Tactics Tuesdays: Gold Choices vs.

Bronze
Choices
By Chase Amante

If you want someone to make the right choice, don't give only one option. Juxtapose your preferred Gold Choice against an okay-yet-
inferior Bronze Choice.

I talked yesterday with our sales specialist, Rob.

We spoke about the new coaching page we're setting up, with a video by me that talks about coaching and
an option for audience members to book a free call with Rob to discuss coaching packages.

I said how we'd tossed out the initial version of the page, which our writer made about getting viewers to
choose a coach.

Instead we made the page totally focused on getting a reader to sign up for the free call.

(by the way, if you want to know more about coaching with Girls Chase, just shoot Rob an email at
coaching@girlschase.com -- he'll hop on a call with you to fill you in on options)

And Rob noted that yes, something he'd noticed in years of working with clients: when he talks to a guy,
listens to his situation, and tells him, "This is the coach for you. You're going to want to book coaching with
this instructor," he closes a lot of sales.

However, if he tells the prospective client, "Here are our different coaches. There's this coach, who is best
at this. And there's that coach, who is best at that. There's also this other coach, who's really good at XYZ.
Which coach would you like?" he always gets the same response:
"Oh, ah, I'll have to think about it. Let me get back to you."

And then the client never calls him back.

And I told him yes, that's right, Rob! You've discovered an important sales principle: you don't give the
prospect too many choices.

Ideally, you only give him one.

One you suspect will be right for him.

And if you must give choices (if, for instance, he isn't sold on the first one you give him), the other choices
you give typically must help sell the first choice you offered... not sell themselves as real alternatives.

I call this Gold Choices vs. Bronze Choices.

And it applies every bit as much to your interactions with women as it does to sales.

WHAT ARE GOLD CHOICES AND BRONZE CHOICES?

Simply put, a Gold Choice is the ideal choice for a chooser to select. It has everything the chooser wants,
and is the best possible choice to make.

A Bronze Choice is a runner-up choice. It's still not bad (just like a bronze medal isn't bad), but it's not nearly
as good as the Gold Choice is.

Nobody wants Bronze when he could have had Gold

When you present a Bronze Choice next to a Gold Choice, it helps push the chooser toward selecting the
Gold Choice and completing the sale.

HOW TO POSITION BRONZE VS. GOLD CHOICES

When I was a tire salesman, I used this technique every day in selling customers who weren't completely
sold by my initial pitch.
We had a variety of tires in-stock at any given time. But the two most common ones (both Goodyear, since
Goodyear owned my tire chain) were these:

Goodyear Assurance, the high end tire that was good at everything (and even today 15 years after
my tire salesman days remains one of the top-ranked tires on the market)

Goodyear Integrity, a middling tire that was still okay but had nothing standout about it

The Assurance was the Gold Choice tire I guided every chooser to.

The Integrity was my Bronze Choice tire I pulled out to show customers if need be.

When a customer walked in through the door, I'd talk to him, figure out what he wanted in a tire, check his
current tire size and condition, ask him how these tires did, ask him a few questions about their
performance in different conditions and longevity, then guide him toward the Gold Choice.

This was not just a sales process for me. I sold enough Assurance tires and heard from enough customers
on them that they truly were great tires. No matter what a customer wanted from a tire, he was going to be
happy with the Assurance.

Probably 75% of the time, customers would choose the Gold Choice Assurance tire I showed them to
without any hesitation.

25% of the time, they'd waffle a bit.

At which point, I'd break out the Bronze Choice.

Now, the thing to keep in mind with a Bronze Choice is that you want to give the chooser a choice, but you
still want it to be a choice you'd be happy with too.

There are actually two varieties of Goodyear Assurance: the Assurance TripleTred and the Assurance
ComforTred. If we had both in stock in a customer's size, I'd make the one I thought he'd like more the Gold
Choice, and offer the other as the Bronze Choice if need be.
 This is a quality tire

If we only had one in stock, that was the Gold Choice, and the Goodyear Integrity (the middling tire) was the
Bronze.

My pitch for the Bronze Choice would typically go something like this:
 Me: [finishing pitch for Gold Choice tire] ... and we can get you in right now and have
your car out in 30 minutes, guaranteed. Shall I get your information?
Him: Umm, ah. Well, let me see. Is that the only one you've got?
Me: No, certainly not. We have all kinds of tires in stock. Step over here, I'll show you
the next one in line.
[we both move over to where the Bronze Choice tires is]
Me: This right here is the Goodyear Integrity. It's not quite as good as the Assurance,
but it's still a great tire. It comes with a 60,000 tread life warranty, so 20,000 less than
the Assurance, but it'll still last you 3 years based on your driving habits. The handling
is good, the traction is good. The Assurance has an edge on it in wet and snow
traction, but the Integrity still does fine in these, and they're almost the same in dry
conditions. Still offers a smooth, quiet ride, just a little bit less luxurious than the
Assurance. And we have them available in your size. They're $379.46 fully installed,
so about 20% less than the Assurance price-wise. And just like the Assurance, we can
get 'em on for you in thirty minutes. Can I take you over here, we'll get your info, and
we'll get you either the Integrities or the Assurance?
Him: Yeah, that's fine. Um, I'm just going to get the Assurance.

Me: No problem. Let me just grab your info and we'll get your right in.

Probably 90% of the time I used this process, the prospective customer would choose the Assurance.

Another 5% of the time he'd pick the Integrity. And then 5% of the time you still get the customers who bow
out with, "You know, I'm going to need to think about it, I'll get back to you later."

(there's still stuff you can do with these 'bowing out' choosers... I'll address that in a future post)

And just like that, 95% of the time, you've secured the sale, 90% of the time with your Gold Choice option
you really wanted the chooser to choose (and which you know is the best option for him) and another 5%
of the time with the Bronze Choice option that's a little less ideal, yet still good.

Let's talk about how to use this in your dating.

PRESENTING DATES WITH GOLD CHOICES

First let's talk about Gold Choices.

Then after that, we'll get into using Bronze.

Most men who've dated more than a little bit fast realize it's the ultimate rookie mistake to give a woman
too many choices to choose from... or no choices at all.

[image of confused guy talking to confused girl asking if she wants to go 4 different places]
The girl can't choose, and if it's at a critical decision point, the path of least resistance is often times for
her going to be to just leave.

e.g., let's say you've talked with her for 7 minutes after meeting her on a street corner and walking a bit. It's
reached that moment in the conversation where it feels like something needs to happen now, or it'll get real
awkward. So you ask her, "What do you want to do? Shall we..." and then give her these options:

Keep walking and talking

Grab a seat somewhere and sit down
Head to a diner for a bit
Get an ice cream

If you have, you probably know the usual response:

"Um, I don't know. I think I'm just going to go. It was nice to meet you!"

What you realize after a while is it's better to limit your choices to one (1) single choice (your Gold Choice),
ideally that you have arrived at once figuring out what this girl is most likely to want to do.

Let's say you met the same girl on a street corner and walked with her for 7 minutes, and you discovered
she loves ice cream, and hasn't actually had any in a week, and that she isn't super busy right now. You've
reached the decision point, and you tell her:

"Hey, there's an incredible Mom-and-Pop ice cream shop just over here that has the best soft serve in the
city. Let's head there and I'll introduce you to it and we can keep talking."

What's she going to say?

She's probably going to say "Okay."

 She'll say 'Okay' and you'll continue the date

That's how you present your Gold Choice: you figure out a few things about what this woman's likes are,
then you present a choice to her that lines up with those likes.

HOW MANY GOLD CHOICES DO YOU NEED?

You don't actually need an infinite number of different Gold Choices to choose from.

Just like me in the tire shop. The Goodyear Assurance was always my Gold Choice.

Same deal with girls & me.

Usually there are just a few specific date spots I like to take girls to.

Or if I've met her on a certain street or in a specific venue, there are probably only one or two places I want
to bring her to.

The key is tying the Gold Choice to what you know the chooser wants.

If she wants a quiet place she can talk without people watching her, talk about how your Gold Choice
location is that.

If she wants a neat place with interest decor where she can people watch, talk about how your Gold
Choice location is that.

If she wants a wide open place with clean air and good food, talk about how your Gold Choice offers
that.
For example, let's say you've met a girl in a shop via a day game approach. And your Gold Choice location
is a little coffee shop overlooking the outdoor mall area.

For each of those girls above, you'll present it in a different way:

"Let's head over here. There's a quiet little spot I know we can sit and talk more."

"Let's head over here. There's a great spot with a view out over the walkway that is perfect to people
watch. We can talk more there."

"Let's head over here. There's a fantastic spot with clean air and good cafe food where we can sit and
talk more at."

Because you've tailored it to what you know she wants (which you found out while you talked to her via
screening questions), you're able to present this choice as a Gold Choice.

And she is very likely to say "Yes."

WHEN TO USE A BRONZE CHOICE

You only roll out a Bronze Choice when the chooser is waffling or rejecting your Gold Choice option.

And you only do so with women when you don't think persisting a bit more will work.

Dating a woman is a bit different from selling a customer on a product or service.

With the customer, if he feels pushed into the product or service, he may regret it.

Too with the woman, if she feels too pushed into going with a guy, she can regret it... however, there is
another factor too, where if the man is a little pushy (but not over pushy), it can make him seem like a
stronger leader, which makes him a more attractive option to the woman, and solidifies him in her mind as
the right choice.

It works like this:

1. Girl is almost ready to say yes, but not quite --> you insist a bit more, get her to say yes, and now
she's fully on-board with that decision

2. Girl is waffling hard and looks like she might say no --> you present her with a Bronze Choice option
instead

The Bronze Choice is really for decision points where your date could go either way and she is not
especially emotionally sold on definitely doing something with you.

The rule of thumb: the more you can tell she wants to do something with you, the more you should persist,
and the less you should present other options.

If her conversation with her is still just a nice pleasant conversation but you can sense she could easily just
walk away, then give her a Bronze Choice if your Gold Choice doesn't compel.
 Is she playful and into you? You can persist. Is she seriously on the fence? Give her a Bronze Choice.

For instance:

[you've walked with this girl for 7 minutes. You know time's just about up with her, and
you need to transition to something else or let her go. You also know she likes quiet
places to sit and talk]
You: Let's head over here. There's a quiet little spot I know we can sit and talk more.

Her: Ummm... [you can tell she's getting ready to possibly bail]
You: Or you know we can keep walking. It's not as quiet out here with all these people
around and I think you'd really like that spot, but it's still okay.
Her: It's fine, we can sit. Where's the spot?

Walking in this not-as-quiet place with "all these people around" is the Bronze Choice.

You remind her again of the Gold Choice by telling her you think she'd "really like that spot", then return to
the Bronze Choice again and frame it as "still okay" so she doesn't feel like you're pushing the Gold Choice
on her.

And what happens?

She weighs the Gold Choice vs. the Bronze Choice and chooses Gold.

You'll be surprised how consistent this technique is for guiding people toward the right decision.

STRUCTURING YOUR BRONZE CHOICE

Here's how you present the Bronze Choice:

1. Introduce it with "Or..." "There's also..." "The other option is..."

2. Give the Bronze Choice: "We can keep walking"

3. Frame the Bronze Choice as somewhat inferior to the Gold Choice: "It's not as X as the Gold Choice
and I think you'd like the Gold Choice more"

4. Reassure her the Bronze Choice, though inferior, is still also good: "But it [the Bronze Choice] is still
okay."

In this way, you juxtapose the Bronze Choice nicely against the Gold, without seeming pushy, while still
leading her to examine both and find the Gold Choice much more appealing.

Simply by virtue of her now having the Bronze Choice to compare it against, the Gold Choice looks better.

You increase the perceived value of the Gold Choice by giving her a Bronze one to contrast it with.

YOU'LL ONLY NEED THIS ONCE OR TWICE IN A COURTSHIP

This is not a tactic to constantly use.

If you're doing well in the courtship, typically she is going to get into you, and then you can deal with lower
levels of resistance from her by seducing her or persisting with her.

You should really only be using Bronze Choices to back up Gold when her emotions are low toward you, or
have recently fallen (e.g., they hit a trough), and you need to convince her to do a thing rather than simply
to be with a man she likes to be with.

You can also use it when her emotions are not quite ready for an action you want her to take.

For instance, she's back at your place, and she is into you, but she isn't ready to go to bed with you. You're
kissing her, and she's kissing you back, but every time you try to feel her body up she bats your hand away.

So you tell her, "Get on your stomach; I'm going to give you a massage."

And she says, "No!"

You know she likes you, but she's resisting moving to this next step with you (because she knows where it
leads and she isn't 100% sure she's ready for that yet).

So you give her a Gold Choice / Bronze Choice decision to make:

"I mean, we can keep sitting here with me NOT massaging you. And I guess this is nice too. But it's not as
nice as me rubbing all the stress out of your shoulders and tension from your spine. But it's okay I guess.
Let's just stay like this, with me not massaging you then."
60% of the time she is going to lay right out and tell you to massage her.

“Okay, massage me!”

Or another alternative, if she turns down the massage:

"You know what, that's fine, because actually I really need a massage. And you seem like you'd be great at
that. You've gotta go hard and deep though, I don't want some half-assed womanly massage. Okay?"

Some women will say 'okay' to this. Many other women (in my experience) will immediately instead lie
down and say, "No, you massage me!"

(it's actually hilarious to me how often a woman saying no to you doing something will then demand that
you do it to her if you tell her it's fine when she says no, and ask her to do it to you instead. I've used this
technique countless times, and it never fails to crack me up how girls respond to it)

Anyway, that's Gold Choices and Bronze Choices.

Remember not to hit women up with too many choices; it just confuses them and hurtles them down the
path of least resistance of "Never mind, I've got to go."

Instead, give them ONE (1) perfect, tailored-for-them Gold Choice to select.
 When things go well, Gold is all you need. You can skip the Bronze

Then if they hem and haw, and you sense persisting won't lead to things going how you want, you give
them a Bronze Choice instead.

Most of the time when they see that Bronze Choice, the Gold Choice is going to look a lot better, and they'll
choose Gold after all.

Chase

About the Author: Chase Amante

Chase woke up one day in 2004 tired of being alone. So, he set to work and read
every book he could find, studied every teacher he could meet, and talked to every girl
he could talk to to figure out dating. After four years, scads of lays, and many great
girlfriends (plus plenty of failures along the way), he launched this website. He will
teach you everything he knows about girls in one single program in his One Date System.

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