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OF all the questions we’ve received so far this is the most intriguing. When you look at a company, what do you think they really do? A company offering bread, is it selling bread? The one selling airtime are they an ICT company? Those in tourism are they in accommodation services? What are these companies really selling to their consumers?

Let’s explore examples

MoB Capital is not into loans, advisory and insurance. MoB Capital is a lifestyle company because all the loans, advice and insurance products it offers are meant to change lives and communities.

On that note the company is a lifestyle game changer because rather than just offering microfinance services it is there to give financial freedom to communities.

Econet is an inspiration company not an ICT company. The Econet business is selling innovation and inspiration that is why despite its perceived pricey services one still consumes their services.

America is a country but it sells the American dream. It says (all talented people) come to America and all your dreams will come true regardless of your circumstances.

Otherwise if it was just a country we would still go to Afghanistan with the same ease as going to America. No wonder everyone says “I’m American” even though they would have arrived in the US on the afternoon of that particular day.

Bosso (Highlanders) the local soccer club is not a soccer club but it’s a culture. It’s culture at the club that attracts players and administrators alike. That’s what brings fans to the club not football. All clubs play football but Bosso stands out because of its ethos and way of life in footy circles.

That’s the reason it’s called Bosso ‘ngenkani’. ‘Ngenkani’ is not football but a culture of excellence. Apple is not selling the famous iPhone gadgets. People are not buying iPhones, they’re buying status. Apple associates itself with status symbol. You’re somebody when you use an Apple product, that’s the message.

Is Nyaradzo selling death? Of course not. This company is selling decency. They’re saying with them when you die you’ll have a decent burial without hassles. Banks in general are solution givers, not just taking deposits, offering mortgages or loans. They solve the ills of the community.

Delta brews and imports beer for people to get drunk? I don’t think so. They offer the art of socialising.

That’s why they ask you to drink responsibly because they say drinking is networking after a long day at our businesses. They’re selling a relaxing agent not alcohol otherwise I’ll buy ithothotho. It’s the art of relaxing that is being sold here. Hotels don’t offer accommodation. Accommodation, anyone can offer but these offer relaxation or a holiday experience.

That is what people are paying for, otherwise customers have even better accommodation than some hotels. Formula 1 is not about racing cars. It’s about the experience, the status symbol, the lifestyle. It has been packaged to make you think it’s your sport if you’re rich and it has worked for them.

It’s selling a phenomenon and the well to do have bought into it in a big way. Geisha (“uyageza, ugeze,…,ugeze njalo”) was not about bath soap it was about saving your money. Due to our history it therefore appealed to our black folks because of extended family units.

Hollywood is for the rich and famous but it has numerous business concerns. Las Vegas is a lifetime experience. It’s selling over indulgence. It has worked for a place that was once a desert.

Churches are not about worshipping alone. It’s about hope through faith. Christians are buying hope. This is what Johannesburg does to other people. It gives them hope of a better lifestyle in as much as it offers job opportunities. Yes, churches need to sell — it might be a spiritual warfare but it needs earthly manoeuvres.

Your tuck-shop, shebeens, vendors are not selling products to you. They’re offering convenience in so many ways than one. The same applies to Starbucks. It’s not about coffee, its convenience. NRZ, CSC used to offer that before things went southwards. Bread companies are not selling bread but rather managing the stomach politics at reasonable costs to the buyer.

Remember South Africa during the 2010 World Cup with their once in a lifetime experience where they were selling the tournament. Why didn’t they just say come and watch a soccer extravaganza? Farming is about food security not producing just for the sake of it otherwise if that isn’t addressed you’ll not get consumers for your products.

The most intriguing one is about MacDonald’s (burger retailer). The Big Mac is into real estate than just selling burgers contrary to what people think. It has worked. They own all their places of operations. Pharmacies are giving hope not selling medicines. Universities are not selling education or degrees but hope for a better future.

Just like you go to work not to work but for security otherwise you’ll quit your business once it stops making financial sense.

What is Mercedes Benz really selling? Bold statement and class? What of Coca-Cola? Refreshing or quenching your thirst? What of music companies, bus operators and so forth? People trading in art, where is the value derived from?

EPL is it soccer or entertainment we’re buying into? Print media what are they selling really? Definitely, Rolex is not just selling a chronometer reading device in their watches!

Ever wonder why cigarettes with the “smoking kills” label still have takers. Have you seen how people buy cigars from Cuba. They don’t smoke them but just for the bite. They’re just bought for the look despite their price tag. It’s about perception only and it sells. High end car manufacturers like Ferrari, Lamborghini, Bugatti are selling that arrogance, class, creme-dela-creme bounce and self actualisation feeling to would be owners.

It’s not about cars, it’s about what it does to your ego, status and social standing and it has takers from the community.

These manufacturers are feeding into the fickleness of association that these vehicles bring. This is the art of business. It’s in the flair of the artistry of selling to consumers. You offer a solution to the community and that business dominates and generates revenues that sustain them.

It’s about perception to would be consumers of the product or service. Some call this marketing, some call it brainwashing we at MoB Capital are calling it total selling AND YOU ARE WHAT YOU SELL.

Happy selling and good luck!!

MoB Capital’s MONTHLY CAUTION.

Borrowing more than you can afford to repay could lead to serious financial challenges.