The "alternative close" is a sales technique used to guide a customer toward making a decision by presenting them with two options. Instead of asking if they want to buy a product, the salesperson offers two choices, such as Product A or Product B. This approach simplifies the decision-making process and encourages the customer to choose between the options rather than considering whether to buy at all. This technique is effective because it creates a sense of urgency and helps the customer feel more in control of their decision. By focusing on specific alternatives, the salesperson can also highlight the benefits of each option, making it easier for the customer to commit to a purchase.