| The exclusivity close is a wonderful sales | | | | to him how he can qualify or make a special |
| technique that helps inflate the perceived value of | | | | arrangement so he can qualify. |
| your product. As you use it, you can also fan into | | | | The best way to learn how to use this technique |
| flames a burning desire in your prospects to buy | | | | is to observe how other businesses are using it. |
| from you. | | | | Take a drive down to the city and see which |
| This type of closing technique appeals to a | | | | retailer feels more exclusive. Then ask yourself |
| person's cravings for a sense of identity. Truth be | | | | why... |
| told, all of us need to feel belonged and also feel | | | | Financial institutions selling credit cards often use |
| special (unique). Unless we find a way to satisfy | | | | this technique. An applicant for a Platinum Card |
| this psychological need, we'll remain in a state of | | | | has to earn a minimum annual income of $100,000 |
| discomfort. Thus if you can satisfy your | | | | before his forms can be considered for approval. |
| prospect's emotional need, you can get him to do | | | | However they'll (quite frequently) lower this |
| your bidding. | | | | criterion to allow more credit card sales. |
| Combining this technique with another that appeals | | | | Using the exclusivity close, prospects are thrilled |
| to the fear of loss, you can concoct a lethal | | | | to be part of the elite group even though they |
| combination that can potentially bring your | | | | are not earning close to $100,000. They feel a |
| prospects to their knees begging for your stuff. | | | | sense of privilege to be allowed into the fold. Thus |
| This is how to use the exclusivity close: | | | | closing these prospects is like shooting fish in a |
| 1. Create desire. Sell your prospect on the | | | | barrel. Almost all of them will send in their |
| benefits of your product. This is important | | | | application form. |
| groundwork because he will not bother about | | | | To create a sense of urgency, these promotions |
| what you throw at him if he has no desire for | | | | have a short dateline. This motivates most of |
| what you sell. | | | | their prospects to sign the forms instantly. |
| 2. Explain why your product is not available to the | | | | You have an easier job - these businesses have |
| man in the street. You can also tell your prospect | | | | already blazed the trial. You only have to glean |
| what's available to the public - a watered-down | | | | their ideas and implement them into your business |
| version that is also more expensive. | | | | to enjoy the results. |
| 3. Describe the qualification that's necessary to | | | | Although the exclusivity close cannot catapult you |
| make the purchase. At this point, you can also | | | | into celebrity status right away, you can |
| emphasize other advantages this privileged group | | | | immediately enjoy the privilege of letting your |
| has that the man-in-the-street cannot enjoy. | | | | hungry prospects into your exclusive club while |
| 4. Tell your prospect he is qualified to make the | | | | making money from their sale. |
| purchase since he qualifies. If he doesn't, explain | | | | |