We recently heard of an experience that strongly reiterates a very important sales and marketing message. It’s a crucial ‘secret’ that’s largely overlooked by most business people. Yet its importance permeates throughout your marketing and directly correlates to your success.

The story is a little abstract, but does relate the concept well.

The Story behind the Real Reason Young Guys Buy Big TV’s

A young guy (early 30′s) recently moved into a new condo and wanted all the latest electronics – 63″ plasma; home theatre sound; the whole 9 yards. He was referred to a guy who comes round and does the whole thing for you. He was called Tom.

The buyer told Tom what he wanted and Tom took care of it – no selling required on Tom’s part. While Tom was fitting it all, the buyer took the time to ask about all the technical questions Tom’s clients must ask.

Tom replied, “Actually, most clients are single guys like you and they really only ask me one question.”
“Oh, what’s that?” the buyer asked.
“Will it get me girls?”
“Oh. I wondered why you kept telling me how women will get excited when they saw my 63″ plasma.”

Now, here’s a guy who knows the secret. Here’s a guy who understands the difference between product and concept…

Before we go there though, to use this secret you have to understand a fundamental premise: If you owned a hot dog stand and wanted to succeed, what one element would be most important to you? High quality ingredients? Attractive store? Friendly staff? Good location? The answer: a starving crowd.

An important lesson. Obvious, BUT often overlooked!

Tom the TV guy doesn’t overlook that fundamental premise. You see, Tom doesn’t care if you were offended by what he says, because Tom knows his market and lives in the real world however sordid it might be. He’s identified the fact that single guys are his best customers (let’s face it, can many married guys get away with buying tens of thousands of dollars worth of AV equipment?)

So, having identified the fact his best customers will be single guys, he has developed a sales concept that will appeal to them: getting girls.

Tom’s product = TVs
Tom’s concept = Getting Girls

When we say the word ‘concept’, we also mean: angle/ offer/ USP. You should have heard those words in previous articles. Needless to say, Tom sells a lot of TVs.

Why does his concept work?

The same reason any successful marketing concept works… people buy things for emotional reasons, not logical ones! Once Tom tells a single guy this TV will increase the chances of him getting the girl, he’s excited about the product and his pulse is racing. The technical specifications of the TV, how much it costs etc all become incidental at this point.

This point is referred in marketing to the point of ‘magical thinking’. And by the way, the reality is (with young girls anyway) that a 63″ plasma TV WILL increase the chances of getting the girl IF that guy can get that girl home to show her.

In short, Tom is NOT lying. And neither should you.

And at the end of the day, the customer gets what he pays for: a great TV all hooked up and ready to go by a real pro who knows what he’s doing. In short, Tom is NOT selling junk. And neither should you.

This powerful secret isn’t a license to scam people; what we’re saying is that there is a hierarchy of things that need to be observed. Most businesses either prioritise these all wrong, or worse, miss out the critical element altogether: concept.

Here’s the hierarchy:

Market: A crowd of starving people. All bets are off if you’re not fishing where the fish are to begin with. You must have a starving, qualified, prospect list.

Tom’s market = single guys

Concept (angle/USP/offer): If the market is a lake full of fish, the concept is the bait on the hook. Clearly, the concept is driven by the market.

Tom’s concept = getting the girl

Product. To continue the fishing analogy, this is the fishing rod or net. If you don’t have a lake full of fish with juicy bait, you can have the best fishing equipment in the world and it won’t matter. Sure, you want the best gear (products), but observe the hierarchy. Clearly, and this is the part people can’t grasp, product should be driven by concept.

Tom’s product = Superb TVs professionally hooked up, unlimited support and advice.

How can you relate that to your own coaching business?