The exclusivity close is a wonderful sales technique that helps inflate the perceived value of your product. As you use it, you can also fan the flames of burning desire in your prospects to buy from you.
This type of closing technique appeals to a person’s longing for a sense of identity. To tell the truth, we all need to feel belonging and also feel special (unique). Unless we find a way to satisfy this psychological need, we will remain in a state of discomfort. Therefore, if you can satisfy your prospect’s emotional need, you can get them to do your bidding.
By combining this technique with another that appeals to the fear of loss, you can concoct a lethal combination that can potentially bring your prospects to their knees begging for their stuff.
Here’s how to use the exclusivity closure:
1. Create desire. Sell your prospect on the benefits of your product. This is important groundwork because they won’t care what you throw at them if they don’t want what you’re selling.
2. Explain why your product is not available to the man in the street. You can also tell your prospect what’s available to the public: a watered-down version that’s also more expensive.
3. Describe the qualification needed to make the purchase. At this point we can also highlight other advantages that this privileged group has that the man in the street cannot enjoy.
4. Tell your prospect that they are qualified to make the purchase because they are qualified. If he doesn’t, explain how he can qualify or make a special arrangement so he can qualify.
The best way to learn how to use this technique is to see how other companies use it. Drive into town and see which retailer feels the most upscale. So ask yourself why…
Financial institutions that sell credit cards often use this technique. An applicant for a Platinum card must have a minimum annual income of $100,000 before their forms can be considered for approval. However, they will (quite often) lower this criteria to allow more credit card sales.
Using the exclusivity close, prospects are thrilled to be part of the elite group even if they don’t make nearly $100,000. They feel a sense of privilege to be allowed into the fold. Therefore, closing these prospects is like shooting a fish in a barrel. Almost all of them will submit their application form.
To create a sense of urgency, these promotions have a short deadline. This motivates most of your prospects to sign the forms instantly.
You have an easier job: these companies have already bulldozed the test. You just have to collect your ideas and implement them in your business to enjoy the results.
Although closing out on exclusivity may not catapult you to celebrity status right away, you can immediately enjoy the privilege of letting your hungry prospects into your exclusive club while earning money from their sale.