Exclusive, VIP, limited availability … what do these things have in common? A “special” tag. Why do people want something that no one else has? There are many reasons and one of them is that it makes people feel special as well as once again, a part of community if what they belong to is limited access membership.

American express has a card called Centurion Card. This is a by invitation only, exclusive, $2,500 / year fee card. You can buy a Bentley on this card. Furthermore this card gives you access to the VIP events and sold out shows.

How can you apply this to your business tomorrow?

Well, why not offer an exclusive product or service to a limited number of clients? People like to belong to a “club” and the more exclusive it is the more desire you’ll get from prospects. Note that this strategy can not be applied to every market.

P.S. Real life example … remember the last time a sales person in the store mentioned to you that what you are looking at might be sold out? Or that they are low in stock on it? Or that it’s a limited availability item and they “might” have one more for you? Cheap tricks, but they work!