How we change what others think, feel, believe and do

Embarrassment Close

Disciplines > Sales > Closing techniques > Embarrassment Close

Technique

Maneuver them into a position where not buying would embarrass them.

Dissuade them from buying cheap (rather than 'less expensive') options by pointing out that they are cheap, low quality, etc. and that more expensive options are much better value.

Tell stories of cheapskates who make 'false savings' with the cheap options.

Sell to the people they are with, so the other person would have to disappoint their friends, family, etc. by not buying.

Appeal to their sense of important and affluence.

Examples

This is the cheapest option. This one, however, is much better value.

Hello young man, do you like this? ... Well, madam, I think he's made a choice!

Not many people can afford this one.

How it works

The Embarrassment Close appeals to emotions such as pride. It uses the Alignment principle to get people to align their buying actions with their self-image of kind, affluent, etc.

It works particularly well if the other person is in a social situation where the embarrassment would be particularly strong, from a group of peers to a person of the opposite sex.

Young men, perhaps unsurprisingly, are particularly susceptible to the Embarrassment Close.

Embarrassment Close

Technique

Examples

How it works

See also