Suggestion Close
Guide prospects toward a decision by subtly proposing the ideal choice for them
The Suggestion Close is a sales technique where the salesperson offers a considered recommendation to guide the buyer toward a next step, solution, or decision. It addresses decision-risk by providing expert guidance while maintaining buyer autonomy. This article explains the Suggestion Close, its psychological underpinnings, mechanism, practical playbooks, pitfalls, ethics, and coaching guidance.
The Suggestion Close is most effective during late discovery alignment, post-demo validation, proposal review, final negotiation, and renewal/expansion stages. It is widely used in B2B SaaS, professional services, healthcare, and enterprise solutions, where buyers value expertise alongside choice.
Definition & Taxonomy
Definition
The Suggestion Close is a structured approach in which the salesperson provides a recommendation tailored to the buyer’s context, guiding them toward a decision or next step while preserving their autonomy.
Taxonomy
•Type: Option/Choice close
•Subcategory: Risk-reduction / Commitment close
•Adjacent techniques:
•Assumptive Close: Presumes agreement, which can feel pushy.
•Incremental Close: Breaks commitment into small steps; Suggestion Close often precedes or complements this.
Fit & Boundary Conditions
Great Fit When
•Buyer needs expert guidance on priorities or solution options.
•Multiple viable options exist, causing decision paralysis.
•Problem/impact is clear, and value has been demonstrated.
•Stakeholders are aligned and ready to act.
Risky / Low-Fit When
•Buyer lacks understanding of value or solution fit.
•Decision-makers are missing or unengaged.
•Alternatives are actively being considered and not clarified.
•Recommendation may be perceived as manipulative.
Signals to Switch or Delay
•Return to discovery if the buyer’s priorities are unclear.
•Run a micro-proof or demo to clarify value.
•Escalate to a mutual plan if multiple stakeholders must agree.
Psychology (Why It Works)
| Principle | Explanation | Reference |
|---|---|---|
| Perceived Expertise | Buyers value informed guidance, reducing uncertainty. | Cialdini, 2006 |
| Choice Architecture | Framing options with a recommendation simplifies decision-making. | Thaler & Sunstein, 2008 |
| Commitment & Consistency | Following a recommended path encourages alignment with earlier expressions of interest. | Cialdini, 2006 |
| Loss Aversion | Suggesting the optimal choice mitigates fear of a suboptimal decision. | Kahneman & Tversky, 1979 |
Mechanism of Action (Step-by-Step)
1.Setup: Understand buyer context, priorities, and constraints.
2.Option Presentation: Clarify available options or paths.
3.Recommendation: Offer a tailored suggestion, stating reasoning and benefits.
4.Handle Response: Listen, probe concerns, adjust if necessary.
5.Confirm Next Step: Secure alignment or commitment to the next incremental step.
Do Not Use When…
•Buyer lacks sufficient information or context.
•Stakeholders cannot participate.
•Recommendation may pressure or manipulate the buyer.
Practical Application: Playbooks by Moment
Post-Demo Validation
•Move: Suggest the next step based on demo outcomes.
•Phrasing: “Given what we’ve seen, I recommend piloting Module A first. Does that align with your priorities?”
Proposal Review
•Move: Recommend the option that best meets ROI or business impact.
•Phrasing: “Of the two configurations, I suggest Option B because it maximizes value for your team.”
Final Decision Meeting
•Move: Guide toward optimal implementation or contract terms.
•Phrasing: “Based on our discussions, I’d suggest moving forward with Plan X. Would you like to proceed on that basis?”
Renewal/Expansion
•Move: Recommend additional modules or features.
•Phrasing: “Considering your usage and upcoming needs, I suggest adding Feature Y in this cycle.”
Fill-in-the-Blank Templates
1.“Based on your priorities, I suggest [option/next step]. Does this align with your team’s goals?”
2.“Given what we discussed, [option X] seems optimal. Do you agree?”
3.“Considering [constraint], would you like to proceed with [recommended path]?”
Mini-Script (6–10 Lines)
1.“Let’s summarize your key objectives.”
2.“Here are the available options.”
3.“Based on your goals, I suggest [option].”
4.“How does this feel to you?”
5.“Are there concerns or constraints we should address?”
6.“Would you like to move forward with this plan?”
7.“Which stakeholders should be included?”
8.“I’ll document this in our mutual plan.”
9.“We can schedule the next step for implementation.”
Real-World Examples
SMB Inbound
•Setup: Small business evaluating a marketing automation tool.
•Close: Suggest starting with email campaigns module first.
•Why it works: Reduces choice paralysis and aligns with priority needs.
•Safeguard: Confirm evaluation metrics and timeline.
Mid-Market Outbound
•Setup: Marketing operations prospect considering two package options.
•Close: Suggest Option B based on higher ROI potential.
•Why it works: Provides expert guidance and frames decision positively.
•Alternative if stalled: Offer a trial or phased adoption.
Enterprise Multi-Thread
•Setup: Large company evaluating multiple software modules.
•Close: Recommend piloting a single module in one division.
•Why it works: Minimizes risk while proving value; engages multiple stakeholders.
•Safeguard: Document scope and review cadence.
Renewal/Expansion
•Setup: Existing client reviewing additional features.
•Close: Suggest adding Feature X based on usage trends.
•Why it works: Demonstrates insight and builds trust.
•Alternative if stalled: Offer a phased start or pilot option.
Common Pitfalls & How to Avoid Them
| Pitfall | Why it Backfires | Corrective Action |
|---|---|---|
| Premature recommendation | Buyer may feel rushed | Ensure clarity and readiness |
| Overloading options | Causes confusion | Present top 2–3 options only |
| Ignoring silent stakeholders | Missed approvals | Confirm participation |
| Pushy phrasing | Reduces trust | Maintain consultative tone |
| Skipping value recap | Loss of context | Reiterate key benefits |
| Binary traps | Forces yes/no | Offer phased or flexible next steps |
| Unjustified suggestion | Appears manipulative | Clearly explain rationale |
Ethics, Consent, and Buyer Experience
•Maintain transparency; justify recommendations with data.
•Avoid pressure, false urgency, or hidden opt-outs.
•Offer reversible commitments (trial, phased start, opt-down).
•Explicitly do not use when buyer lacks context, information, or approvals.
Coaching & Inspection
What Managers Listen For
•Clarity of recommendation and reasoning.
•Neutral, consultative phrasing.
•Handling questions and objections gracefully.
•Proper documentation of agreed next steps.
Deal Inspection Prompts
1.Was recommendation aligned with buyer priorities?
2.Were all stakeholders engaged?
3.Was the reasoning for the suggestion transparent?
4.Were next steps clearly agreed?
5.Was buyer autonomy preserved?
6.Were concerns addressed without coercion?
Call-Review Checklist
•Recap value before suggestion
•Confirm options are clear
•Engage all stakeholders
•Use consultative and ethical phrasing
•Document next steps in mutual plan
Tools & Artifacts
•Close Phrasing Bank: 5–10 lines for Suggestion Close.
•Mutual Action Plan Snippet: Key dates, owners, exit criteria.
•Objection Triage Card: Concern → Probe → Proof → Next Step.
•Email Follow-Up Blocks: Confirm agreed decisions or next steps.
| Moment | What Good Looks Like | Exact Line/Move | Signal to Pivot | Risk & Safeguard |
|---|---|---|---|---|
| Post-demo | Buyer aligned | “I suggest piloting Module A first.” | Unclear priorities | Clarify objectives first |
| Proposal review | ROI highlighted | “Option B seems optimal for your goals.” | Stakeholder hesitation | Offer phased approach |
| Final decision | Clear commitment | “I suggest moving forward with Plan X.” | Conflicting opinions | Escalate to mutual plan |
| Renewal | Additional value identified | “Consider adding Feature Y.” | Hesitant adoption | Offer trial or phased adoption |
| Enterprise multi-thread | Phased rollout agreed | “Pilot one division first.” | Misalignment | Document scope & cadence |
Adjacent Techniques & Safe Sequencing
•Do: Pair with Incremental Close, Trial Close, Risk-Reversal Close.
•Don’t: Recommend prematurely; avoid without clear value or stakeholder alignment.
Conclusion
The Suggestion Close shines when buyers need expert guidance to reduce risk and simplify decision-making. Avoid when readiness, approvals, or context are missing. Actionable takeaway: Frame recommendations clearly, explain rationale, and secure alignment before moving forward.
End Matter Checklist
Do:
•Align recommendation with buyer’s priorities.
•Include all relevant stakeholders.
•Reiterate value before suggesting next step.
•Document agreed actions in mutual plan.
•Offer reversible or phased next steps.
•Prepare reasoning for each suggestion.
Avoid:
•Prematurely recommending solutions.
•Presenting excessive options.
•Ignoring silent stakeholders.
•Using pressure or manipulative tactics.
Optional FAQ
1.What if key stakeholders are absent?
Schedule separate session or share a recorded walkthrough.
2.Can this be used for renewals or expansions?
Yes; suggest incremental modules or features based on usage and priorities.
3.How to handle objections to the suggestion?
Probe concerns → provide evidence → offer a flexible next step.
References
•Cialdini, R. B. (2006). Influence: The Psychology of Persuasion. Harper Business.**
•Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263–291.
•Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press.
Related Elements
Last updated: 2025-12-01