Great to know you're learning something from this post.  The "What If" is usually the Call-To-Action, CTA. So assuming in your sales presentations, you have gone through the Why, What and How, the What If question (more like a statement actually) can be,

"So, Mr. Client. If you would just let me know if black or red is your color of choice, I can get it shipped to you tomorrow morning."

*The Black or Red is also called an alternative close, because regardless whether what they choose, you've got the sale.

Hope it's clear enough. :)