Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Why More Visitors Won’t Save Your Sales: Stop Multiplying Zero!

Transcript

Why More Visitors Won’t Save Your Sales: Stop Multiplying Zero! · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome to the podcast today.
• 0:04
  What I want us to tackle is I want us to have a different way
• 0:09
  of looking at website traffic because lots of us who are
• 0:14
  self-employed, who are business owners, we have websites that
• 0:17
  we're trying to use to promote our business.
• 0:19
  We're investing a lot into SEO. Some of us look at the number of
• 0:24
  people who visit the website and they think that we have a
• 0:28
  problem. Let me repeat, some people look
• 0:31
  at only the number of people hitting a website and they think
• 0:36
  that's the problem. That's why they're not making
• 0:38
  any sales. Now, the reason why we're
• 0:39
  looking at this today is because there's a client of mine who has
• 0:43
  a website and on average, he's only getting about, he's getting
• 0:46
  on average, you know, 16 visits to the websites.
• 0:51
  So to the website, sorry. So there's some people who are
• 0:53
  going to assume that the reason why sales is poor is because the
• 0:56
  guy is only getting 15 hits every single week.
• 1:00
  Sorry, is it 15? More like 1717 hits every single
• 1:03
  week. Now, of course, you know,
• 1:05
  sometimes it's up, sometimes it's down.
• 1:07
  Sometimes it might be 50, sometimes it might be 100,
• 1:09
  sometimes it might be 12, sometimes it might be two.
• 1:12
  But you take that figure, you average it out, it's getting
• 1:15
  about 1617 every single week. Now some people think that 17
• 1:19
  visits to the website alone a week is the reason why people
• 1:25
  are having bad sales. So that's one thing that we're
• 1:28
  going to look at today. Can we say low website traffic
• 1:31
  is the reason why you are making bad sales?
• 1:34
  Now this your first time listening to the podcast?
• 1:36
  My name is Tavishima Ayede. I'm a former lawyer turned
• 1:39
  business consultant. And what I do over here is that
• 1:41
  solve business problems, especially from a sales
• 1:44
  perspective because sales covers a multitude of sins.
• 1:48
  Now if you want to ask questions about your business, there's
• 1:51
  some issues with your website. You don't know, excuse me, you
• 1:54
  don't know if your website is, you don't know what to think.
• 1:59
  Is my website working properly? Can it be working better?
• 2:01
  Can it help me close more sales? Then reach out.
• 2:04
  You can call, send me a text message or WhatsApp message on
• 2:07
  08064662140. Now don't be afraid if I sound
• 2:13
  expensive. I'm reasonably priced.
• 2:16
  And don't be afraid about the money.
• 2:18
  I don't try and collect money from absolutely every single
• 2:20
  person. Answer questions for free.
• 2:23
  Just let me know that you want to ask the question for free and
• 2:27
  we can have that conversation. But I will only answer one
• 2:30
  question. If we need to investigate, we
• 2:32
  need to probe further, then yes, we'll need to set aside time,
• 2:36
  set aside hours, set aside days, set aside weeks, set aside
• 2:40
  months so that we can tackle the question.
• 2:42
  But for now, you can call me, send me a text message or
• 2:44
  WhatsApp message safely on 08064662140 and I won't answer
• 2:50
  your questions. So now back to the root thing
• 2:53
  that we're discussing today. So you have a website.
• 2:57
  On average you're only getting 1617 people a month.
• 3:01
  Can that be the reason why you're getting poor sales?
• 3:03
  Unfortunately, that is not the whole picture.
• 3:07
  The fact that you're only getting on average of 1617
• 3:10
  people per week in itself is not a sign of a problem.
• 3:13
  There's a bigger problem here. The bigger problem is this, that
• 3:17
  of the 15 to 17 people who show up every single week, not one of
• 3:22
  them is taking the next step. Not one of them is sending a
• 3:28
  text message, not one of them is sending an e-mail, not one of
• 3:34
  them is trying to make a phone call.
• 3:37
  So that is the main problem. The reason why I'm making
• 3:41
  today's podcast episode is just so that you business owners know
• 3:45
  and can figure out where the real problem is.
• 3:49
  So we shouldn't just be looking at numbers alone, but we should
• 3:52
  also be looking at conversions. Conversions are the number of
• 3:55
  people who take the next step whenever they jam you.
• 4:00
  So if you like growing your business by networking,
• 4:03
  conversions would be you go to a networking session, you collect
• 4:07
  100 business cards. You try to build relationships
• 4:10
  with 100 of them, but maybe only 20 of them.
• 4:14
  You know people who start following with you.
• 4:16
  So your conversions are that for every single networking session
• 4:20
  you go to, you meet 100 people, but from that 100 people you
• 4:24
  only get 20 useful contacts. So that's what I mean by
• 4:26
  conversions taking the next step.
• 4:29
  Now the reason why we have to look at conversions is because
• 4:32
  if you don't solve the issue around conversions and you try
• 4:35
  and solve the traffic problem, you will just be multiplying 0
• 4:38
  for yourself. Let me repeat, if you do not
• 4:42
  cure the underlying conversion problem and you try and solve
• 4:46
  the traffic issue, let's send more people to the website, you
• 4:49
  will be multiplying 0 for yourself.
• 4:51
  This is how it works. So you have a website, 17 people
• 4:55
  are visiting every single week and over the last year, of the
• 4:59
  17 people that come every single week, no single one person
• 5:02
  clicks on contact us, clicks on send text message, clicks on
• 5:06
  send e-mail, clicks on inquire, Nothing.
• 5:10
  OK, your conversion now on average for last year is 0.
• 5:16
  Ladies and gentlemen, I'm here to tell you that if by some
• 5:19
  magic you're able to get 1000 people to go to that website,
• 5:23
  guess what? What happened?
• 5:26
  It will still be 0 because for now, it looks as if your
• 5:30
  targeting is off, your messaging is off, that people come to the
• 5:33
  site because they're curious about something or because they
• 5:36
  have a certain kind of problem. And so far your website is not
• 5:39
  answering that question. Your website is not solving that
• 5:42
  problem. Your website is not in getting,
• 5:45
  is not getting them interested in probing further in continuing
• 5:49
  the conversation. So if on average right now
• 5:55
  conversion is zero, once you multiply, once you increase the
• 5:59
  traffic and you get 1000 people to come, guess what, it will
• 6:02
  still be 0. If you get a million people to
• 6:05
  come, guess what, chances are it will still be 0 because we have
• 6:09
  an underlying problem. The problem is we're not getting
• 6:12
  any conversions. So you've solved the SEO problem
• 6:16
  so that people are finding your website through Google or
• 6:20
  through whichever strategies that you're employing,
• 6:23
  employing, but then the website is not answering questions that
• 6:28
  are key to your potential customers.
• 6:30
  Your website is not anyway, it's a targeting problem.
• 6:35
  What's the messaging problem? So either the targeting is
• 6:39
  wrong. We're sending our websites to
• 6:41
  people who do not have the problem that we solve with our
• 6:46
  product or our service. People who are not interested in
• 6:48
  our product or our service. The targeting might be off or
• 6:51
  the messaging could be off. So people are interested in our
• 6:56
  product or our service, they get to the website, but the
• 6:59
  messaging is off. And so it doesn't inspire them
• 7:04
  to read more, to learn more, or to dig in deeper.
• 7:09
  So summary, what I'm trying to say is the number of people who
• 7:11
  hit your website is not necessarily the problem.
• 7:15
  So if you have a website and only 17 people came last week,
• 7:19
  only 17 people come this week, only 17 people come next week,
• 7:23
  that's not the problem. The problem is that of the
• 7:25
  people who are coming, no matter how big or no matter how small,
• 7:29
  you're not getting any conversions.
• 7:31
  Now look at it this way. Let's say you have a business
• 7:35
  and you're only getting three people to come to your website
• 7:38
  every single week. But of those three people, four
• 7:45
  of those three people, two of them on average send a message
• 7:49
  to say how far are you available?
• 7:52
  When are you free? How much do you deliver to
• 7:55
  Sukkoto? Do you deliver to Kano?
• 7:58
  Does it also 'cause this, does it also do that?
• 8:01
  Do you also address this? Now, in that case, we have a
• 8:04
  good thing we're working with. If on average 4, four people are
• 8:07
  coming every single week and on average 2, two people are
• 8:13
  sending e-mail, sending text message, sending WhatsApp,
• 8:16
  sending whatever, clicking on Book A call, click on book a
• 8:21
  time, you know, whatever. In this case, our conversions
• 8:25
  are what's that? Is that 50%?
• 8:28
  Yeah, 50% conversions. Now in that case, you now know
• 8:31
  that if you find a way to send good traffic 100 people, you
• 8:37
  will now know that 50 people out of 100 will take the next step.
• 8:43
  So for now, in the early days in your business, don't be worried
• 8:48
  that only 17 people are showing up in the beginning.
• 8:50
  Don't be worried. As beginners, we must always
• 8:55
  start somewhere, so don't worry, let's look at the conversions
• 8:59
  and let's try and figure out exactly what the main problems
• 9:01
  are. We fix that first, then after
• 9:03
  that we solve the traffic concerns.
• 9:06
  So for the some, so for the person who is only receiving 4
• 9:10
  visitors to the website every single week, but two visitors
• 9:15
  take the next step. Good.
• 9:17
  For that kind of person, yeah, we can go all out and see how we
• 9:20
  can get much more qualified traffic to the website.
• 9:23
  When I say qualified traffic, I mean a targeted audience, an
• 9:29
  audience who is actually hungry for our product or our service
• 9:32
  or interested in our product or our service.
• 9:35
  Because you don't just send everybody for the sake of
• 9:37
  sending everybody. So for instance, those of you
• 9:39
  who listen to the podcast regularly, you know that I don't
• 9:43
  like fish. In fact, I react violently to
• 9:46
  catfish and my brother reacts violently to every single kind
• 9:50
  of fish. So if you are a fishmonger and
• 9:54
  you're doing your best to drive traffic to your site, if you
• 9:57
  send me or you send my brother to your website, you are wasting
• 10:00
  your time. No conversion.
• 10:03
  On the other hand, and don't ask me how this happens.
• 10:06
  It just happens. So I react to fish, my brother
• 10:09
  reacts to fish. For some reason, we married the
• 10:14
  two men in Nigeria who happened to be the biggest fish lovers in
• 10:19
  the world. Like I said, don't ask me how it
• 10:21
  happens. On paper, it doesn't make sense.
• 10:23
  But women who love fish ended up marrying brothers who don't like
• 10:29
  fish. Now if you're able to send them
• 10:32
  to the website, you will see high conversion because my wife
• 10:35
  goes on now carrying fish website and she sees that they
• 10:38
  have octopus, they have calamari, they have squid, they
• 10:43
  have this. She will now call my
• 10:44
  sister-in-law and she's like, babe, see what I've just found?
• 10:47
  Can you imagine blah blah, blah, blah, blah, blah, blah.
• 10:50
  Oh, should we try it? Then they'll place order quick,
• 10:52
  quick. So it's not just about the kind
• 10:55
  of traffic, but whether so it's not just about the size of the
• 10:58
  traffic, but where they were sending qualified traffic.
• 11:00
  So that's the reason why I'm making today's episode.
• 11:02
  So it's not just as simple as only 617 people, only 17 people.
• 11:06
  We have a problem. The bigger problem is of the 17
• 11:09
  that are coming, how many people are converting?
• 11:11
  We could have a problem with our targeting.
• 11:15
  We're reaching out to the wrong people.
• 11:17
  We could have a problem with our messaging.
• 11:19
  The right people are coming here, but the conversation, what
• 11:21
  would they have on this website? Team know, they know, they
• 11:24
  correlate, you know, they blend the conversation, no sweets, the
• 11:27
  words, the copy, the whatever. Everything is not blending.
• 11:30
  That could be a problem. Then we also want to make sure
• 11:34
  that we're sending a qualified audience to the website in the
• 11:36
  1st place. The people who are there should
• 11:39
  be the right people who should be there.
• 11:40
  So you don't end up sending guys to a website who cannot be
• 11:45
  bothered about fish. Meanwhile, that's if you're a
• 11:48
  fishmonger. Sorry.
• 11:50
  I think that's what you will call yourself.
• 11:51
  Those of you who sell fish, your fishmongers.
• 11:53
  Abby, if I'm wrong, reach out to me, 08064662140, let me know
• 12:00
  that. No, we're not called fishmongers
• 12:02
  anymore. We used to be called fishmongers
• 12:04
  in the 1960s. Now it's 2026, we're called
• 12:07
  something else. So let me know and I'll take
• 12:09
  dressing. So yeah.
• 12:11
  So these are the kinds of issues that are involved.
• 12:13
  So like I said, you have problems in this regard or you
• 12:17
  suspect you have problems in this regard, reach out, call me,
• 12:20
  send me a text message, send me a WhatsApp message 08064662140.
• 12:27
  I'd love to chat. Unlike I said, really, if you
• 12:30
  think I'm expensive, don't worry, I'm reasonably priced.
• 12:33
  But even at that, if you want to try my hand, you want to ask me
• 12:36
  one question for free. You see first whether this guy
• 12:39
  knows his onions. It's not a problem.
• 12:41
  I'm open to the challenge. I'd love to have the
• 12:43
  conversation. 08064662140 But for your free session, we are
• 12:50
  only going to have one question. So think really hard and fast
• 12:53
  before you call me, all right? Because it'll be one question
• 12:57
  only. If we need to go deeper, then
• 12:58
  we'll have to schedule a session.
• 13:00
  And don't worry, I'm reasonably pressed.
• 13:02
  I sound expensive. But you know, it's one of these
• 13:05
  things. I was born sounding expensive.
• 13:07
  It doesn't mean I'm expensive. All right, so that's it for
• 13:11
  today. Thank you very much for your
• 13:12
  time and attention. So excuse me, and if this is
• 13:15
  your first time listening to the podcast, subscribe and tell
• 13:18
  other people about it as well. Let them know we have good
• 13:21
  quality stuff like this in Nigeria.
• 13:23
  We have wonderful podcasts where you can learn a whole bunch of
• 13:26
  stuff. And we now have wonderful,
• 13:28
  credible professionals in Nigeria that can help you solve
• 13:32
  your revenue problems. So thanks for listening.
• 13:34
  I'll catch you all some other time.