The Audible-Ready Sales Podcast How to Use “Most Likely Alternatives” to Improve Sales Execution
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Dec 5, 2023 
Tim Caito, a negotiation expert at Force Management, dives into the concept of Most Likely Alternatives (MLAs) in sales negotiations. He explains how understanding both customer and seller MLAs can enhance sales strategies and preserve margins. Tim shares techniques to reframe price objections by asking 'Compared to what?' and discusses the importance of guiding customers through consultative questioning. He highlights how properly anchoring MLAs can significantly influence negotiation outcomes and help steer deals toward success.
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Think Beyond Competitors
- 'Most Likely Alternatives' broaden competition beyond vendors to actions like buying a truck or doing nothing.
- Analyzing MLAs reveals what 'good' looks like to the customer and where leverage may sit.
Analyze Alternatives Early
- Analyze both the customer's and seller's most likely alternatives early to see who has negotiating leverage.
- Use that analysis to decide whether to fight for the deal or let it go and pursue better opportunities.
Ask 'Compared To What?'
- When customers say your price is high, ask 'Compared to what?' to force their frame of reference.
- Then probe the true costs and trade-offs of their alternative instead of immediately lowering price.