A young guy (early 30s) recently moved into a new condo and wanted all the latest electronics – 63″ plasma; home theatre sound; the whole nine 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 Toms part. While Tom was fitting it all, the buyer took the time to ask about all the technical questions Toms 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’ve heard those words in previous modules.

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.

You see, 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.