Dealing with daily sales objections in Uncertain Times: How to use the Triplicate of Choice to Drive Action
Right now, inaction is the silent killer of deals. COVID-19 might have kicked off the wave of uncertainty, but the aftershocks are still in play: budgets are tight, priorities are unclear, and “we’re just reviewing everything” has become the new default answer.
So how do you sell into that fog?
Simple. You guide the decision, don’t push it.
“When customers don’t know what to choose, they choose nothing.”
That’s where the Triplicate of Choice comes in—a battle-tested framework I’ve used with SMEs for years to remove indecision and shift the conversation from “Should we do this?” to “Which option makes the most sense?”
Step 1: Reframe the Conversation
The first step is getting the customer out of the “yes or no” headspace and into a “which one” mindset. Instead of defending the value of your offer, you present three clear options—all designed to suit different comfort levels.
Step 2: Build Your Triplicate of Choice
You’re not giving your buyer an ultimatum. You’re giving them ownership over how they move forward.
Think in three tiers:
1. Entry-Level – A low-risk, easy-to-start version of your offer. Fewer features, shorter commitment, budget friendly. Ideal for hesitant buyers who want to “dip a toe” before diving in. It builds early trust and gets your foot in the door—without friction.
2. Most Popular (Your Hero Offer) – The sweet spot—your full solution, built to deliver strong ROI. Balanced price, robust features. Ideal for buyers who want measurable impact but aren’t ready to go all-in. It’s the most chosen for a reason: great results, reasonable investment, lower risk.
3. Premium – Top-tier engagement with all the bells and whistles. Extended support, customisation, high-touch delivery. Ideal for businesses who are ready to accelerate and scale quickly. It delivers maximum impact, maximum attention,maximum return.
“When you present options this way, the question shifts from ‘Should we move forward?’ to ‘Which of these fits best?’”
This is how you create momentum without pressure. It’s ethical, consultative selling—and it gives buyers confidence at every stage.
Step 3: Anchor Each Option to Their Problem
This is where most people go wrong—they present options, but not relevance.
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Tie each option directly to the pain points the customer has raised.
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Show what results look like at each level—not just features.
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Use urgency without pressure: “Given what you shared about needing traction in Q2, the Entry-Level would de-risk the decision, but still gets you moving.”
This way, you’re not just selling—you’re advising. And when buyers feel advised, they move faster and with more confidence.
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“A confused buyer stalls. A clear buyer acts.” Use structured options to remove ambiguity.
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“Don’t sell the product—sell the certainty.” Each tier should offer progress, no matter the investment.
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“It’s not about closing—it’s about helping people buy.” Your job is to reduce friction, not apply pressure.
In uncertain times, people don’t need more convincing—they need more clarity. The Triplicate of Choice framework does just that. It gives your prospects a reason to act now, in a way that matches their appetite for risk, investment, and results.
“Ethical selling isn’t about pushing people over the line. It’s about helping them see the path forward—clearly and confidently.”
Try this on your next call. Watch what happens when the buyer says:
“Okay, walk me through the middle option again?”
That’s when you know the power has shifted—and the deal is real.
Want help building your own triplicate options tailored to your product or service? I can map it with you in 10 minutes flat. Just say the word.
