I read about this crazy Chanel trick but I didn't believe it...
To read Nader Anise's bio on Wikipedia, go to:
Dear ,
Chanel is one of the world's most exclusive designer brands.
The company is worth $9 billion.
Their toll free number, which is answered LIVE 24/7, is (800) 550-0005.
I recently read in one of my marketing newsletters about their ULTRA-EXCLUSIVE positioning, to the extent that EVEN IF YOU HAVE THE MONEY TO BUY, THEY MIGHT NOT SELL TO YOU.
I was intrigued.
So I decided to test the theory out: Was it true that they won't let me buy even if I was a ready, able and willing buyer?
I called the phone number above (which I got from their website www.chanel.com) and told them that I was looking to buy a woman's handbag for my wife.
So, it went something like this...
Chanel Rep: Have you purchased from Chanel before?
Me: You mean me personally?
Chanel Rep: Yes.
Me: Does it make a difference?
Chanel Rep: Yes, it does. We are unable to sell to you unless you already bought something from one of our stores and are in our system.
Me: Well, I personally haven't bought anything from one of your stores -- but you're telling me I can't buy any of the handbags for my wife, even if I have my credit card in hand and want to spend $5,000 or $6,000?
Chanel Rep: I'm sorry sir, that's Chanel's policy.
Me: Ok, thank you.
__________________________________
Pretty remarkable, right?
As you probably know, the concept of exclusivity is nothing new in the marketing world. It's one of the oldest tricks in the book to create demand and make commodities seem practically unattainable. "Unattainable," unless, of course, you are one of the "privileged" few who meets their criteria.
That's the way Chanel (and many other companies) manufacture an insanely loyal following willing to spend four and five figures on a handbag.
Now, I'm not saying you should go to Chanel's extreme, but f you are able to somehow work an exclusivity angle into your business, you might be surprised at the heightened interest in what you're selling.
It can be anything like prequalification to working with you, a limit on the number of clients/patients/customers you will accept, setting a deadline for response, offering a limited edition, requiring letters of recommendation before working with you, limiting your business or practice to referrals only and so forth.
As a business owner, this approach may not be for everyone, but it may just be what your marketing efforts need.
P.S. In case you find my Chanel story hard to believe, I encourage you to call them at (800) 550-0005 and test it out yourself.
Until next time...
And, remember, K.I.C. (Keep It Coptic)!
