Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Unlock Hidden Revenue: Upselling and Cross-selling Secrets Revealed

Transcript

Unlock Hidden Revenue: Upselling and Cross-selling Secrets Revealed · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome to the show. There will be some interruptions
0:04
in the background today because I'm out and about as usual.
0:08
Today on the show, I'd like us to look at upselling and cross
0:12
selling as a way of increasing average order value.
0:16
Now I know for some of you listening to the show for the
0:18
first time, you're wondering what does all this jargon mean?
0:21
Now let me repeat the order to look at upselling and cross
0:24
selling as a wealth increasing average order value.
0:27
So don't worry, I will explain what the terms mean.
0:29
And even though this sounds very highfalutin and technical and
0:33
complicated, I can assure you that the real meaning of these
0:37
things and the application of these things are very, very
0:40
simple and you don't have to run away whenever you hear big terms
0:44
like this. Now, before we continue shout
0:46
outs, I'd like to shout out Lovex.
0:49
He discovered the podcast, OK, I don't know when he discovered
0:53
the podcast, but he left a comment on Spotify.
0:56
That was last week, a couple of days ago.
1:00
And he said he really loves the podcast.
1:02
And then he put a caveat there because I think last week, you
1:06
know, I went on this rant about how those of you who are in
1:08
technical spaces, you know, front end, the back end
1:11
developer UICX, you know, this is this that that that about how
1:15
you guys need to watch all the technical terms that you put
1:17
there, because there are terms that we normal people, lay
1:21
people who actually need your services do not understand.
1:24
So he gave me a different perspective, saying that when
1:27
people go on LinkedIn and put front end, back end developer,
1:31
full stack, this, this, this UICXAWS is that, you know, all
1:35
those technical stuff that what they're doing really is they're
1:38
trying to position their brand for employers.
1:41
And so if you put it that way, OK, yeah, then it makes sense.
1:43
I understand why you guys do that, but you need to find a
1:48
some sort of compromise so that ordinary average everyday people
1:52
like us also know what it is that you do.
1:55
Because the first time I ran into someone who was a full
1:57
stack front end back end developer, Coda, UIUX, this that
2:03
that, that, you know, all that fancy stuff.
2:05
The first time I had a simple conversation, I had no idea that
2:08
what you guys do or stuff that regular people like me and Mumsy
2:13
and wifey and my brother and, you know, my friends actually
2:16
need. For instance, my mom just set up
2:19
an NGO and it's about girl education.
2:22
And the focus is on trying to get girls educated between the
2:26
ages of 12 and something I can't remember.
2:28
The focus is the middle belt. And of course, you know, she won
2:31
the website to promote, excuse me, a website to promote the
2:35
charity's activities. Now, ordinarily, if somebody in
2:38
my family came to me to come and say that, oh, this is what I'm
2:41
working on, what I would think is OK, let me go and meet a
2:44
graphics designer. Because as far as I know, the
2:46
only people I know who make websites are graphics designers,
2:49
you know. So how am I supposed to know
2:50
that when you put on your website full front end, back
2:54
end, full stack, you know, back stack, Omni stack, developer,
2:58
UICX, something some, how am I supposed to know that you can
3:01
make websites? You know, I have no idea.
3:03
But yes, I do take what Lovex said that these people are
3:08
positioning themselves primarily for employers, OK.
3:10
And in that sense, that way it makes sense because an employer
3:14
will understand what a full stack, Omni stack, front end,
3:18
back end developer, AWSUIUX, you know, an employer would
3:23
understand those things. So I guess, yeah.
3:27
So I guess that's it. But anyway, bottom line is
3:30
honestly, shout out to Lovex. Thank you very much for
3:33
contributing to the conversation and thank you for trying to
3:35
clarify and help me understand some things better because
3:40
nobody's a repository of knowledge.
3:42
Nobody knows everything. So if there's something I've
3:45
said on the podcast and you don't think The thing is adding
3:49
up, you know, quite makes sense, you know, feel free.
3:52
Hit me up on WhatsApp. The number is 08064662140,
3:57
country code +234. Hit me up on LinkedIn.
4:00
The name is Tavish Shima Aidi. I also have a YouTube channel.
4:03
If you comment on YouTube, I'm going to see, I'm going to
4:05
respond. So you let me know what's up.
4:08
I'll come over here on the show. And you know, I'm not too proud.
4:10
Yeah, I'm a proud guy, but I'm not too proud.
4:12
I'll take dressing and I'll say that you know what?
4:14
This thing that I said last time, somebody has sent me a
4:16
message. It has learned some some
4:18
perspective to the matter and then I'll share what it is.
4:21
So love X, thank you very much for listening to the podcast and
4:25
for commenting. And please Love X share the
4:28
podcast with other people who you think are going to derive
4:30
value from it. Now today, like I said, what
4:34
we're going to do is we're going to look at is upselling and
4:36
cross selling as a way of increasing average order value.
4:39
So plenty of big terms. So let's define what those terms
4:41
mean. I remember those of you
4:43
listening to the show right now. Whenever I define things over
4:46
here on the podcast, I'm just trying to define it in a very
4:49
simple everyday, everyday man, common man, common woman will
4:53
understand. So these definitions are not
4:55
technically precise. So every time you hear average
5:00
order value on this podcast, it just means how much a person
5:05
spends with you when they enter into your store or when they
5:08
interact with you. So every time you hear average
5:10
order value, it just means how much is this person spending
5:13
over time? How much does this person spend?
5:16
So if somebody comes today or Monday, they spend 10 naira, on
5:20
Tuesday they spend 15 naira, on Wednesday they spend 11 naira.
5:25
You know, average order value will be, I don't know, maybe
5:28
like 10 bucks, 10 naira, 11 naira.
5:31
So that is what average order value means.
5:33
How much does a person spend with you when they enter into
5:35
the store? Now, why should we be disturbing
5:37
ourselves about all these sorts of things?
5:39
Average auto value, I mean, business is hard enough as it
5:41
is. We now want to start looking at
5:42
technical terms like average auto value.
5:45
Now the reason why this is important is because when it
5:47
comes to growing your business, the primary things we can do to
5:50
grow the business. I mean, of course there are
5:52
other things you can do, you know, strategic things like
5:54
enter a new market, you know, go after a new customer cohort or
6:00
reduce expenses. That is 1.
6:03
Now, lots of business owners like to do a lot.
6:04
They like to reduce expenses, reduce expenses.
6:06
So, you know, cut salary, cut salary, don't run the generator
6:09
too much, don't use AC too much and all those sorts of things.
6:12
So yes, all those things are there, But the primary levels
6:16
for business growth, the primary things that we can move up and
6:18
down for business growth and that are like people to focus on
6:21
is, number one, get new customers.
6:24
If you get new customers, you're going to get more cash into the
6:26
business. It's not simple #2 get old
6:29
customers to keep buying from you over and over again.
6:33
So in other words, the person I bought from you in January, try
6:35
and see how they can come and buy from you again in March,
6:37
maybe in July, August, maybe in December.
6:40
But let's keep them coming back. Because the more that old
6:43
customers come back, the more money we get into the business
6:46
#3 get old customers to bring you referrals or to bring you
6:51
new customers. So the person I bought in
6:53
January and then he came again in March, if he brings his wife
6:56
in December, you know, it's not bad.
6:59
And then if wifey in in December now brings her best friend next
7:04
year February, you know, it's all good because at least all
7:06
customers are bringing new people and they're spending more
7:09
money with us. You can see that more money is
7:11
entering our coffers and the business is growing.
7:13
Then the final way #4 is to get all these classes of people,
7:18
whether they're old, whether they're new, whether they're
7:20
referral, you know, get all the classes of people to spend more
7:24
money with you over time. And that is what average order
7:27
value means. So if somebody comes and spends
7:32
money with you in January, the goal is to make sure that the
7:35
person comes back three or four times during the whole year.
7:37
You know, that's where you know the sweet money is going to come
7:40
from. But you also want to make sure
7:42
that the person is spending within a certain range.
7:45
So the person comes and spends 300K in January, but then in
7:49
March they only spend 50K and then in December they only spend
7:52
10K. And then maybe next year,
7:55
generally they only spend, I don't know, 75 K.
7:58
You can see it's up, down, up, down, up, down.
8:00
So the goal is to try and see how this person that spends 300K
8:04
in December to try and see how we can get him spending roughly
8:07
the amount, you know, sometimes spending more, of course, in a
8:11
valuable way, in a way that is valuable for for the customer.
8:15
And that is when we're going to start seeing the sweet returns
8:18
on the business. So remember, when it comes to
8:21
business growth, for me, the things I'm partial too, because
8:25
there are other kinds of strategies, The things I'm
8:27
partial too is number one, let's get new customers.
8:30
If you get new customers, you make more money #2 the old
8:34
customers you have, look for ways to keep them buying from
8:37
you over and over again #3 get those old customers to bring you
8:43
referrals or new business. And #4 everybody who is entering
8:47
your store shut, get them to spend more money with you over
8:50
time. And that is where average order
8:53
value comes in. We're now looking at how much
8:57
the person spend, because if every time somebody enters our
9:01
store they're spending 15K15K15K, it's a lot better
9:05
than if they come and spend 15K today, 2K tomorrow, 1/5 next
9:10
tomorrow. You know, So that's the whole
9:12
idea, average order value. Now let's look at the real case,
9:18
a real case scenario, real world scenario.
9:21
Now one of my current clients owns a retail store in Binion
9:25
and they sell computers, they sell gaming technology, digital
9:28
technology, tech accessories, you know, all that kind of good
9:31
stuff. You know, the thing that we
9:32
young boys like to buy, you know, today you buy phone,
9:35
tomorrow you buy laptop, next tomorrow you're buying tablets,
9:39
you know, stuff like that. So you know, we young boys like
9:41
to flex. So if somebody walks into the
9:44
store and then buys a charging cable, that's normal charging
9:47
cable for your phone for 2K and then the person leaves and never
9:51
comes back, then that is all you will ever make on that customer.
9:54
Just 2000 naira. Now think about it, why go
9:57
through all this stress of opening your store only so that
10:00
somebody will come and buy a 2000 naira cable and then the
10:02
person never comes back. I mean, what kind of life is
10:04
that? What kind of business is that?
10:07
So remember what I said, we're trying to get new customers or
10:13
get all customers to come back and buy ever over and over
10:17
again, or get all customers to bring referrals or get these
10:20
people to spend more money over time.
10:23
So when this person walks into the store, oh sorry, I just
10:26
remembered I didn't define upselling and then cross
10:29
selling. Now, a simple definition of
10:32
upselling and cross selling just means when people enter your
10:35
store, when they enter your shop, when they pick up the
10:38
phone, when they get in contact with you, just give them helpful
10:43
options. That is all upselling and cross
10:46
selling is somebody comes into your shop, they want to buy
10:49
charging cable 2000 answer some questions, get to know them,
10:53
give them helpful options. Remember I said helpful options.
10:58
We're not trying to sell stuff for the sake of selling stuff.
11:00
We're trying to figure out who they are, what their
11:02
circumstances are, what they're trying to do.
11:05
Are there any helpful options that we can offer them and then
11:07
get into the habit of giving people helpful options?
11:10
Because the more helpful options you give, the more people are
11:13
going to buy. So that is what upselling and
11:16
cross selling means. It just means give people
11:21
helpful options. Although some of you would say
11:24
technically speaking, technically speaking, I'm not
11:26
correct. Yes, at the end of the episode,
11:28
I'll tell you what the technically correct definition
11:30
of upselling is and the cross selling is.
11:33
But for now, anytime you hear upselling or cross selling, it
11:37
just means this person that is talking to me, how many helpful
11:42
and valuable options can I give him?
11:45
How many valuable options can I give her?
11:48
Whenever you're interacting with them.
11:51
And the key point is this, you want to make sure that the items
11:54
that you're offering are valuable and helpful to them.
12:00
So it is not about what you you want to sell like, OK, I have
12:03
excess inventory in store maybe. OK, well, we're talking about
12:08
digital antique accessories. We have too many power banks in
12:11
store. Therefore anybody that comes,
12:12
let me try and sell them power back.
12:13
No, no, no, that's not how it works.
12:15
We're trying to figure out what is valuable to them and what is
12:20
helpful to them. And that is what we recommend
12:24
and the more helpful options we recommend, the chances we have,
12:29
the more chances we have for increasing the average order
12:31
value, for increasing the amount of money that they spend with
12:34
us. Now we also again get into the
12:36
habit of making sure that they come back into the store over
12:38
and over again. You will see that it's a very
12:40
simple way to grow your business without having to spend money on
12:44
marketing, spend money on advertising, spend money on
12:47
this, spend money on that. This is just one of the simplest
12:49
levels you can pull to grow your business.
12:52
So back to the example. Now somebody has entered the
12:55
store. What we sell is digital
12:57
accessories, mobile phone, laptop, games, this, this, this,
13:00
that, that, that, you know, all those sorts of things,
13:02
headphones, Bluetooth. So somebody comes and says he
13:05
wants to buy a cable, 2000 era. He carries the cable, he drops
13:08
it on the table perhaps. So this is what I'm buying.
13:11
So you know, option one, this is what you can do and this is what
13:14
people do in the UK. So option one, now you pick the
13:18
cable as you're scanning, you now say, oh, anything else and
13:20
the person might say, oh, OK, let me just take this TomTom or
13:23
let me take this or let me take that.
13:25
Now bottom line, is this anything else technique?
13:28
You can see that it can work. We can help you grow your
13:30
business. Because when you ask anything
13:32
else, even if the person picks something that is worth 5 naira,
13:35
you know it's better than nothing.
13:37
Because if every time you ask anything else, somebody picks
13:40
something that is worth 5 naira and you ask anything else, let's
13:44
say 100 times in a in a week or in a day, that's an extra 5.
13:51
Abby, it's a 500. And you get my point shop.
13:55
There's a value to these things. So anything else.
13:57
But that's just the basic technique that everybody does.
14:01
But you know, we want our basic, so we have to go beyond anything
14:05
else. Let's try and do something a
14:07
little bit more advanced. So number option #2 as you're
14:14
scanning the cable now or as you're packaging the cable, you
14:17
can enter into a conversation with the person.
14:19
Now, remember what we've been talking about over here on the
14:21
podcast. If this is your first time
14:22
listening to the podcast, there's something I keep talking
14:25
about. Qualification and discovery.
14:28
They sound like big terms, but this is just what it means that
14:30
when somebody's in front of you, they're trying to buy something,
14:33
You're trying to sell something. Engage the person in
14:36
conversation. Selling is all about
14:37
conversations. Engage person in conversation,
14:40
try and figure out who are they? What are they about, What's the
14:43
problem, What's the problem they're trying to solve?
14:45
Try and figure out what's going on.
14:47
The reason why we do this is because it affects the quality
14:51
of the presentation that we can make.
14:53
If I know who the person is, the problem they're trying to solve,
14:56
I know the kind of things that I can offer, the kind of
14:59
suggestions I can make, the kind of options that I can present.
15:02
So that's the reason why all these things are important.
15:04
So now in this case, as you are packaging the cable now you say,
15:07
oh, by the way, what happened to your old, your old cable?
15:10
That's, that's an option. What happened to your old cable?
15:13
This is qualification and discovery.
15:15
Trying to learn more about the person, trying to learn more
15:18
about their difficulty that they're trying to solve.
15:20
This will give me knowledge that I need to make helpful
15:22
recommendations. The person can respond, man, the
15:26
thing was just twisting and he was cutting.
15:28
In fact, you think they will shocked You think they will
15:30
shock me one day while I was trying to charge the phone?
15:33
You say anything shocked you? Wow.
15:34
So yes, I'm telling you, OK, I was I was shocked.
15:37
I didn't even know that this kind of thing can happen.
15:40
You know, from now, from here now you'll be able to slide into
15:42
a give a helpful option. You now tell the person, have
15:46
you thought of trying out this twist resistance cables?
15:49
They only cost 1000 naira more and some of them can last up to
15:52
three years. And then the person will respond
15:55
twist resistance cable. I mean, which one?
15:57
Like what is that? Now, the reason why I know this
15:59
is an option is because this is something that actually happened
16:01
to me before. I use my charger until the wires
16:05
were frayed. And so one day I plugged in the
16:08
thing, the thing now the pop, the thing now sparked like that,
16:10
say, OK, no, it's time to go and get a new charger.
16:14
And so when I went into the store and, you know, the person
16:17
asked me what happened. I told the person what happened
16:19
to my cable. He said no, OK, I don't buy this
16:21
one. If you buy this one, the thing
16:22
will twist again. You know, when you put it in
16:24
your bag, the thing will twist and twist and twisting will cut
16:26
by. This one is twist resistance.
16:28
I said twist resistance. How so this one out there is
16:30
flat. I said is this in strong?
16:32
Because that was the first time I saw a cable that was flat.
16:35
It was new to me. I'd never seen them before.
16:37
He said this one is strong now that look at it now.
16:40
There's no harder. This one can twist even if you
16:41
take it and you tight it because he took it, he tied it in a bow
16:46
and then stretched it and then loosened it again.
16:48
I was like OK, And that is how I discovered that there are these
16:52
things that are twist resistant cables.
16:54
So in this case you can see now how you're given a helpful
16:57
option. Somebody came in to buy charger
17:01
2K. If you just said OK, thank you,
17:04
you wrapped up the thing and gave it to him and the person
17:07
left, that's all you got 2K. But if you ask the question what
17:11
happened to your old charger and the person had these sorts of
17:15
problems that me personally I had and that's why I can give
17:18
this example. You'll now be able to upsell the
17:21
person into another option that look instead of buying this
17:25
ordinary charger for 2K and then in a few months you'll be back
17:29
here buy this twist resistant cable.
17:32
This one costs 3K. The difference is just one
17:35
thousand. You're a bigger boy is not a
17:37
problem. It's just 1000 and some of these
17:39
ones they last up to three years.
17:41
In fact, me, my own, I've been using it for the last five
17:43
years. See the cable here nothing is
17:45
happening. See, I'm charging my phone.
17:47
So now you see that is upselling.
17:48
The person came. The goal was to spend only 2000.
17:51
You've now gotten the person to spend how much 3K So persons
17:58
like so this is 3K and you say yeah, sure, no problem.
18:02
So that's how the one I wanted to buy 2K you put it down you
18:05
now pick up the one that is 3K and as you're packaging the
18:09
thing, you continue the conversation.
18:12
So what do you use your phone for?
18:13
Is it gaming or business and guys like games or I play games
18:17
247. Then as the store attendant, you
18:20
can now say, if it's like that, you should be adding power back
18:23
now so that you can continue to play now, because I'm sure that
18:26
your phone battery is dying all the time.
18:28
And the person will ask how much.
18:29
And then you tell the person, OK, we have different brands.
18:32
We have Oramo, we have these, we have Itel, we have blah, blah,
18:35
blah. Anything between 25K and 32K.
18:38
Now, of course, since the guy's in Nigeria and the guy would
18:40
like Bros, the guy would laugh. I say I beg, that's too
18:45
expensive. And then as a store attendant,
18:47
you can say, yeah, so that's true.
18:48
Times are tough in this tenable economy.
18:51
But you know what, instead of buying power bank, maybe what
18:54
you do is you just buy a high speed charger.
18:57
The high speed charger cost 4500.
19:00
And the thing with the high speed charger is you can get a
19:02
quick charge in like 5 minutes. At least your phone can charge
19:06
up to 30%. It's like really?
19:08
Which one is high speed charger? You say, oh, look at this one
19:11
now this Itel something something is is 1500 AM.
19:15
It's in all those technical blah blah blah blah, blah, blah blah.
19:18
But of course, remember when you're describing this thing,
19:20
you stick to benefits and the benefit is that if you charge
19:27
for 5 minutes, you can get your phone up to 30% or something
19:30
like that. Oh, by the way, the reason why I
19:32
know is because somebody has used this technique on me
19:34
before. The person was like, I see if
19:36
your phone is dying a lot. I was like, yeah, it is because
19:39
I use my phone for work. I do everything on my phone.
19:42
It's not just the podcast recording that I'm doing, you
19:46
know, everything e-mail from my phone, everything I do,
19:51
everything from my phone basically.
19:52
So my phone is like my workhorse.
19:53
And so that is how I got into this whole thing of using high
19:56
speed chargers. So all these things that I'm
19:58
saying, some of you might think I'm just making stuff up.
20:00
I'm not making stuff up. I have been on the receiving end
20:03
of these sorts of conversations. That is why I know that they are
20:06
possible. By the way, you see, this is the
20:09
reason why I say that lots of people are doing good selling
20:11
techniques. They just don't know that
20:13
they're doing it. So these store attendants that
20:16
sold me on these things, the cable that is twist resistant
20:19
and the high speed charger, if you ask them, they can't tell
20:23
you theoretically or strategically that what they're
20:26
doing is upselling and cross selling.
20:28
They just know that OK Augusta, I should do it like this and
20:31
they are doing it. So you see how I say that?
20:36
You know what's that passage? My people suffer for want of
20:39
knowledge, for lack of knowledge.
20:41
Some of you are not able to grow your businesses and grow your
20:44
income because you don't know the simple things.
20:48
The next step, the tactics, the frameworks, selling frameworks,
20:52
selling philosophies, selling systems.
20:55
And that is why I say that look, that this is the one-on-one that
20:58
everybody needs to learn to move their business forward.
21:00
There are other things you need to learn, you know, cash flow
21:02
management, what else? People management, team
21:06
building, you know, all those other things.
21:08
But all these small, small things selling, this is the
21:11
one-on-one that we all need to learn now.
21:14
So anyway, back to the example now.
21:16
So you tell the guy that you're sorting the economy, blah, blah,
21:18
blah. You know, instead of power bank
21:20
for 25 K, just try this high speed charger for you know, it's
21:24
four or five. You get a quick charge 3030% in
21:27
5 minutes. It's a high speed charger.
21:28
I really say yes. Now I'm telling you me the brand
21:32
that I use is blah, blah, blah. By the way, you know, this sort
21:37
of, is it a testimonial? Not really a testimonial show.
21:42
OK, let me look at this. This sort of you give your own
21:44
testimony when you sell these sorts of things, you know, it
21:47
helps, it makes you more relatable.
21:49
You know, it shows that the stuff that you're selling is
21:51
stuff that you actually use. And that's how you can give
21:53
intelligent opinions on these sorts of things.
21:56
So you say, yes, now this is the brand I use.
21:58
This is the XYZ something something because me, I have
22:01
inverter in the house. I don't need to use my power
22:03
bank. I don't use my power bank.
22:05
So I just make sure that I have this high speed charger.
22:07
So before I leave the house, I have my phone on full charge
22:11
before I leave. And the customer, I said, OK, no
22:14
problem. I had the charger ahead.
22:15
So everything now is 7 five. And then you say yes, because
22:20
remember the guy came in, he wanted to spend 2K on a charger.
22:25
You up sold him, he bought the twist resistant cable for 3K.
22:29
Then now you now sold him on a high speed charger.
22:34
That one is cross selling. I'll explain the difference
22:37
later. Up selling, cross selling.
22:39
So you now got him the high speed charger for 4-5.
22:42
So now he came in, I wanted to spend 2K.
22:45
He is now going to spend 75. But by the way, can you hear
22:51
that the recommendations that you are making in this case are
22:55
things that are valuable to the person?
23:00
Sometimes some of you own a shop and then you tell your store
23:04
man, your store woman, your store girl, your shop girl, your
23:07
shop boy. You tell them that, look, we
23:09
have too many chargers in the shop.
23:10
We need to sell all these chargers.
23:12
Anybody that comes here recommend charger to the person.
23:14
No, no, no, that's not how it works.
23:17
It's not about what is the excess inventory that you have,
23:19
It's about what are people most likely to find valuable.
23:23
The only way you find what is valuable is if you engage them
23:26
in a conversation. Remember, technical term in
23:29
sales is qualification and discovery.
23:32
It just means ask, converse, ask questions, have a cover,
23:34
engaging conversation with the person about them, about their
23:38
personal, personal history, what they use, what they don't use,
23:41
what's the problem, what have they tried, how they try and
23:43
overcome it. That is what is going to
23:45
determine what it is that you can recommend for them to buy or
23:49
not to buy. So back to the example.
23:53
The person came in one of the spent 2K.
23:55
We have now gotten the person to 7005 as a packaging, the whole
23:59
thing. Now you can also ask, oh by the
24:03
way, what phone do you use? And the person of course, will
24:05
be proud because those of us who like our tech were very, very
24:07
proud. That's the reason why all of you
24:09
have been listening to this podcast.
24:10
You know that I'm using a Xiaomi 13C because I'm proud of that
24:14
phone. It's a solid, solid, solid
24:17
phone. And to be honest, if you had
24:18
asked me three years ago, should you buy China phone, I would
24:21
have said China phone. Like for what?
24:23
Why buy yourself a real phone? Why buy Samsung?
24:26
Why buy an iPhone? But now that I've tried this
24:29
Jiaomi 13 C, I'm like, man, these Chinese boys, they know
24:34
what's up. These Chinese people, they know
24:35
what's up. Like their phones are correct.
24:37
Their phones are typed, picture quality is good, audio quality
24:41
is good, battery is correct, screen is sharp.
24:45
The phone looks sexy because you know, the phone has to match my,
24:50
you know, I can't be sexy and then my phone now not be sexy.
24:53
So the phone as in everything blends out.
24:58
So where was I? I was boasting about my phone.
25:02
So I forgive me. So you know, as the person, by
25:04
the way, what phone do you use? And then the person will be
25:06
proud of my person. Oh, I use a Samsung ABC as a
25:10
store attendant. You now say a nice one, correct
25:12
phone. Bob Ross, did you know that
25:14
Samsung ABC Pro Max is coming out in December?
25:18
You say really? I'm telling you now look at it
25:21
here. You just slide the what you call
25:23
the flyer or the something you point to it.
25:26
You say, you know that we do trade in here.
25:30
So if you want in December, you can bring in this old phone,
25:33
Samsung ABC and then we'll do a trading in store for you so that
25:37
you can walk out of here with the ABC Pro Max.
25:39
You say really you will do that? So yes, now Bros, we've been
25:42
doing it for a while. We've been doing a study.
25:44
The guy will say, OK, how much? Then the store attendant, you
25:47
can reply, OK, you know, I can't give you a price because my
25:50
manager has to look at it first or Chukudi, who is our tech
25:54
person has to look at it first. So that ones I'll now tell you
25:58
how much you can go for. But since I started working in
26:00
this shop last year, I've seen some people get 15K off and I've
26:04
seen some people get as high as 120 K of the cost of a new
26:08
phone. Then of course, the customer
26:11
would say, let me think about it, because realistically
26:13
speaking, the guy came here and he wanted to buy a 2000 naira
26:18
cable. So let's be realistic.
26:20
You know, you can't go from, you can't sell somebody from 2000 to
26:24
now go and spend like, I don't know, 800K or something like
26:27
that. So of course you would say,
26:28
think about it. And it's the point where as a
26:30
store attendant, you would say, OK, sure, no problem, boss, can
26:32
I have your phone number so that as soon as the Samsung ABC Pro
26:35
Max is in store, I'll call you. You know, we'll have some
26:38
dummies over here. Just come and test it now.
26:41
Just download your game. Just test it now.
26:43
See how the thing handles the customer.
26:45
So yeah, sure, the phone number is 080 XYZ.
26:50
So I'm hoping you guys get get beginning to get a sense of how
26:53
the thing works. And I hope you guys get a sense
26:56
of why I keep saying over and over and over again that sales
27:00
is a conversation, which is why I get very mad at you people who
27:05
keep sending out WhatsApp messages, blasting WhatsApp
27:07
messages. And you don't realize that the
27:09
whole point of sending out these WhatsApp messages is to try and
27:12
get people into a conversation with us.
27:15
Then in the conversation, we will sell something.
27:17
But you guys think you'll blast out a WhatsApp message, Then the
27:20
WhatsApp message itself will do the selling, and then you become
27:22
rich. How selling is a conversation?
27:27
Engage in conversations. Whether it's an e-mail or a
27:31
WhatsApp message or whatever it is you're doing, the goal is to
27:34
engage someone in a conversation.
27:37
You cannot do qualification and discovery.
27:40
Learn about the person, learn about their problems, learn
27:43
about what they're trying to achieve until you engage in a
27:46
conversation. When you engage, you will now
27:49
know what the person is suffering or what the person
27:52
wants to enjoy. That will determine what it is
27:54
that you can sell. So in this case we're talking to
27:57
the person power Bank of 45 K OK too much.
28:00
But at least we know that if we sell them the Super fast charger
28:05
of 4-5, it will still solve their problems to make their
28:08
life better. So selling is a conversation
28:13
now. Summary of what I'm trying to
28:15
say when we talk about upselling and cross selling and increasing
28:18
average order value instead of getting a 2000 naira order.
28:22
In this case, if you have good sales practice, it is possible
28:26
that somebody can walk into your shop or somebody can ping you on
28:29
Instagram. The person only wanted to spend
28:32
2K, but it's possible that you can get the person to spend 75.
28:37
In this case also with the possibility that the person will
28:39
come back into the store in December to come and look at the
28:42
Samsung ABC Pro Max. By the way, that's not a real
28:45
phone. I'm just making stuff up.
28:46
You know, I don't know anything about phones, to be honest.
28:49
The only phones I know are the phones that I use because even
28:54
though I like tech, I'm not really techie.
28:57
Like, you know, you tech guys who really, really love stuff,
29:02
where was I? So somebody wants to spend 2K
29:08
when they enter your Instagram handle, when they slide into
29:10
your DM. It's possible that you can get
29:12
that person to spend 75 and also get the person to come back in
29:16
December. But the trick is this, if you
29:19
get good at this and you're getting people to increase,
29:22
remember average order value, the number that they're spending
29:26
with you, in time you will find out that just by engaging in
29:29
conversations, some of you can get your business to grow 30
29:32
percent, 40%, maybe even 50% in 2025.
29:37
And you didn't do anything else but just change the order of the
29:40
conversations you're having. Some of you be able to grow your
29:45
business. You're doing 1.5, you might be
29:47
able to finish the year and do 2M not because you spent money
29:51
on Instagram advertising or whatever, just because you
29:55
learned how to have these simple conversations and you learned
29:59
how to do qualification and discovery and you learned how to
30:05
figure out what people need and then give more helpful options.
30:08
Simple thing and you can grow your business.
30:11
This is the reason why I say that sales these conversations.
30:15
This is the one O 1 of growing your business as you graduate
30:19
from one O 1 to one O 2 to one O 3 to one O 4.
30:22
No problem. You will now learn the other
30:24
things, leadership, team management, inventory
30:29
management, cash flow management, branding and
30:31
merchandising. You will now learn the
30:33
everything. But the primary school that we
30:35
all need to go through right now is sales.
30:37
And then let me move on. So summary, instead of 2K, you
30:41
can get the person to spend 7K5. We can get the person to come
30:44
back. Now some of you will say, our
30:45
boss, this thing you're talking about, this is fraudulent, this
30:48
is criminal, this is unethical. If somebody wants to spend 2K,
30:51
let us spend the 2K and go. I beg.
30:54
OK, that's your point of view. Then sure, no problem.
30:57
Stop listening to this podcast now.
30:58
Look for another podcast to listen to.
31:01
There's nobody staying here and hear me say things every day
31:04
that you think are fraudulent or unethical.
31:06
But by the way, let me answer the question.
31:07
No, it's not fraudulent. No, it's not unethical.
31:13
I know this because I was doing some work for someone based in
31:16
Lagos who are selling really expensive high end equipment and
31:18
it's one of their sales people who thought that this thing was
31:20
unethical. As far as she was concerned, the
31:23
person came in. All the person said was they
31:25
want to buy the setup. This setup costs 3.5.
31:28
This is all I want to sell them. Like look, this is expensive
31:33
technical high end equipment. This person is an average guy,
31:37
how is he supposed to know that the 3.5 million naira setup is
31:41
what is adequate for him? If in your own professional
31:43
opinion you know that this is what the person is trying to
31:46
achieve, the 3.5 setup is not going to work.
31:49
You owe it up to the client to tell him that.
31:51
Look Auger, based on the power requirements of your house and
31:55
based on what we have discussed, you are better off budgeting and
31:59
planning for the 5.55 point 5 million inverter.
32:05
Now at the end of the day you will force the person.
32:07
If the person says 3.5 is all I have and no problem the person
32:10
will go ahead and buy the 3.5. But at least as a professional
32:13
you mentioned your own that look gross based on the things that
32:16
we've discussed too. I know you say 3.5 is all you
32:19
have, but honestly what you want to achieve is like this 5.5
32:22
setup is what is going to cut it.
32:25
And then you now start discussing business financing
32:27
and stuff like that because you know, inverters and any that
32:30
particular company, they had financial options and things
32:34
like that. So please, all of these things
32:36
is not fraudulent and unethical. We're trying to be helpful to
32:39
the customer. We're trying to be valuable to
32:40
the customer based on the gist that they have given us.
32:44
So it's not about you don't just keep quiet and then start making
32:47
decisions for someone. Engage the person in
32:49
conversation, figure out who they are, figure out what's
32:51
going on. You will now know what helpful
32:54
options to offer. Remember I said when we're
32:58
talking about upselling and cross selling, it's just about
33:00
giving helpful options, full stop.
33:03
But yes, I will define the, the, the terms technically the
33:07
correct definition when we finish this episode.
33:11
So no, it's not fraudulent. No, it's not unethical.
33:14
You're being very helpful because if you look at this
33:16
example, I remember these are things that happened to me.
33:22
So the options that you're preventing presenting are things
33:25
that are valuable from the customer's own point of view.
33:29
So for me, it was more valuable for me to buy the twist
33:33
resistant cable. And since then I have not gone
33:36
back. I only buy twist resistant
33:39
cables. I will use the cable that comes
33:41
in the form pack. But once that one twist and cuts
33:44
and packs up I go and I buy A twist resistant cable because my
33:48
my eyes have seen and I have perceived.
33:53
Now my eyes are open and I'll use twisters and turn cables.
33:57
It was helpful to me. It's the same thing with high
33:59
speed chargers. At first I was skeptical, but
34:03
mine eyes have seen and I have perceived with the glory and I
34:06
know that this thing works. So something that is helpful and
34:10
valuable from the customer's own perspective.
34:14
So this is not fraudulent. This is not unethical, but if
34:17
you think this is fraudulent and unethical, then please
34:19
unsubscribe from the show right now and give yourself less
34:24
stress for this particular salesperson.
34:27
You know, unfortunately, we're unable to make progress.
34:29
The other people on the team are able to make progress.
34:32
But she didn't quite like my methods.
34:33
And you know, I still extended an arm of friendship and, you
34:37
know, today me, I had all flow. And I guess, you know, it's one
34:40
of these things, maybe she thinks I'm high pressure and I'm
34:42
trying to teach people how to scam people.
34:44
Now it is not about scamming people, it's about being helpful
34:47
here from their point of view. But the math and the rationale
34:50
behind up selling and cross selling is very simple.
34:52
If you have 5 customers, they come in every day and they spend
34:56
2K on average. That means you're making 10K per
34:58
day. That means you're getting
35:00
200,000 naira per month. But using these techniques now,
35:06
qualification and discovery, who are they?
35:08
What's the problem? What are they trying to achieve?
35:10
How can you help them give more options?
35:12
They might be able to spend 3K per day.
35:14
If they spend 3K, sorry, 3K on average and it's 10 people, that
35:20
is 30K per day. You can now see that you do
35:23
these simple things. That's the difference between
35:25
you making 200,000 naira per month and making 300,000 naira
35:28
per month. And all you did was get better
35:31
at engaging in conversation, unearthing customer preferences
35:35
or nothing, their motives, trying to figure out their
35:37
concerns, and getting better at offering different options.
35:40
That is all you did. Some of you might think.
35:43
I bet that's not much. But if you consider the annual,
35:48
that's the difference between making 2.4 M in a year and
35:51
making 3.6 M in a year. Yes, those amounts are small,
35:55
but just roll with me here. These simple conversational
35:59
tactics are the difference between making 2.4 million in a
36:02
year and making 3.6 million in a year.
36:05
So maybe we say 100K every month.
36:06
That's no money. Yes, but The thing is at the end
36:08
of the year, 100 KA month is 1.2 M, 1.2 M that you would not have
36:14
made if you were not good at doing these things.
36:17
Engaging in conversation on their thing, trying to figure
36:20
out the customer preference, kind of figure out their
36:22
motives, trying to figure out who they are, trying to figure
36:24
out what they need, trying to figure out the problem, trying
36:26
to figure out the vision. Getting better, offering
36:29
different versions, judge your mouth open and close your mouth.
36:33
And then at the end of the year, there's 1.2 that wasn't there
36:35
before. So my challenge to you listening
36:40
to the show, especially those of you who have stayed on till the
36:43
end, is have a conversation with your sales team.
36:48
Let's say you list like this, my client, you have a shop, you're
36:51
selling accessories. Have a conversation with the
36:53
sales team, talk to your business partner or talk to your
36:57
spouse. If you're a solo person like I
36:59
am, do some introspection. Talk to yourself.
37:02
I'm trying to figure out how to give helpful options to your
37:04
customers because it makes a very, very, very, very big
37:10
difference. Now, for those of you who are
37:11
wondering the technically correct definition of upselling
37:14
and cross selling, this is definition.
37:18
Upselling just means you got somebody to buy a much more
37:20
expensive version. Cross selling means you sold
37:23
something else that helps the person get more value out of
37:26
what they bought. So in this case, up selling was
37:29
the person wanted to buy a charger that was 2K.
37:32
You got them to buy a charger that was 3K that is up selling,
37:36
a much more expensive version. But remember, it should always
37:40
be based on the value that the customer is going to derive.
37:43
So in this case, if they buy the 2000 IR cable, they'll be back
37:47
here in four or five months. In fact, maybe even shorter
37:49
because if they have children like me, you know, you tell your
37:51
children, don't touch this cable, but then you go, you're
37:54
brushing your teeth, you're having a bath, you're taking a
37:56
poop. You know they're playing with
37:57
your cable. And then before you know it,
37:59
three weeks your cable is cutting in.
38:01
But then you buy a the you're able to get them to spend and
38:07
buy A twist resent cable. It's value for them.
38:09
It's going to last longer. You can go and sleep.
38:11
Your children can be using your cable as a cutter port and all
38:15
what not, you know, but you wake up, your cable is still there.
38:17
You charge your phone and then you go.
38:20
So that is up selling. Get them to buy something much
38:22
more expensive. Upsetting.
38:24
Cross selling is you get them to buy something else that helps
38:27
them derive more value from their purchase.
38:29
So in this case they buy a high speed charger.
38:35
High speed charger plus the cable makes the phone charge
38:39
faster so that it'll driving more value.
38:41
So technically speaking that is the difference between upselling
38:44
and cross selling. Upselling means get them to buy
38:46
the much more expensive version. Cross selling means get them to
38:49
buy something else that will make what it is that they're
38:53
buying work harder. So if I go into a shop and I
38:56
want to buy Mercedes-Benz SLK, if the person is a smooth talk
39:00
and the person gets me to buying to leave their buying in
39:02
Maybach, that is upselling because I came here, I wanted to
39:06
buy Benz SLK and then they got me to buy in Maybach.
39:11
For those of you who've been listening to this show and you
39:13
want my progress, I want you guys to see a big Amen so that
39:17
tavish human can drive in Maybach.
39:20
I can't keep driving Toyota, so pray for me that my ministry
39:23
will move. So I hope I have a name in
39:26
there. So that is up selling cross
39:29
selling is now buying some extra things that will now help, you
39:32
know, derive more value. So let's see.
39:37
OK, let's say now I agree. I'm buying the Maybach and the
39:41
Maybach has handles. This sweet Maybach I saw on I
39:47
can't remember the channel, but the kind nothing was sweet at
39:50
the back in the owner's corner, you just push 1 button and then
39:53
there's a this thing that comes up from the armrest where you
39:58
can put an iPad. So you can now be like working.
40:01
So the driver is driving you, you know, like maybe you're
40:03
driving on on driving in VI. You know, you're stuck in
40:07
traffic. You just simply press that thing
40:09
probe the thing will now slide up.
40:10
You put your iPad there and then you start working.
40:12
You know you can be doing Zoom meeting, doing business meeting,
40:15
you're inside your. Very chilled AC, tight tinted
40:18
glasses, you know, correct mailbag, you're certified big
40:21
boy or big girl. So let's say I buy that mailbag
40:24
now and then the person is like, oh, you know about this feature
40:26
and then you tap that thing, the thing now slides up.
40:29
I'm like correct nice one. So you can put your iPad here.
40:32
So I don't have an iPad, so that's not a problem.
40:35
We sell iPads here. We have them different ranges
40:38
from this to this to that to that.
40:39
And let's say I now buy an iPad and join that is another example
40:43
of how the person has increased the average order value.
40:47
I came there and I said I want to buy Ben's SLK.
40:50
The person we have a conversation, he's able to get
40:52
me to go from Ben's SLK to now buy in Maybach.
40:56
Then that is upselling from Maybach.
40:59
Now there's a space for you can put that iPad.
41:01
But me, I don't have a an iPad. So in order to get more value
41:04
out of the Maybach, when I'm driving in owners corner, they
41:07
now get me to buy an iPad and I add to that.
41:10
So average order value increased.
41:12
But either way, you can see that it's not fraudulent, it's not
41:14
unethical, it's coming at things from the customers perspective
41:17
and what is that they really want, what they really need,
41:20
what they can afford and what they get value from.
41:22
So have a conversation with your sales team, talk to your
41:25
business partner, talk to your wife, talk to your husband, talk
41:27
to yourself, figure out how to give helpful options.
41:29
Listen to this podcast episode again and again, you know, make
41:32
a couple of notes. And then tomorrow morning, 8:00
41:34
AM, nine AM, 10:00 AM, see how you can put these things in
41:37
practice in your business. If you're having problems with
41:40
it or you think what I'm saying is a lot of crap, you know,
41:43
reach out to me. The phone number is 08064662140.
41:49
The country code is +234. That's my WhatsApp number.
41:53
Then connect with me on LinkedIn.
41:54
The name to look for is Tavishima Aede.
41:56
I have a YouTube channel. It's the same name, Tavishima
41:59
Aede. If you'd love to connect with me
42:01
for a strategy session, a business audit, or you have
42:04
questions you want me to answer, I've given the contact details.
42:07
I'd love to hear from you guys, just like I heard from Lovex.
42:10
So thank you very much for your time and attention today.
42:12
I'll catch you guys at the next episode.