Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Habits, Frameworks, and "Outliers": Your Path to Repeat Purchases

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Habits, Frameworks, and "Outliers": Your Path to Repeat Purchases · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome to the show. It's a wonderful Tuesday morning
• 0:03
  and it's one of these one of those car wash episodes, so
• 0:07
  expect to hear a noise in the background today.
• 0:10
  I'd like us to start a book review, and that's because
• 0:13
  you've been listening to the podcast for any length of time.
• 0:16
  You know that we just moved house recently.
• 0:18
  And part of the process of moving involves, you know,
• 0:22
  packing stuff away when moving them to the new house.
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  And during that process, I discovered that I have lots of
• 0:28
  books that I haven't read in a very long time.
• 0:31
  So I figured it might be a good idea to take one of those books
• 0:34
  every once in a while and then do a book review just to expose
• 0:39
  you guys to some of the stuff that some of the stuff that I
• 0:43
  read every once in a while and let you know what my own take
• 0:46
  is, my own perspective on some of these things.
• 0:48
  Now, of course, since my area of speciality is sales, especially
• 0:52
  personal sales, I'm going to be looking at whatever material
• 0:56
  that we discuss on these books. I'll be looking at it from a
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  sales and business development perspective.
• 1:00
  And now the first book that we're going to run through is an
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  old one. It's by Malcolm Gladwell, the
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  journalist, and the name of the book is Outliers.
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  The subtitle is The Story of Success and it was Penguin
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  Books, Yes, published by Penguin Books in 2009.
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  And looking at the cover and looking at the back and looking
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  at the blurbs and everything, it looks as if the book is
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  preoccupied with figuring out what is the secret of success.
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  So I'm sure that lots of you listening to this podcast, you
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  know, you guys will find that sort of thing really
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  interesting. But the angle that he's coming
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  from, he seems to be coming from.
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  And part of the reason why I like this book is that the angle
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  that he's coming from is that success is a three fold thing.
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  Now, success is about who we are.
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  It's about what we do and where we're from.
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  So let me repeat, success is about who we are, what we do and
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  where we are from, all those things taken together.
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  And I think that's a good perspective because we have too
• 2:01
  many people running around saying that success is because
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  of where we're from or who we are.
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  You know, because there's some people who say downward is
• 2:09
  successful because his pops he was successful or Trump is
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  successful because his pops he was successful.
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  And you know, it's not necessarily the case because
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  there's some people who are born with Sirius bar as in some
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  people are born with Sirius do, but then they end up misbehaving
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  and they just squander the whole money like they lose everything.
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  So it's not a guarantee that because you are from America or
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  your family, wealthy family or you're from, you know, XYZ, that
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  is a guarantee that you're going to be successful because there
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  are other components as well. In fact, I remember watching a
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  sorry, not watching listening to a documentary because it was an
• 2:43
  audio documentary that was exploring these sorts of things
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  from an entrepreneurship angle. And I think doing an experiment
• 2:50
  with twins. Yes, with twins.
• 2:54
  What do you call them? The twins will look alike.
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  Is it identical twins? Are we so you the IT was the
• 3:01
  affair was about identical to ensure and they're trying to see
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  if they could find a genetic component for entrepreneurship
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  and the results of the research. This was a long time ago, so I
• 3:11
  can't remember what their research methodology was like
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  because I'm sure that those of you who studied statistics, you
• 3:17
  guys would like to know all those kinds of things when what
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  they found was that entrepreneurship that is genetic
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  component to it, but they narrowed it down to about 30%.
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  Of course, you know, it's curious, you know, interesting
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  to see, you know, how did you guys arrive at that?
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  But that was a result anyway, that entrepreneurship has a
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  genetic component. But that's just 30%.
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  The remaining 60% is, you know, other factors, but pretty much
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  what it is that you do. So yeah, these are sorts of
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  ideas that I'm kind of partial to.
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  That is not just who we are, where we're from, or, you know,
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  it's not any of these things in isolation, but it's everything
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  together. So you can't be from the right
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  part of the country. You can't be from the right
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  family. You can have the right genes,
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  you can have the right everything, but if you do
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  absolutely nothing, then nothing is going to happen.
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  Well, then you can come from the poorest, you know, you can come
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  from the wrong background, like Oprah Winfrey for instance.
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  You know everything stacked against you.
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  But then if you do the right things, you know you can't make
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  it work for most people. You find out the truth is
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  somewhere in between. But either way, we're trying to
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  balance everything. Who are we?
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  What do we do and where are we from?
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  And that is one of the reasons why I have this podcast.
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  You know, it's part of the focus of the podcast that what we do
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  is an important part of our success journey and is an
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  important part about how we are going to build and grow
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  sustainable business. What we do, which is why I focus
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  on learnable skills and I also focus on habituation, that is
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  doing things today, tomorrow, next, tomorrow, getting into the
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  groove, getting into the habit. Because the more you habituate
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  yourself towards good ends, you know, the greater the chances
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  that you have of good ends occurring.
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  So I mean, in other words, I mean, roughly speaking, average
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  because some of you say, no, that's not the case.
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  But remember, I'm just speaking average now.
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  So roughly speaking, if you're a young man, you take good care of
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  your body, you eat right, you exercise well, you know all of
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  that, then you know, the chances of you having a nice, healthy,
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  long lifestyle, you know, lifestyle, you know, goes up.
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  But yes, we are speaking in terms of averages because some
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  of you are going to point out that no, that's not the case.
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  I had an uncle. The uncle was obese and the
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  uncle smoked until the day he died and he womanized and he was
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  smoking a cigar and he was an armed robber and he was a drug
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  dealer and but he lived with the ripe old age of 120.
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  Yes. So these things happen.
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  But I'm just saying, on average, if you try and take advantage of
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  habituation, trying to create good habits, trying to arrange
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  your life towards certain things, then the chances of you
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  achieving those things go up. Which is not to say that, you
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  know, there are people who buckle the trend.
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  Yes, there are people who buckle the trend.
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  Well, like I say, you know, people who beat the trend don't
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  model your life after them. So like, yes, it's possible that
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  your uncle who was an armed robber and a womanizer who drank
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  and smoked and who was obese and, you know, yes, it's
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  possible that he lived to 1:20. But that doesn't mean that if
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  you do exactly everything that your uncle did that you will
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  live to be 120 as well. So that's why we're here to
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  focus on learnable skills. We focus on habituation.
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  And then we also focus on frameworks because lots of times
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  in the sales space, you know, one of the reasons why people
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  are struggling really is because they don't know what to do,
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  Especially like in the office space, you know, I noticed that,
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  you know, Olga will just get together a book of people and
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  then so I'll go and sell. I'm like, go and sell how?
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  But you didn't tell them what they're supposed to do.
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  So they go out and they don't know which way is left or right.
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  They don't know who they're supposed to be talking to.
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  You don't know how you introduce yourself.
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  You don't know how you state the value proposition.
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  You don't know how you do needs analysis.
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  You don't know how to figure out what it is that the person
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  wants. You don't know how to negotiate.
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  When you're done negotiating, you don't know how to close.
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  When you close, you don't know how to follow up with the
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  customer. You don't know how to run
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  customer service. Customer service moves to be
• 7:07
  sure that everybody's happy. After that, you don't know how
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  to try and get a referral from them to bring in repeat
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  business, you know, so that lots of things that people don't
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  know. But then for those of you who
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  run businesses, you just say, you know, help wanted.
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  You just hire, you know, the most attractive girls or the
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  guys who sound the most confident and then also go and
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  sell and they expect that business to move like how you
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  didn't train them. And then for those of you who
• 7:31
  are self-employed, it's the same thing.
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  You know, like in my own case, I was good at taking pictures.
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  Somebody say you should be a photographer.
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  I was like, OK, cool. And then that's how I began.
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  Somebody says, oh, you're good at making dresses.
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  You should be a fashion designer.
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  Like, OK, maybe, but there's more to the story.
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  Yeah, you're good at making dresses and coming up with
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  designs and everything. But at the end of the day, we
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  still have to sell the damn thing.
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  And do you know how to sell? So that's the reason why on this
• 7:55
  podcast, we focus on these sorts of things.
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  So it's not just who we are, the skill set, the background, the
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  family, the whatever, but it's also about what we do.
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  So what learnable skills are we going to go out and acquire,
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  Sorry, acquire. What kind of frameworks are we
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  going to learn? And then how are we going to
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  execute them on the daily, consistently daily, weekly,
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  monthly, whatever your cadence. Oh, by the way, I think monthly
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  is too much too, too big. I don't think you can do
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  something consistently on the monthly schedule and then expect
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  to see some progress. So when it comes to sales and
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  business development, typically we're talking about daily or
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  weekly cadences. So you're going to be
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  prospecting. That means you're going to be
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  prospecting every day or maybe on a weekly, whatever.
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  Maybe you have some set days aside, so they do prospecting on
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  Monday and Friday or something like that and they repeat it
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  every week. But either way, you see that as
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  the habituation element coming in here.
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  So that's the reason why we focus on these sorts of things
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  over here on the pod. So this is going to be the first
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  true book review because for the last book review, I didn't
• 8:58
  really read it. I just looked at the main things
• 9:01
  in it. But for Malcolm Gladwell, you
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  know, I'll take my time and I'll go through it, you know, one
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  page after another. And then after that we'll have
• 9:06
  some interesting conversations. But so far, looking at the
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  cover, looking at the BLOB, looking at the intro, looking
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  at, you know, all that intro intro part of the book, Michael.
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  Sorry, Malcolm. Malcolm Gladwell's thesis is
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  that success is not just about who we are and where we're from.
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  It also matters what it is that we do.
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  And I hope you guys are going to be along with me for the ride as
• 9:32
  well for this book review. Speaking of book reviews, I
• 9:35
  actually had someone record a book review, Emmanuel.
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  So I can't remember his full name, but I have it on my phone.
• 9:42
  But I haven't done the editing and stitching together because,
• 9:45
  you know, most of the, in fact, not even most all the broadcasts
• 9:48
  I've done have been live, OK, apart from one where the
• 9:51
  communication specialist in Canada, Nene, well, she recorded
• 9:55
  that one and then edited, edited it.
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  So that was my first and so far the only interview broadcasts
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  that I've done. So since editing is not my
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  Forte, to be honest, Emmanuel, I will get to it.
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  But the file is on my phone. I just need to figure out how to
• 10:08
  edit it and also how for me to record an intro and then an
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  outro and then stitch your 3 together and then put it over
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  here on the show. So I'll figure that out.
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  And after I'm done with this Malcolm Gladwell review, your
• 10:19
  own review will be next. So yeah, if you guys join me on
• 10:24
  this book review, let's see what we can learn from Malcolm
• 10:27
  Gladwell's outliers. Again, the sub text, I'll be the
• 10:31
  subtitle or whatever is the story of success, Penguin Books
• 10:35
  2009. But in typical Niger fashion, if
• 10:39
  you go to the nearest, for those of you living in Lagos, if you
• 10:44
  go to the nearest garage, you know, go to or just a new
• 10:47
  garage, go to, what should you go to all those places, you
• 10:50
  would definitely see boys who are Hawking these books and just
• 10:52
  ask them, you know, they'll, they'll hook you up.
• 10:54
  So I'm not condoning piracy, you know.
• 10:56
  But anyway, let me stop there before I say something that will
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  get me in trouble. So if you'd love to connect for
• 11:02
  a strategy session, a business audit, or you have questions
• 11:05
  you'd like for me to answer, the number is 08064662140.
• 11:11
  The country code is +234. That's my WhatsApp number.
• 11:14
  Then connect with me on LinkedIn, the name to look for
• 11:16
  Establishima IED. Then on YouTube, my YouTube
• 11:19
  channel, same name Tabishima IED or just search sales for the
• 11:23
  Nigerian business person and you see the podcast.
• 11:26
  So thanks for your time and attention.
• 11:28
  I'll catch you guys tomorrow and hopefully, yeah, we'll continue
• 11:32
  with this journey on Malcolm Gladwell Outliers, the story of
• 11:36
  success. So I'll catch you guys later.