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What Is 'Exclusivity'?

In most sales situations, it’s in your best interest to maintain Exclusivity: creating a unique offer or quality that other firms can’t match.

If you’re the only person or company that offers what your prospect wants, you’re in a very strong position to negotiate on favorable terms.

Exclusive offers make it much easier to maintain high Perceived Value, since there’s no direct competition.

Exclusive offers are easier to create when you’re creating something new, which means an exclusivity strategy makes the most sense for Products and Services.

Josh Kaufman Explains 'Exclusivity'

In most sales situations, it’s in your best interest to maintain Exclusivity: creating a unique offer or quality that other firms can’t match. If you’re the only person or company that offers what your prospect wants, you’re in a very strong position to negotiate on favorable terms .

If you want to purchase an iPhone, you’ll have to buy it through Apple: they’re the sole source. You might purchase the product direct or through a retailer: either way, Apple is paid. So long as you want an iPhone, and aren’t willing to settle for an alternative, Apple wins.

Exclusivity is beneficial for many reasons. Exclusive offers make it much easier to maintain high Perceived Value, since there’s no direct competition. Substitutes or alternatives may exist, but if a prospect is set on your specific offer, they’ll have to obtain it through you, making it far easier to set high prices and maintain healthy Profit Margin.

Exclusive offers are easier to create when you’re creating something new, which means an exclusivity strategy makes the most sense for Products and Services. Resellers typically find it difficult to establish exclusivity unless they play a role in the product’s manufacture, which is why retailers often create “private label” brands. Costco’s famous “Kirkland Signature” brand is a way of creating exclusivity, as is Trader Joe’s strategy of negotiating with manufacturers to create unique products.

If you’re the exclusive source for what your prospects want, you win.

Questions About 'Exclusivity'

• Do you have any exclusive offers?
• What would you need to do to create an exclusive offer with high profit margins?

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"The best strategy is always to be very strong."

Carl von Clausewitz, military strategist

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https://personalmba.com/exclusivity/

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