Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Perfume and Body Oil Business: Overcoming Customer Acquisition Challenges

Transcript

The Perfume and Body Oil Business: Overcoming Customer Acquisition Challenges · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome to the show. Apologies for the noise in the
• 0:03
  background because today's episode is an out and about
• 0:05
  episode so you're going to hear the usual distractions.
• 0:09
  Now today I'm going to share a conversation that never happened
• 0:12
  because I was supposed to have a conversation with Divine.
• 0:15
  He's based in photo. That's a worry and I was really
• 0:21
  surprised to hear that because you know, back in my uni days,
• 0:25
  the only University of Technology I knew was FUTA.
• 0:28
  That's where it's FUTA. I guess of Federal University of
• 0:32
  Technology is at Bukuta, I can't remember anyway, so I only knew
• 0:35
  futa. I was surprised to know that
• 0:37
  there's a FUTO and there are other universities of technology
• 0:41
  as well now, divine cells, perfumes and body sense in the
• 0:45
  university community. And we were supposed to have a
• 0:47
  little chat about how to achieve his business goals.
• 0:50
  But that conversation never happens because, well, you know,
• 0:52
  things are busy with students and then things are also busy
• 0:55
  with me as well. Now, in the past, I used to try
• 0:58
  and chase up everybody to make sure that, you know, if I
• 1:01
  promised you a conversation, we'd have a conversation.
• 1:04
  But to be honest, you know, things are getting busier.
• 1:06
  I have client work that I have to get back to and then I also
• 1:09
  have one or two other ones that I'm trying to chase.
• 1:12
  So the onus is on you actually, if you reach out to me and you
• 1:16
  want to have a free business session, a strategy audit,
• 1:20
  sorry, a business audit, or you want to have me answer a couple
• 1:25
  of your questions. You know, sure, I'm, I'm open to
• 1:27
  talking to people for free. I have absolutely no problem
• 1:30
  with that because, you know, my philosophy is information is
• 1:33
  free and then execution is what it is that you pay for.
• 1:36
  So yeah, I'm down for a free conversation, but The thing is I
• 1:39
  can't chase everyone. So if we agree to a time or a
• 1:44
  place, that's for those of you that I've seen in person.
• 1:46
  So if I agree to a time or to a place, the responsibility for
• 1:50
  making sure that this interaction happens is up to you
• 1:54
  and not me. The best I can do is to say,
• 1:56
  look, I'm available Friday at 10:00 AM.
• 2:00
  Send me a Zoom link and we'll have a chat.
• 2:03
  So if it's ten O 5 and I don't see any Zoom link from you, I'm
• 2:07
  not going to chase you up. I'll just keep doing my thing
• 2:10
  and if time passes, time passes, you know, be like, oh, look,
• 2:12
  sorry, I'm busy. I'm on to something else.
• 2:15
  So for those of you who are going to reach out for a
• 2:18
  strategy session or a business audit or you have questions
• 2:21
  you'd like for me to answer, just know that the onus is on
• 2:25
  you. I'm not going to chase you up.
• 2:27
  Now the number to call is 08064662140.
• 2:32
  The country code is +234 for those of you who are not
• 2:36
  Nigerian, then that's my WhatsApp number as well.
• 2:38
  You can also connect with me on LinkedIn the name to look for
• 2:41
  establishing my IED and then I have a YouTube channel with the
• 2:45
  same name as well. So everything that I put out is
• 2:49
  out there on on on the YouTube, including all the videos that I
• 2:54
  used to have on Tiktok. I think most of the videos I
• 2:58
  used to have on Tiktok. I've shut down my Tiktok
• 3:00
  account, but they're on the Youtubes as well.
• 3:02
  So you can go and yes, so you can go and have a look.
• 3:06
  All right, so now let's go into this conversation that never
• 3:09
  happened. So Divine, if you're listening
• 3:10
  to this podcast, yeah, this is for you.
• 3:13
  We didn't have the conversation, but these are some of the things
• 3:16
  I'm assuming we would have spoken about if we did have that
• 3:19
  conversation. So like I said, Divine, he's in
• 3:23
  photo and he sells perfumes and body sense and he says his main
• 3:28
  challenge is reaching out to customers.
• 3:31
  Although in my own opinion, I think he's doing pretty well.
• 3:33
  Because if I remember the conversation, because I can't
• 3:36
  find, you know, where I wrote down all the details because
• 3:40
  this conversation was supposed to have happened a long time
• 3:42
  ago. I'm surprised if it's almost
• 3:44
  like a month we should have spoken.
• 3:46
  I think it was doing maybe like around I kind 70 something 80
• 3:49
  something K in in in profits. And in my own opinion, you know,
• 3:55
  it's not bad. I mean, you're dealing with an
• 3:57
  industry where you don't profit much on the perfumes.
• 4:01
  Like I know someone who sells some perfumes and you know, you
• 4:04
  hear that a perfume costs, you know, maybe like 300K and you're
• 4:07
  thinking, man, that's mad money. But then when you talk to the
• 4:10
  person who sells the perfume, person like, look, yeah, this is
• 4:13
  in Miyake or this whatever. And yeah, it's 300K retail.
• 4:17
  But the one that enters in my pocket, the profits, you know,
• 4:20
  the profit, you know, you no reach 20 K, you know, that kind
• 4:22
  of thing. So the margins are not super
• 4:25
  high. So I'm assuming if you're doing,
• 4:27
  you know, 70 to 80 K, you know, roughly every week and you're in
• 4:32
  the student community, you actually are not doing too bad,
• 4:35
  not doing too, too bad at all. But we'll have we'll talk some
• 4:40
  more about what the appropriate, what's that word expectations
• 4:45
  are to have. So he says his challenges are
• 4:47
  reaching out to customers. But then again, who doesn't have
• 4:50
  that challenge? Everybody does.
• 4:52
  Then the things has tried previously in the past included
• 4:56
  putting our posters on campus and then WhatsApp sending DMS to
• 5:01
  people, broadcast messages. Then oh guys, sorry, it's a
• 5:04
  windy day here, just in case the microphone is picking up all
• 5:07
  this wind. Then let's see what else.
• 5:09
  Okay, then another challenge that he's not clear on his ICP.
• 5:13
  If this is your first time listening to the show, the ICP
• 5:15
  just means your ideal customer profile, your customer avatar,
• 5:18
  the main people you're supposed to be chasing, the juiciest
• 5:21
  people you like to work to, the people that give you life, the
• 5:24
  people that give your bank account life.
• 5:26
  You know, you understand what I'm saying?
• 5:27
  Those people, those are your ideal customer profile.
• 5:30
  Now, the idea behind the ideal customer profile is this.
• 5:33
  That's some people that yes, they give you money, but then
• 5:35
  they drain the life out of you. If that's not your ideal
• 5:37
  customer, then avoid those people because they give you
• 5:40
  money, but they give you a shit load of stress and then at the
• 5:42
  end of the day, the money no go make sense again.
• 5:45
  So we need to answer ourselves these questions.
• 5:47
  Who who are my ICP? So when I wake up in the
• 5:49
  morning, I know who I'm chasing. I just face what I'm supposed to
• 5:51
  be facing and, you know, get my stuff done.
• 5:54
  So what people that I love working with, what are the
• 5:56
  people that pay me right? You know all these kinds of
• 5:58
  questions and although I recommend also looking at your
• 6:02
  trading history to try and figure out who are the people
• 6:05
  that you've ended up doing the best business with or the most
• 6:08
  business with. So all these sorts of questions
• 6:10
  that we need to answer these sorts of questions, then let's
• 6:14
  see what else. OK, I mentioned that the
• 6:16
  strategies he has tried so far as he has done OK, QR codes, I
• 6:19
  didn't mention that putting up QR codes to send people to his
• 6:23
  website. OK, I mentioned that he has been
• 6:25
  putting posters on photo the Warrior campus.
• 6:29
  Then what else? OK, share Flyers.
• 6:30
  I mentioned that. What else?
• 6:32
  What else? OK, he doesn't want to waste
• 6:34
  money when it comes to promotion because he doesn't want to.
• 6:38
  And I put it, he doesn't want to squander Monisha, you know where
• 6:42
  he wants to put money where he thinks it's going to be a sure
• 6:44
  thing. And we discussed, we would have
• 6:47
  discussed that then. OK, yes.
• 6:50
  Then another challenge is that he doesn't know his UVPUVP just
• 6:53
  means unique value proposition. Unique value proposition is the
• 6:59
  answer to the question, why do people do business with me?
• 7:02
  You need to know why people are doing business with you.
• 7:04
  Because if you know the main, the main reasons, then oh,
• 7:09
  sorry, a notification has come up on my phone.
• 7:13
  Oh yeah, sorry about that. What was I?
• 7:17
  So if you know the main, the main reasons why people are
• 7:19
  reaching out to you, then you know what it is to put in your
• 7:22
  marketing collateral, you know what to say in conversations,
• 7:25
  things like that. So know your UVP, your unique
• 7:27
  value proposition, why people do business with you, what problems
• 7:30
  do you solve? All those kind of things.
• 7:31
  If you know them, it makes it easier for you to close the
• 7:34
  sale. So some of these questions, you
• 7:36
  know, sounds sounds like theory, but when I, when you reach out
• 7:41
  to me and then I ask you some of these questions like what's
• 7:43
  your, you know, UVP? There's a reason why, right?
• 7:47
  So I'm so some of you, when you reach out to me, because the
• 7:49
  process is this, you reach out. This is a standard set of
• 7:52
  questions that I send everybody. I send those questions, you
• 7:55
  answer them based on the answers.
• 7:57
  You know, we'll now know how this conversation is going to
• 7:59
  flow then. Yeah, some of the questions
• 8:03
  there might seem strange, like ICP and then UVP.
• 8:08
  But anyway, I'm asking them for a reason.
• 8:11
  So let's get into the conversation.
• 8:13
  That never happened. So on this whole thing, now that
• 8:18
  Divine's challenge is a customer acquisition, OK?
• 8:21
  What I would have told him, and what I'm going to tell everybody
• 8:24
  is that, look, this is just a normal part of doing business.
• 8:26
  So just embrace the challenge, all right?
• 8:30
  There's a normal part of doing business.
• 8:32
  There's nobody. OK, Well, there are some people,
• 8:34
  but there are few. There are very, very few, but
• 8:37
  there's very few people wake up and say my problem is too many
• 8:42
  customers. What am I going to do?
• 8:45
  Those people are very, very few. And by the way, if you're
• 8:49
  somebody who is in that situation, the answer to the
• 8:51
  question is raise your prices. Let me repeat, there are very
• 8:55
  few people who are in that situation where they wake up and
• 8:58
  say, hey, God, I have too many customers today, I won't die.
• 9:02
  What am I going to do? The answer, if you're one of
• 9:06
  those people in that situation, is raise your prices.
• 9:10
  You can hire more people so that you can deal with the excess
• 9:16
  orders and things like that. But you know, hiring people is
• 9:20
  something that takes time. You need to interview, make sure
• 9:22
  you hire the right person, train the person, make sure that the
• 9:24
  cultural fit is right, you know, things like that.
• 9:26
  That's if you're a self-employed person.
• 9:28
  But the quickest thing you can do is raise your prices.
• 9:33
  And some of you will say, yeah, if I raise prices now, people
• 9:36
  will fade, people will disappear.
• 9:37
  Yes, some people will disappear, but then you'll be left with
• 9:41
  people who are willing to pay the price and it will make it
• 9:44
  worth your effort. Now, there's a mathematical
• 9:47
  model for this thing. Of course, you know math is not
• 9:49
  my thing. But for those of you who are
• 9:51
  good in math, you know you can figure it out.
• 9:53
  You know, if you're dealing with 100 customers and each each of
• 9:56
  the customers are paying you, I don't know.
• 10:00
  OK, let me keep it simple. If you're dealing with 100
• 10:03
  customers and each of them is paying you 5K, then at the end
• 10:07
  of the day your money is what's your money self.
• 10:10
  That's 5000 * 100. How many zeros is that?
• 10:15
  That is 3. And then +2 that is five.
• 10:17
  So that should be 500 Ki. Think if my math is not correct.
• 10:21
  Please do not crucify me. I didn't tell any of you that
• 10:24
  I'm good at mathematics, which is why I married a very
• 10:27
  intelligent woman who is good at mathematics and who knows how to
• 10:30
  calculate stuff. So whenever I need to know, you
• 10:33
  know, like, oh babe, if we have this amount of money and we fix
• 10:36
  it at this interest, how much is the money going to be?
• 10:38
  I just know that I just sent that thing to my wife and then
• 10:40
  she tells me, OK, we fix it at this rate.
• 10:42
  This is how much we make. So if you're not good at
• 10:44
  numbers, marry a woman who is good at numbers.
• 10:49
  Where was I? I lost my train of thought.
• 10:52
  And so if it is 100 customers now each of them you're charging
• 10:55
  them. Try.
• 11:00
  I should have written this down and it hmm.
• 11:04
  Anyway, whatever it is that I said sure.
• 11:06
  If it is 100 people at 5K that is 500,000.
• 11:11
  OK so 500,000. Now if you're worried that if
• 11:14
  you raise your prices, let's say you double your prices now you
• 11:17
  make it 10K. The thing is, even if half of
• 11:21
  those people disappear, you will still be making the same amount
• 11:25
  of money, but you will not have more time on your hands because
• 11:31
  you're servicing half the people that used to service before.
• 11:34
  So you can see that if you double your price and a half the
• 11:36
  people disappear already. There are some benefits, the
• 11:40
  stress will go down, the money will still be the same.
• 11:43
  But The thing is, it gets now gets to a certain level that
• 11:47
  after a while you can even make more money with less number of
• 11:53
  clients. I know it sounds strange.
• 11:56
  The first time I heard it, me too.
• 11:58
  I was also thinking no, that that is not right.
• 12:00
  But I've seen it in practice. You're charging somebody 5K,
• 12:04
  you're worried about doubling it to 10 because you think people
• 12:09
  will fall away. But then after a while you
• 12:10
  realise that OK, now I'm at 20 K and yes, 80% of the people
• 12:14
  faded. But even at that I'm still
• 12:16
  making profits and now I even have free time.
• 12:19
  So basically that's what I've told Divine that nobody wakes up
• 12:25
  saying Father, Lord, I have too many customers.
• 12:28
  Very few people get to that stage.
• 12:29
  When you get to that stage, the solution is raise your prices or
• 12:33
  hire new people or may I prefer raising prices, anything we can
• 12:37
  because you know, inflation on this and this, that and that.
• 12:39
  The easiest thing to do basically is just raise your
• 12:41
  prices. So if you have too many
• 12:42
  customers, raise your prices. Everybody else, welcome to the
• 12:45
  club. That's what we do every day we
• 12:46
  wake up and we and we try to bring customers in through the
• 12:49
  door. In fact, Peter Drocker, American
• 12:52
  management consultant, business consultant, and he says that
• 12:56
  business has two functions, marketing and innovation.
• 12:59
  Innovation. All of us already know
• 13:00
  innovation. Innovation does mean changing
• 13:02
  your product, changing yourself is making things better.
• 13:04
  But then marketing. Marketing is the business
• 13:06
  function that answers the question, how am I going to
• 13:08
  bring customers in through the door?
• 13:10
  Peter Drucker says marketing is the most important function.
• 13:13
  And I will tell you whether you want to agree or not.
• 13:16
  That is absolutely correct. The reason why I know is because
• 13:19
  I was born in ATV production slash journalist, you know,
• 13:24
  household. And when we were small, my
• 13:27
  father bought Beta Max Beta Max is one of the formats for
• 13:30
  watching video. But then there was another
• 13:33
  technology called VHS. Everybody says, I mean the
• 13:37
  technical people who are like my father.
• 13:39
  And then my father's colleagues, like engineer medicine was also
• 13:43
  part of the technical team. And all of them, all of them
• 13:46
  said that Betamax was the best, But for some reason, VHS was
• 13:52
  better at marketing. At the end of the day, it is VHS
• 13:56
  that captured the whole world. So if you're listening to this
• 13:59
  podcast now, maybe you're 1516, eighteen years old, you have no
• 14:02
  idea what I'm talking about. Want to talk to your parents and
• 14:05
  ask them have you heard of VHS or VHS?
• 14:08
  As I used to watch film on when I was small.
• 14:10
  Then I asked them, have you heard of Betamax?
• 14:12
  You'll say Beta What? They have no idea of Beta Max,
• 14:15
  even though Beta Max was the technically superior product.
• 14:20
  So marketing innovation, the most important business function
• 14:26
  is marketing because people can have the technically superior
• 14:30
  product, but they will get out marketed by their competition.
• 14:34
  And back in my photography days is something that people used to
• 14:37
  complain. A lot of people say, look, this
• 14:39
  guy is photo no for himself, blah, blah, blah, blah, blah.
• 14:42
  Customers are stupid. They don't know this.
• 14:44
  It's not that the customer is stupid.
• 14:45
  The other guy is better than you at marketing.
• 14:48
  So shut up, don't complain. Go and learn your marketing
• 14:51
  game. Go and learn sales.
• 14:53
  That's how that's that's that's how you're going out flank the
• 14:55
  competition. So too many people are
• 14:58
  innovating. So back then, you know, people
• 15:00
  will go and be buying money on Photoshop courses.
• 15:04
  You know, you travel abroad, go and study, go to international,
• 15:08
  you know, New York Film School, go here go, go and Dublin School
• 15:12
  of Arts and travel, travel, travel, travel, travel, then
• 15:14
  come back and then be complaining that you're an
• 15:16
  award-winning photographer while some local chap is making more
• 15:18
  money than you. The local chap is making more
• 15:20
  money than you because even though you are technically
• 15:23
  better than him, the guy is better than marketing or the
• 15:26
  baby is better than marketing. So you have two business
• 15:29
  functions, marketing and innovation.
• 15:31
  Please learn. I'm not saying ignore innovation
• 15:34
  or so we must be learning our craft and we must be innovating,
• 15:37
  but marketing is a superior 1. So challenges in customer
• 15:41
  acquisition, that is what we're supposed to do on a daily to
• 15:45
  wake up and to see how can I bring more customers in through
• 15:48
  the door for the customers that are coming in through the door,
• 15:51
  How can I make sure that they pay more overtime for the people
• 15:55
  that are coming through the door?
• 15:56
  How do I make sure that we're getting good quality people
• 15:58
  walking through the door? Because remember I told you guys
• 16:01
  at the top of the hour that there's some like some people
• 16:06
  pay you money, but they drain your life.
• 16:08
  And at the end of the day, you're like, I this money that I
• 16:10
  collect yourself, is it worth it?
• 16:12
  So we need to make sure that the right kind of people are coming
• 16:14
  through the door. So bottom line is, yeah, divine,
• 16:17
  it's OK Welcome to the club. That's what we all do.
• 16:20
  We wake up every day and we think, how can I get more
• 16:22
  customers, better quality customers?
• 16:24
  How do I get them to pay more? It's just the nature of the
• 16:27
  game. So welcome to the club then.
• 16:30
  Posters and Flyers, Yes, you've been doing Flyers.
• 16:33
  If I'd had the conversation, I would have wanted to make sure
• 16:36
  that you understand that when it comes to posters and Flyers, it
• 16:41
  is a numbers game. The problem that people have
• 16:46
  when it comes to Flyers is somebody will go and print 500
• 16:50
  Flyers and then you share 500 and then you say, oh, Flyers
• 16:54
  doesn't work. Like you only printed 500.
• 16:57
  Like, what are you thinking? It is a numbers game when you
• 17:01
  have posters. When you have Flyers, you're
• 17:03
  supposed to blanket everywhere. Look at presidential contenders,
• 17:08
  whether it's APC or PDP or whichever party, when the
• 17:10
  election time comes, do you think they go and print 500
• 17:13
  posters and then put in? No, they print millions of
• 17:18
  posters and blanket everywhere and get the word out.
• 17:24
  Unfortunately, if you're going to use posters, that is just
• 17:27
  what the nature of the game is about numbers.
• 17:30
  So that I wanted to make sure divine they're not one of these
• 17:34
  people that went to go and print 500 Flyers.
• 17:37
  The thing with printing Flyers and posters is the more that you
• 17:39
  cheap, sorry, I said the cheap, the cheap, the more that you
• 17:42
  print, the cheaper it gets, you know, per unit.
• 17:45
  So you will find out that if you're paying 10,000 naira and
• 17:48
  they give you 500 Flyers, you might find out that if you don't
• 17:51
  want thousand Flyers, all you have to do is you know, maybe
• 17:53
  pay 15 Ki mean the price, the prices.
• 17:58
  I'm not sure about what it is now because it's been a while
• 18:00
  since I printed Flyers, but the unit economics on Flyers, the
• 18:05
  more you print, the cheaper it gets.
• 18:07
  So don't want to be printing rounds of 500 in my own opinion.
• 18:09
  Why I'm printing rounds of 11000, 2003 thousand, maybe even
• 18:13
  4000. So you're in the university
• 18:15
  community if you have 4000 Flyers and sorry, one moment,
• 18:21
  sorry one moment. OK, anyway, I'll call the guy
• 18:23
  back. So if you have 1000, if you have
• 18:29
  2003 thousand Flyers and the goal is to distribute them over
• 18:34
  the course of one year, it's not bad, it's realistic, it's
• 18:37
  doable. It's just that when you're
• 18:39
  holding the 3004 thousand Flyers in your hand will look like it's
• 18:42
  massive. But you know, if you look at it,
• 18:45
  you're distributing, you know, 5051 hundred every day before
• 18:48
  you know it, the thing we'll finish.
• 18:50
  So it's an numbers game. Don't worry.
• 18:54
  Share 500 and think you've done something.
• 18:56
  No, at the very least get 1000. And then when it comes to
• 18:59
  posters and Flyers, there's plenty of leg leg work.
• 19:01
  So get ready to walk. You know, don't use your brand
• 19:05
  new shoes. Just wear palms.
• 19:06
  You know, be comfortable because you're going to walk.
• 19:08
  Walk up and down. Take flowers to the student
• 19:11
  union building in if you know where you are, finished the
• 19:15
  student union building. We had Surya, we had gym, table
• 19:17
  tennis, sports arena, some Hangouts, things like that.
• 19:22
  Carry flowers there. Go and be sharing walking up and
• 19:24
  down. Go and share your flowers then
• 19:26
  in if we had a Booker. So I know that universities
• 19:30
  definitely and I don't know about now Shah, but back then
• 19:32
  most universities Unilac where you we had bookers.
• 19:36
  You had the fancy bookers, the new bookers, the, you know,
• 19:39
  modern, nice, clean places. Then you had the old Booker
• 19:42
  where you sell Amala. You go and stay on that zinc and
• 19:45
  eat. So in my own opinion, Shah, you
• 19:49
  know, go to the Bookers, but I think you should avoid the old
• 19:53
  Booker. There's all those places that
• 19:55
  have, you know, like Mami Market with zinc and you understand
• 20:00
  those places now you know, you're eating and then cows and
• 20:02
  chickens are walking all over the place.
• 20:04
  So in my own opinion, if you have places like that in photo,
• 20:06
  ignore those places. Go to new Booker.
• 20:07
  Go and be shiny or flyer. Go to the hostels.
• 20:11
  Go to the hostel entrance. There are some schools I hear
• 20:15
  that you can't enter a female hostel.
• 20:16
  But no problem if you can't enter a female hostel.
• 20:18
  Nobody stops you from staying at the gate of female hostel.
• 20:20
  And as they're entry, you'll be giving them flyer.
• 20:22
  But the old sister, you want perfume, correct perfume blah
• 20:25
  blah blah. You know, be handing out your
• 20:27
  your your posters. Then let's see what else?
• 20:31
  Lecture halls? Yes, lecture halls before the
• 20:34
  lecture starts go in hand the flyer or stay at the front door.
• 20:38
  As people are entering be giving them your flyer library
• 20:40
  entrance. You can't talk in the library,
• 20:41
  but you can give your Flyers outside land library entrance
• 20:45
  then off campus student housing. Because like in if back then
• 20:50
  there was this hotel, Mayfair Hotel where big boys and big
• 20:52
  girls, they should stay there. You know, the rest of us who are
• 20:55
  normal people will go and rent house outside.
• 20:57
  But some people you know will pay to stay in the hotel.
• 20:59
  So if you guys have something like Mayfair Hotel, then yeah,
• 21:02
  just stay outside the gate. Now no security guard will
• 21:04
  disturb you as people are driving in just be giving them
• 21:07
  the flyer or go to the car park and then be dropping the flyer
• 21:09
  on their cars. Then restaurants and eateries,
• 21:14
  because in university communities, you know, like EFA
• 21:18
  and UNILAC, you find out that the university like dominates
• 21:21
  the economic landscape. As in when school is dry and
• 21:24
  students has have gone home, all the other business businesses
• 21:27
  just dry up. So restaurants and eateries,
• 21:29
  plenty of students are there. So just go hand out your Flyers,
• 21:32
  then transport hubs, yeah, people that are trying to get
• 21:36
  into school, hand out the Flyers.
• 21:39
  The bus stops, hand out your Flyers, garage, people going
• 21:43
  back home, people landing to go to school, hand out your Flyers.
• 21:47
  So it's plenty of legwork, but just print, print a good bunch
• 21:53
  and then make sure that you distribute them well.
• 21:56
  But realise that when it comes to Flyers, this thing is a
• 21:58
  numbers game. So if in fact any of you people
• 22:02
  that I'm talking to, if it's a physical meeting and you tell me
• 22:04
  that you tried Flyers and I say how many, you say you printed
• 22:07
  300, I will knock you on the head.
• 22:09
  That's the first thing I will do before we continue the
• 22:11
  conversation. I give you a correct knock on
• 22:13
  the head. Flyers is a numbers game.
• 22:15
  It is a numbers game. Don't say you try 500, the thing
• 22:18
  didn't work. At the least do 1002 thousand.
• 22:21
  And then you say, OK, I tried the thing, didn't work.
• 22:23
  And then distribute everything because it can be tiring.
• 22:28
  Give yourself a goal. If you go out and say every
• 22:30
  single day I'm going to be distributing to 200 Flyers and
• 22:34
  you do that faithfully every day, you'll wake up and after
• 22:36
  six months you'll see that you've made progress.
• 22:39
  And then from the number of people who'll be calling and be
• 22:40
  pinging you, you'll see that oh truly, you have made progress.
• 22:43
  So just give yourself a goal. I don't know what goal is
• 22:46
  realistic Bashar. Every day I'll go and hand out X
• 22:49
  number of Flyers. Monday, Tuesday, Wednesday,
• 22:51
  Thursday, Friday, Saturday I'll go to female hostel and relax
• 22:55
  with my girlfriend. Then Sunday I'll dedicate it to
• 22:57
  the Lord. And then next week, Monday I
• 22:59
  will start again. Monday, Tuesday, Wednesday,
• 23:00
  Thursday, Friday. I want you to distribute to 200
• 23:04
  Flyers. So you do that every single
• 23:06
  week. You'll find that by the time
• 23:07
  January finish, OK, now when? Where we know when, March, by
• 23:11
  the time March finish you would have distributed 2200.
• 23:15
  That's one K-1234, you'd have distributed 4000.
• 23:20
  I'll be, am I correct? 200 * 5 is 1004 weeks in a
• 23:25
  month, so 123, OK, 4000. And so you see what I was
• 23:28
  saying, if you printed a batch of 4000, you can see that if
• 23:32
  you're distributing two 200 per day, one month, you finish 4000
• 23:37
  Flyers. It's not that hard.
• 23:39
  It's just that when you receive that delivery and you carry 4000
• 23:42
  Flyers, like man, this is much. But really, really as in
• 23:46
  realistically speaking, 4000 flowers is not much to 200 every
• 23:50
  day. You'll finish it in one month.
• 23:53
  So that's what I would have told Divine, sorry, let me consult my
• 23:56
  notes. Let's see what else QR codes.
• 23:59
  Now he said he had QR codes and he's sending people to the
• 24:01
  website. Now.
• 24:02
  This is my own take. When we're doing some of these
• 24:05
  things, the goal is conversation.
• 24:08
  Sales is a conversation. So let us stop assuming that the
• 24:12
  website can sell for us or that Instagram handle can sell for us
• 24:16
  or things like, I mean, these things help if that is how
• 24:19
  people discover us. But in my own opinion, if you're
• 24:21
  creating QR codes, stop sending people to WhatsApp and sorry to
• 24:26
  website and then Instagram. When you do QR code, in my own
• 24:31
  opinion, the goal is to have a conversation with somebody
• 24:34
  because it's from conversations or interactions that you can
• 24:40
  increase your, what's that word conversions.
• 24:43
  Conversion does means if I talk to 10 people, how many people
• 24:46
  did I close? If I talk to 100 people, how
• 24:48
  many people did I close? If I talk to 1000 people, how
• 24:51
  many people do I close? So the goal is always to
• 24:53
  increase your conversions that if you're talking to 10 people
• 24:55
  and doing business with three, the goal is over time, let's be
• 24:58
  getting to 5, let's be getting to seven.
• 25:00
  You will never reach 10. If you ever reach 10, you know
• 25:03
  that your product is too cheap. And what did I say you're if you
• 25:07
  have too many customers, everybody's doing business with
• 25:09
  you. Raise your prices, raise your
• 25:13
  prices. So where was I?
• 25:17
  So for this QR code of a thing, because him, he's doing QR codes
• 25:22
  sending people to websites. I've seen somebody who was doing
• 25:24
  QR code and sending people to Instagram, like what the hell,
• 25:27
  Send them to your WhatsApp now so that the best you guys can
• 25:30
  start having a conversation. If I if you know how to do the
• 25:34
  QR code thing, you know, you scan it should open up on the
• 25:37
  website on your WhatsApp. And then maybe if you have one
• 25:41
  of those WhatsApp automated messages, you know, thank you
• 25:44
  very much. How can I help you today?
• 25:48
  And you guys can figure that out.
• 25:49
  But the gist I'm trying to say is when you do QR code, stop
• 25:52
  this website thing. I beg send them to your WhatsApp
• 25:56
  or send them to your e-mail or send them to phone number or
• 25:59
  send them to somewhere where they can start talking to
• 26:02
  somebody so that we can have a conversation and increase and
• 26:06
  give us a chance at conversion. So stop giving them extra work.
• 26:10
  If somebody has scanned the QR code, that is work.
• 26:13
  Don't add an extra step in the process by letting that QQR code
• 26:17
  go to the website. It is kind of the QR code.
• 26:20
  If you send them direct to your phone, that is how we're going
• 26:23
  to close more deals. You're chatting, you're pinging,
• 26:26
  you're emailing somebody direct from your phone.
• 26:28
  Now Divine is also doing what's our broadcasts and well, if
• 26:34
  you've been listening to the show for any length of time, you
• 26:36
  already know what my opinion on these things are.
• 26:39
  When it comes to blanket broadcast broadcasting,
• 26:42
  everybody, the answer is capital.
• 26:43
  And no, no, don't do blanket broadcast.
• 26:47
  It is intrusive and it's hurting your deliverability because it
• 26:50
  is intrusive. Some people like me because I'm
• 26:52
  trying to be nice, I'll just ignore you.
• 26:54
  But there are other people who are not in business, like my
• 26:57
  wife, my mom, my in laws. You know, they're tired of
• 27:00
  seeing 200 messages in the inbox every day.
• 27:02
  So what they do is a message comes in.
• 27:04
  I don't know this person or this person is being a pest.
• 27:07
  You just start doing block, block, block, block, block.
• 27:11
  Now the algorithms are picking up this kind of behavior and
• 27:14
  they're OK. This person sends out 5000
• 27:17
  messages in the month of the 5000.
• 27:19
  He sends 4850 people block him. These are the things that you do
• 27:24
  and you now hear that oh, WhatsApp suspended my account or
• 27:27
  Facebook suspended my account or this or this.
• 27:29
  That is how it happens. So in my own opinion, all this
• 27:32
  blanket broadcast, broadcast, select all, select everyone, No,
• 27:36
  stop it. It's intrusive to people.
• 27:38
  It is hurting your deliverability.
• 27:41
  It's making it even harder for people who even want to hear
• 27:43
  from you to hear from you. So what do you do?
• 27:46
  My own opinion, build a contact list and then use an opt in
• 27:48
  strategy. Opt in just means you ask
• 27:50
  somebody, you ask for permission.
• 27:53
  It's not hard for you to send message to people one-on-one or
• 27:56
  when you're meeting them, you don't ask them, would you like
• 27:59
  to receive updates on our latest perfumes and our offers in
• 28:03
  WhatsApp? And then the person says, Oh
• 28:05
  yes, I don't mind you. Now add that person to a
• 28:08
  separate broadcast list that you have created on your phone.
• 28:13
  It is only the people that said yes that you broadcast to them
• 28:16
  only because at least they have told you, yes, you can send to
• 28:21
  me. It doesn't mean some people
• 28:23
  won't block you. Some people will still block you
• 28:25
  on that list because, you know, people forget or maybe your
• 28:28
  message has become too much. But at least the number of
• 28:30
  people that block you from that list will be lower.
• 28:34
  So this is how you cure it. Just build a contact list, ask
• 28:39
  people, would you like to receive updates?
• 28:41
  Would you like to receive offers?
• 28:43
  Would you like to receive promos?
• 28:44
  Would you like to receive usually or say, Oh yes, then add
• 28:47
  them to the list. That's it.
• 28:48
  Those are the people that you broadcast.
• 28:50
  Now on broadcasting, let's make sure that our calls to action
• 28:53
  are very clear. Call to action is what do you
• 28:55
  want the people to do next? The reason why I'm highlighting
• 28:58
  that is sometimes people just send messages for the sake of
• 29:00
  messaging. You know, Happy Easter, happy
• 29:02
  Valentine's Day, Ma, your favorite perfume as we remember
• 29:06
  you all the time. Have a wonderful year, blah,
• 29:08
  blah, blah. You know, all those kind of
• 29:09
  messages. My opinion, those messages are,
• 29:12
  you know, useless. OK, Well, they're not useless,
• 29:14
  but don't send them too much pointless messages.
• 29:17
  Your messages should have a point You're trying to educate
• 29:20
  them on something, you're trying to let them know what is new.
• 29:23
  But either way, put clear calls to action.
• 29:26
  One call to action can be visit the shop.
• 29:30
  If you're part of the university community, it might make sense
• 29:32
  to actually have a shop in in the school market because if
• 29:38
  your students, you know is vibrant, you find out that the
• 29:42
  cost that students have to pay will be lower than other people.
• 29:46
  So you can get a shop for cheap. I'm not sure what over it is
• 29:50
  like, but in OAU anyway, the students union is very, very
• 29:53
  vibrant. So they will make sure that, you
• 29:57
  know, even if outsiders are paying, I don't know, maybe like
• 30:00
  25K for a shop. You find out that maybe students
• 30:02
  are paying maybe 5K or 10K for a shop or something like that.
• 30:05
  So you can have a shop there. And one call to action when
• 30:07
  you're sending all these broadcast messages will be visit
• 30:11
  shop B2IN Owary Ultra modern students Union Market.
• 30:17
  Another call to action can be reply to order, you know, say
• 30:20
  yes to order or reply 1:00 to order the latest EC Miyake.
• 30:25
  Something, something, something. By the way, I'm not a perfume
• 30:27
  person, so I don't know if EC Miyake is a perfume or a design.
• 30:30
  If EC Miyake is a designer, then please, you know, no vex.
• 30:33
  But I know sure that during my time in school, some people used
• 30:38
  to do EC Miyake. That's whatever EC Miyake is.
• 30:41
  Then let's see what else, OK, visit the shop, reply to order,
• 30:47
  then another call to action. Share with friends who love
• 30:51
  perfumes. You know, so, but what I'm just
• 30:53
  trying to say is don't be sending all those pointless
• 30:55
  messages of dear valued customer.
• 31:00
  Thank you for patronizing us in 2024.
• 31:02
  We look forward to being a part of your life in 2025.
• 31:05
  Happy New Year or Happy Valentine's Day or something.
• 31:08
  And then you just leave the message like that.
• 31:10
  You know, one or two of those is OK, but your messages should
• 31:14
  have a clear point. Are you educating them?
• 31:16
  Are you letting them know of the latest offer or something?
• 31:19
  And then after that, make sure you have calls to action, visit
• 31:25
  the shop, reply to order, share with people, blah, blah, blah.
• 31:29
  Now let's see what else? OK, what's up?
• 31:32
  Broadcast now. Now we now have to be real.
• 31:37
  What's the word? Is it dicey?
• 31:38
  No, not dicey. Any timing is an issue.
• 31:41
  Sure, that's what I'm just trying to say.
• 31:43
  Don't be pinging people late at night.
• 31:44
  But then again, you know, this is you're like in a student
• 31:47
  community. So just trying to figure out
• 31:49
  when are students online whenever they're online, that's
• 31:51
  the best time to send that message your messaging.
• 31:55
  Then let's see what else He doesn't want to waste money.
• 31:59
  Sure, no problem. You don't want to waste money.
• 32:00
  Good boy. You need you need to reframe the
• 32:03
  way you're thinking about it. It is not that you don't want to
• 32:05
  waste money, but rather you're trying to optimize what you
• 32:09
  spend on business promotion or you're trying to find the most
• 32:11
  effective ways to promote your business.
• 32:15
  The reason why I'm saying reframe is because this is
• 32:17
  business is normal. There's no way you won't waste
• 32:19
  money. It happens.
• 32:21
  We can't avoid it. What we can do is just to make
• 32:24
  sure that the money that we spend, the effectiveness keeps
• 32:28
  going up and up and up, but they will always be waste is just
• 32:31
  normal. The reason why I'm saying
• 32:33
  reframe is because people who are focused on waste end up not
• 32:35
  doing anything at all. Some people say I don't waste
• 32:39
  money on Flyers and then because of that they never try.
• 32:41
  Some people say I don't want to waste money on Instagram
• 32:44
  advertisements because of that, they never try.
• 32:46
  Some people say I don't want to waste money physical prospecting
• 32:49
  and the, you know, I'm wasting money on fuel and boss and so
• 32:52
  they never try. And you're shrinking your frame
• 32:57
  of operations. We should be trying to expand
• 33:00
  the frame of operations. The goal is let me try this
• 33:03
  thing within reason or this one didn't work.
• 33:05
  I will never do it again. Let me try this one within
• 33:09
  reason. OK, this one worked only 5%.
• 33:11
  OK, let me try it again. Let's say we can make it work
• 33:13
  10%. So that is the proper way to
• 33:15
  look at things. So it's not about I don't want
• 33:18
  to waste money, or rather it is the money that I'm spending.
• 33:21
  I'm trying to make it much more effective.
• 33:23
  I'm trying to optimize my business promotional costs
• 33:25
  because waste is normal. Let me give you one example.
• 33:29
  My client right now was a shop in also student community.
• 33:34
  They sell what's it called digital accessories.
• 33:39
  The first time he tried Instagram advertisements.
• 33:41
  And there's the reason why I tell you people that whenever
• 33:42
  you hear of somebody who succeeded out of the gate, just
• 33:45
  know that it happens, but it's not typical.
• 33:49
  So the first 50K he spent on Instagram ads, guess how much he
• 33:52
  made back? He made over a million, close to
• 33:55
  2 million because he ran the thing campaign cost 50K.
• 33:59
  But then the two customers that he got bought gaming consoles
• 34:03
  and you know, so that was close to two M in sales.
• 34:06
  But then the second one, 50K that he ran, guess how much
• 34:08
  business he got from it? Zero, you see, So it does
• 34:12
  happen. It is possible that the first
• 34:14
  time you drop 50K, you make close to 2M, but those results
• 34:20
  are not typical. But either way, you can see that
• 34:22
  there was some waste. So the first one drop 50K, get
• 34:25
  close to two M, you say, ah, that's good, that's good, that's
• 34:27
  good. The second one drop 50K got
• 34:30
  zero. Would you say it's a waste?
• 34:32
  Maybe. But me, I prefer to say, let us
• 34:35
  look at these things in aggregate.
• 34:36
  Let us look back and say in January, this is how much I
• 34:38
  spent, how much did I make? In February, this is what I
• 34:41
  spent, how much did I make? So let's look at these things in
• 34:43
  aggregate and then we'll be be able to make much more better
• 34:47
  decisions. So yeah, there will always be
• 34:50
  waste and there'll be ups and downs.
• 34:52
  We're trying to optimize. We're trying to spend E trying
• 34:56
  to spend effectively now to reduce waste and to make things
• 34:59
  effective. What we're trying to do is we
• 35:01
  need to work on targeting. Are we sending messages to the
• 35:04
  right people? Because we're sending messages
• 35:07
  to the wrong people already. We're wasting money.
• 35:08
  The wrong person is not going to be your customer.
• 35:10
  So targeting, am I sending to the right person?
• 35:13
  Messaging, I'm sending it to the right person, but am I using the
• 35:16
  right kind of words that resonate with them or that would
• 35:20
  appeal to them or that I'll make it easy to convince them?
• 35:23
  And then conversions, I'm sending it to the right person.
• 35:26
  The message that I'm using is correct.
• 35:28
  What do I have the skill to get them to take the next step?
• 35:33
  When you work on these three, targeting, messaging and then
• 35:37
  conversions, the amount of money that is wasted will be going
• 35:41
  down and down and down. But do not deceive yourself that
• 35:46
  there's nobody who does not waste money when it comes to
• 35:48
  business promotion. Some of your advertising naira
• 35:52
  will be wasted. Some of your poster naira will
• 35:54
  be wasted when you pull fuel in your car and you drive out and
• 35:58
  you visit 10 people, some of that money will be wasted
• 36:00
  because there's no how that you go and visit 10 people and you
• 36:02
  do business with all 10. So there is waste.
• 36:05
  We're just trying to reduce the waste.
• 36:06
  We're trying to optimize the effectiveness.
• 36:08
  So don't want those people who wakes up and says I don't want
• 36:10
  to waste money. If you don't want to waste
• 36:12
  money, you find out that you're one of those people who stays in
• 36:14
  the house 247, you're posting on LinkedIn, posting here, posting
• 36:17
  there. You're not seeing results
• 36:19
  because you're shrinking. We're trying to expand out here.
• 36:21
  So expand, see what works, optimize and take feedback,
• 36:27
  reiterate, and then keep moving. So that's how we get a greater
• 36:30
  yield on our advertising costs and our business promotion
• 36:33
  costs. Work on your targeting.
• 36:36
  Make sure it's going to the right people.
• 36:37
  Work on your messaging. Make sure that you're using
• 36:39
  words, phrases, slang, whatever that these people understand.
• 36:43
  Work on conversion so that when they call you, they e-mail you
• 36:45
  and you start the conversation. You now know how to move this
• 36:49
  conversation through to a close sale.
• 36:51
  Now he doesn't know his UVP unique value proposition.
• 36:54
  This is the final one. Yeah, that happens to everybody.
• 36:57
  The solution actually is you ask people why did you do business
• 37:00
  with me? Why did you buy this specific
• 37:02
  fragrance? Why did you decide to go with
• 37:04
  this versus that is from having all these sorts of
• 37:07
  conversations? I mean, of course, after the
• 37:08
  people have paid you money and everything, you now call them
• 37:11
  up. Oh, thank you very much.
• 37:12
  I really appreciate your purchase.
• 37:13
  I hope you are enjoying the perfume, the everything, you all
• 37:15
  what not hope you made you smell nice and fresh at the last club
• 37:18
  party and these things and that. Yeah, Bros, I beg Novaks.
• 37:21
  I just have a couple of questions, you know, just help
• 37:23
  me move my ministry forward. The girl said you're my guy.
• 37:25
  You're my guy Arsenal. And then you ask you start
• 37:27
  asking those questions, you know why you do business with me.
• 37:30
  Why did you buy from me? Why did you pick Isimiaki
• 37:32
  instead of Calvin Klein? Oh, by the way, I don't know if
• 37:35
  Calvin Klein makes perfumes, you know, because I'm not really a
• 37:38
  clothing person. I just know sure that when I was
• 37:40
  in secondary school, those are the things that were used to
• 37:43
  rock Isimiaki, Calvin Klein, Tom Ford.
• 37:47
  Who again Tom Ford? Who again?
• 37:49
  Who again? Who again this guy that Tommy
• 37:52
  Hilfiger had? Those are the things that are
• 37:53
  raining. But I think back then Tommy
• 37:54
  Hilfiger was just clothes, not perfumes.
• 37:57
  But now Tommy Hilfiger has perfumes.
• 38:00
  So let's see what else? So just ask people.
• 38:03
  That's how you know you're UVP. Now, like I said at the top of
• 38:06
  the episode, the reason why you ask, I'm trying to figure out
• 38:09
  your UVP is because whatever people say, that is what becomes
• 38:14
  your market messaging. Remember, we're talking about
• 38:17
  targeting people and making sure that the messaging is the
• 38:20
  messaging is on point. It's based on what people say.
• 38:23
  That is what your market messaging is going to be.
• 38:25
  As it is actual words and phrases that customers are
• 38:28
  telling you, you will know that it will resonate with other
• 38:31
  people in the market. So that's why we need to know
• 38:34
  UVP. So let's see what else, OK,
• 38:39
  it'll help you to inform your market messaging.
• 38:41
  Let's see. Let's see.
• 38:42
  I also give you good ideas for problem based openers.
• 38:46
  Problem based openers, okay, no need to go into that.
• 38:49
  I've spoken about that in previous episodes so I won't go
• 38:53
  into that again. Then like I said, it will also
• 38:57
  make it easier for you to convert because if you are, if
• 39:03
  you have a good idea of your ICP, the ideal customers you're
• 39:06
  supposed to be talking to, and you have a clear sense of your
• 39:08
  UVP, why people are buying from you, it makes it easier to close
• 39:11
  the deal. Because from looking, just from
• 39:14
  looking and interacting with people, you will now know that,
• 39:16
  OK, is this my guy? Is this my babe?
• 39:19
  Am I talking to the right person?
• 39:20
  OK, I'm talking to the right person.
• 39:21
  This is how I should handle the conversation.
• 39:23
  You, you just be able to figure outlook, the ICP is wrong.
• 39:26
  This is not my person or the EVP is wrong.
• 39:29
  You know, my value proposition doesn't apply here.
• 39:31
  So let me move on and let me go and talk to somebody else
• 39:33
  instead of wasting time with somebody who will never buy.
• 39:36
  So now this conversation that never happened with Divine.
• 39:40
  If you would love to connect with me for a strategy session
• 39:44
  for a business audit or you have questions you'd like for me to
• 39:46
  answer again, the number to call 08064662140, country code +234.
• 39:54
  That's my WhatsApp number. Yeah, that's it.
• 39:58
  Or connect with me on LinkedIn. I'm not on any other socials.
• 40:01
  The name to look for is establish Shima IED and then
• 40:04
  also have a YouTube channel, same name Tavishima IED.
• 40:07
  So thank you very much for your time and attention.
• 40:09
  Remember, if you do get in touch, yes, I will give you a
• 40:11
  time slot, but it's up to you to make it happen.
• 40:14
  You know, if you miss it might try to charge you one or two
• 40:17
  times, but I'm not going to chase you basically.
• 40:19
  And yes, I will end up making a podcast episode about the
• 40:24
  conversation that never happened.
• 40:25
  So even if we don't talk, don't worry.
• 40:27
  Listen to the podcast. Eventually you hear the episode
• 40:29
  where I dedicated it to your questions.
• 40:32
  Well, the reasons why I like to make sure that we're having a
• 40:35
  conversation is there are some other questions that I would
• 40:37
  have liked to ask to be sure that I'm addressing the right
• 40:39
  problem and giving the right solutions.
• 40:44
  Abby. Yeah.
• 40:44
  The right. Yeah, the right recommendations,
• 40:47
  you know, to actually solve whatever problems it is that
• 40:50
  you're facing. So thanks for your time and
• 40:51
  attention. I'll catch you guys in the next
• 40:53
  episode.