to make the final decision. Instead of giving them a strict "yes or no" ultimatum, you provide a few controlled alternatives that all lead to a successful outcome for you. This approach satisfies their deep psychological need for autonomy while keeping you firmly in control of the persuasion process.
When it comes to selling and influencing others, providing options is how you bypass the cold brick wall of resistance. Structured choices give your audience the impression of control, which naturally increases their cooperation and commitment to the final deal. Instead of acting like a pushy salesperson dictating terms, you become a trusted consultant who empowers them to make an informed decision. Because they feel like they made the choice of their own free will, they essentially persuade themselves, significantly reducing buyer's remorse.
Persuade With Power
Kurt Mortensen
