The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

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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'


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

Carl von Clausewitz, military strategist


From Chapter 3:

Sales


https://personalmba.com/exclusivity/



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The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

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