Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Why Your Business Can't Handle Foreign Clients Yet

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Why Your Business Can't Handle Foreign Clients Yet · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Today on the podcast, we're going to look at when to start
0:04
targeting American based and UK based customers.
0:08
That's for those of you who are web developers.
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Again, for those of you who are web developers, you want to make
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an extra buck, you want to take advantage of dollars, pounds,
0:18
euro instead of charging in naira.
0:21
Today we're going to look at when to start targeting US based
0:25
customers, UK based customers. Hello and welcome to the
0:29
podcast. My name is Tava Shima IED.
0:32
I'm the host and I am making today's recording out and about.
0:36
I'm at a non disclosed location, but yes, I'm in the car.
0:39
So expect to hear some noise in the background, you know, people
0:42
gossiping, people walking past, you know, things like that.
0:44
You might hear some chickens because you know, I'm in central
0:47
area and nowadays we have chickens and cows running all
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over the place. Now the goal of this podcast is
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not to tell you how cows and chickens have overrun Abuja, but
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rather we're here to talk about all things business related.
0:59
How do we solve business problems?
1:01
How do we attract customers? How do we look for good clients,
1:05
those sorts of things. So if that is your jam, then
1:09
subscribe on Spotify, YouTube, Apple or any player of your
1:13
choice. And if you'd love to connect,
1:14
then you can call, send me a text message or a WhatsApp
1:18
message on the 08064662140. So like I said, to know on the
1:25
podcast when to start targeting US based customers, UK based
1:30
customers, especially for those of you who are web developers.
1:33
Now, the background for this is I was having a conversation
1:37
recently with someone who is a front and back end developer.
1:42
Now, for those of you who've been listening to the podcast
1:43
for a while, you know that I hate that term.
1:45
And this is the reason why lots of us say stuff that make us
1:49
sound fancy and make us sound sophisticated.
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But from a sales and business development perspective, if you
1:56
are using jargon when you're talking to customers, then you
1:58
are limiting and hindering your ability to communicate.
2:02
And let's face it, for those of you who are web developers,
2:05
let's be real, let's be real here.
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How many of our potential customers know what front and
2:10
back end developer means now? I know what that means now
2:16
because I tackled somebody about this because, you know, people
2:19
listen to the podcast, people like the podcast, people reach
2:22
out to me for business device. And one day I just had to ask
2:25
someone that look, guy, this front end, back end, like what
2:28
the hell does this thing mean? And by the time the guy
2:31
describes it, I was like, oh, so you design websites and you
2:35
design apps. In other words, my mom said I
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starting a charity and she needs a website for the charity.
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That's something you can do, Yes.
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OK, me then, I'm a business person.
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I don't have a website, I don't have an app.
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I might be considering those things one day.
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So that is something you can do. The guy said yes.
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I gave like 3 or 4 examples. The guy said yes and I said how
3:00
do you really realistically think that by going around
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calling yourself a front end back end developer?
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How do you think my mom, she's supposed to know that you that
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you can do this thing for her? How am I supposed to know that
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you can do this thing for me? When customers are looking for
3:16
you online, how many of them do you think are typing front and
3:18
back end developer in Google when they're looking for you?
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Don't you think somebody will just type in make our website in
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Abuja or website developer in Abuja?
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But anyway, you guys don't seem to be getting the message.
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So no problem. Go around, continue calling
3:35
yourself front and back end developer.
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But for the rest of us listening to the podcast who are not in
3:40
this space, just know that it doesn't help when you go around
3:44
using all kinds of jargon that your potential customers do not
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understand. So if you're selling to people
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in a highly technical who are technically minded or if you're
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selling to in house people, then yeah, sure, use all the terms
3:59
that you want, right? So if you are a front end back
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end developer and you're trying to sell your services to other
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front end back end developers, then yes, go ahead and go ahead
4:14
and put all the technical whatever front end back end
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developer, JavaScript certified this da, da, da, da, you know,
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pour everything, no problem. You guys understand yourself,
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but the moment you want to turn around, I want to sell to the
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average everyday. Somebody use words that they
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understand, use words that people will search for, which is
4:34
precisely the reason why my podcast is called Sales for the
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Nigerian business person. Because I know that if somebody
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is looking for a podcast in Spotify, they are not going to
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go and type business development.
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They won't. I know they will type in sales,
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I know they will type in marketing, I know they will type
4:55
in Nigerian. That is the reason why I gave my
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podcast the most boring title ever, precisely so that if
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somebody searches for it, they would find it.
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And that's the reason why they find me.
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So take a cue from that please. When you're talking to potential
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customers, no matter how sweet the jargon you know sounds, when
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you are customer facing, please dial back on the jargon.
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When you're now talking to people in house, you can now use
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the jargon because I can go, I can go around calling myself a
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conversion rate optimization specialist.
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I can say that. And technically speaking, I'm
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correct to say I'm a convention conversion rate optimization
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specialist. But when I'm talking to people
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in the streets, well, I'm trying to get business for people and I
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go around calling myself a conversion rate optimization
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specialist. How many people know I will say
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it. And the Irish Nigerian doesn't
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want to be rude or betrayed the ignorance.
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So they'll say, oh, yeah, yeah, yeah, sounds interesting.
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Sounds interesting. Meanwhile, the guy doesn't know
6:02
gang. He doesn't know what I just
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said. And I could be talking to
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someone who might need my services because they have a
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sales funnel, they have a sales process.
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Things ain't popping off, right? They're not getting customers.
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People are not converting. He could be my customer, but I'm
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using words that he doesn't understand.
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So that is precisely the reason why I don't go around calling
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myself a conversion rate optimization specialist, even
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though that's what I do. I just use terms.
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I use words that everybody knows.
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I say sales and I say marketing. I say, is your sales not
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working? Is your marketing not working?
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Do you have problems with your side hustles?
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I use words and I use terms that everybody knows.
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So do the same thing in your business.
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Now I know it doesn't look good on LinkedIn, but then one front
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and back end developer sent me a message.
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I finished one of the podcasts and he told me that the reason
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why lots of you do that is precisely because you're trying
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to market your skills in house. So for those of you who are
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marketing in house, sure, no problem.
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But for the rest of you who are looking for regular customers,
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if I I think especially if you're going to be looking for
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UK based customer, US based customers, because let's be
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honest, then yeah, it's the West.
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But honestly, we in Nigeria, we know book more than them, right?
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It's a deadly little secret. But you know, for those who also
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had lived and worked abroad, go go and ask us.
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Honestly speaking, we know book pass them.
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So if it's going to be confusing for a Nigerian audience, I can
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assure you it's going to be even more confusing for auk based and
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US based audience. So please use words, ignore
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jargon, use words that your potential customers will
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understand and ignore jargon except if you're making a
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technical sale. All right, sorry, forgive me for
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that rant because it's just something that's on my chest.
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And of course, this community, they never fail.
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Every day I will see front end, back end web developer, UX,
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Linux certified Python code developer, Panda 6 point O
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something something, something ISCJBL Google certified as new.
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Just be pointing everything and you think your customer
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understands knows what that means.
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Anyway, I was like, so I was talking to a front end, back end
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developer and then the guy is looking for ways to better his
8:24
business. So this strategy that the guy
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came up with, the guy said how far?
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What do you think? How about I target these
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foreigners now instead of charging in there because now no
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make sense. By the way, I agree with him now
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no make sense at all. You know, I used to be patriotic
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on this matter and everything until one day I was talking to
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someone who was the BP or I think business, business
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provider, something any of these people in Nigeria who what they
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do is they aggregate talent and then sell those services abroad.
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It's sort of a way of offshoring work, busy offshoring.
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Yeah, I think that's what is called the offshoring.
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And they basically there are companies in America that need
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services like the services of a web developers and you know,
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stuff like that. So this guy's business, the is
9:11
it BPO or something like that? I can't remember the acronym.
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What they do is they vet that kind of talent here in Nigeria.
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Then those kind of people are there are the workforce, then
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they sell the services, they get the work from abroad and then
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the people here in Nigeria execute basically this sort of
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thing that this guy wants to do, this front end and back end
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developer, what he wants to do is sorry, what he wants to do.
9:37
But these people, they do it on, on an agency, on agency level.
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So one day we're just talking now the guy said about how like
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he was collecting, was it like $7000?
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And then for each person that he pays in Nigeria, he pays the
9:56
person now $500 every month. And in my mind, I was going to
10:00
say $500 a year criminal. But then by the time I did the
10:03
calculation at the extra of the exchange rate at that time, I
10:07
don't know what it is now. At that time, the exchange rate
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was I think was close like 700 K that he was paying his Nigerian
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people. And it's like, oh, OK, you know
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what? That thing actually makes a lot
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of sense. You collect several $1000 from
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the American based company. You find talent here in Nigeria
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and then you're paying them $500 per month.
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That comes up to 700K per month. And those people are actually
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very, very happy to be collecting $500 because $500
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equals to 700K. So I understand the whole
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mathematics. Naira no make sense.
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Dollars makes a lot of sense. So this front end and back end
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web developer is looking for ways to target foreigners.
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Take advantage of dollar, take advantage of euro, take
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advantage of hard currency, creepsy currency to make your
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life better. So I wanted to know what I
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thought and this was my advice to him.
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We exchanged a couple of messages and if I read all the
11:10
back and forth, I'll bore you. So let me just summarize and
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this is what I told my guy. I told him, look, focus on the
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Nigerian market first. Some of you be wondering, did
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you just see what I thought you said and I'll repeat it, You
11:26
heard me correctly. Focus on the Nigerian market
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1st. Focus on the local market first.
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The reason why I'm saying this is you need to perfect your
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business. You also need to perfect your
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sales processes by working with Nigerian clients first before
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you attempt to expand internationally.
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Let me repeat it again before I explain, perfect your business
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here at home first and your sales processes here at home
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first before you attempt to expand to international markets.
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This is the reason why if you are a rubbish business person at
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home in Nigeria and a rubbish web developer at home in
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Nigeria, I can assure you, you'll be an even more rubbish
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business person and developer in the UK and in the USA.
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As much as we know book pass them.
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Fortunately or fortunately, when it comes to standards, they
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employ higher standards than we do.
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So in the export space, because my brother and I, we tried
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exports, there's some stuff we get away with Nigeria here, like
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selling sesame. There's some current quality of
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sesame that we sell in the Nigeria market that you can't
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try it, You can't send it to America, you can't.
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So in Niger with a chopper, but to send to America, they will
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say what the hell is this? They say no past quality
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standard. They will tell you the same
12:58
thing with soy, soy soya beans. There's some soya beans that we
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move around Benue, Abuja, NASA, you know, no problem with a
13:09
chopper. We use it for whatever it is
13:10
want to use. But the moment you say you only
13:14
export it to America and the UK, they will say, what the hell is
13:16
this is the no past monster. They will tell you quality, no
13:20
reach. So it's the same thing.
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There are some websites and some things that we're doing here
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that we did manage with the raw farm.
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But you want to now expand to the American market, they'll
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say, what the hell is this? This thing, no past monster,
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this thing is useless. So I told him, focus on Niger
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affairs. Perfect every, every perfect.
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Your fulfillment, your skills are there on point.
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Test it out here, refine your skill here.
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Your sales process is on call. The way you reach out to people,
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is it on point? The way you call people, is it
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on point? The way you respond to emails,
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it is easy on point. What's your process of actually
14:00
like outreach everything you know, work on it here, push it
14:06
up here, fix it up here. Then by the time you've had a
14:10
bunch of Nigerian clients and clearly you can see that, OK,
14:13
you know, you're not strong as in your legs are settled ahead.
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They cannot start looking at the, the international market.
14:20
So yeah, we should be looking at hard currency, creepsy currency,
14:25
cool currency, heavy currency. Well, let's, let's, let's, let's
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say what's that word now? Let's stabilize first in Niger,
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then we can now start looking at international markets.
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And we're trying to do 2 things. We're trying to perfect the
14:44
business itself and we're trying to perfect the sales process
14:48
itself. Because a useless sales process
14:54
in Nigeria is also going to be a useless sales process in America
14:59
or in the UK. And quite frankly, one of the
15:02
reasons why some of us are suffering, my brothers and
15:06
sisters, is because the sales process that we have, what we're
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trying, the sales process we have is useless.
15:14
So trying to attract to get paid in hard currency, all I put it,
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all you're doing is you're just changing, you're just, you're
15:25
just changing the environment. But the problem still persists.
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So focus on the local market 1st.
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Then next thing I tried to tell him is we need to prioritize
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effort. OK, so I thought I had a phone
15:41
call coming in. Now we need to prioritize effort
15:44
over strategy. There's something I saw on the
15:46
podcast and I'll repeat again when it comes to business
15:49
growth, excuse me? In the early days, all your
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problems will be overcome by effort.
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I repeat, in the early days, all your problems will be overcome
15:58
by effort. By the time you enter stage 2,
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all your problems will be overcome by scaling.
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By the time you get to stage 3, all your problems will be
16:07
overcome by strategy. So let me repeat, Stage 1,
16:10
effort will solve all your problems.
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Therefore, just means work on the right stuff and work harder
16:16
#2 scale. You've worked on the right
16:19
things. You're not working hard enough.
16:21
Get other people to join you in the work.
16:23
Multiply your efforts. Either use human beings by
16:25
building a team or use technology and scale your
16:28
efforts. So that's what will help you to
16:30
grow. Excuse me?
16:33
So it's only after you've done those first two effort and then
16:36
scale, they can now start worrying about strategy, looking
16:41
for how to arbitrage on hard currency.
16:44
That's putting strategy first, but you know, was hope 1 opening
16:48
strategy first. If stage 1 and stage 2, you
16:50
never strong yet you feel me hope you feel what I'm trying to
16:54
say. So effort, are you even sure you
16:59
are working on the right things and working hard enough And have
17:02
you perfected your standard operating procedures and your
17:05
sales process? Have you tied those things down
17:08
first? That's just basic stage 1.
17:10
Then stage 2, you now scale it small, get a team around you,
17:14
involve technology. Have you put those backgrounds
17:17
in place first before you now say you're looking for
17:19
international market, you're now trying to do strategy.
17:23
See, that's the problem with a lot of us.
17:25
We're trying to do what trying to do strategy, strategy,
17:27
strategize in stage 1, like calm down, you don't know anything
17:31
yet to be strategizing. Fix the fundamentals first.
17:35
When you don't strong, when you can see the horizon where you're
17:38
standing, well then you can now start saying, oh you know what,
17:41
let us take advantage of arbitrage of international
17:45
currency and charging dollars. Sounds good when you said all
17:51
that strategy stuff is not for now is for future when your legs
17:56
are strong. So effort first in the
17:59
beginning, the answer is always effort, effort.
18:02
FI know people who say work smarter, not work harder.
18:05
But what did they say? If I run into any of you, I give
18:08
you backhand, stop saying that rubbish because there's no part
18:14
of the world where somebody wakes up and says, you know
18:15
what, I'm going to work hard. Well, let me work hard
18:17
foolishly. That's just a useless American
18:21
debate. This whole thing of work hard
18:22
versus work smart is a useless American debate.
18:26
There's nobody who wakes up and says, you know what, let me work
18:28
hard, but let me work hard foolishly.
18:29
Nobody says that. So please kill that debate.
18:34
All right, let me move on before I say something or annoy
18:37
somebody. Then he also had some questions
18:41
about AI. That is why I say, look, AI can
18:44
be dangerous. He's talking about how he has
18:46
used AI to develop scripts that are going to write the outreach
18:49
and then the AI something he has quoted it to respond to the
18:52
message. And guy, AI is good.
18:57
And I talk on the podcast about how you should use AI, but AI is
19:00
for scaling. AI is not for fixing.
19:03
If you have not determined the process, if you have not worked
19:05
on the process, then you'll be scaling rubbish.
19:12
AI and automation is effective when you already have a
19:15
successful business model in place.
19:18
If you don't have a successful business model in place, what
19:20
are you AI ING? What are you automating?
19:22
What are you scaling? What?
19:25
My guy, your process is flawed. Using AI will only amplify your
19:30
failures. So relax, calm down.
19:35
We need to fix some fundamental things first before we begin the
19:38
AI. OK?
19:39
You're using AI to write sales script and to automate outreach
19:42
and everything. How do you know that our
19:44
outreach works? Relax, try it out in Nigeria
19:48
first. Try it out manual, be calling
19:50
people manual, send e-mail manual, send WhatsApp message
19:55
manual based on what is working and what is not working.
19:58
You will now know that. OK, this one, let me automate.
20:01
Let me you know AI, let me AI the thing because at least I've
20:07
shown that the thing works. So please.
20:10
Yeah, it's good. But for a lot of us, we need to
20:12
slow down, to calm down. We're trying to run before we
20:16
can walk. We won't be Usain Bolt, but it's
20:19
not like that. Walk first, make sure your
20:23
cardio is on point. You know they go gym, build some
20:26
leg muscle, you know, take part in some local tournament 1st and
20:32
then eventually can try out for Olympics.
20:35
So relax, please. Let's calm down.
20:38
AI is good, but just remember AI is used to scale something that
20:44
already works. You can use AI to scale an
20:47
already successful business if your sales process has flaws and
20:53
if your business has flaws using AI, you only be opening your bum
20:57
bum in the public and do not do that.
20:59
You're amplifying your failure. Please don't do that.
21:06
Yeah, you computer people, you front end back developers, you
21:08
are the one that say garbage in, garbage out.
21:10
RB is the same thing. If you're using AI and you do
21:13
garbaging, the one that will come out to be garbage out.
21:16
So slow down, slow your roll. There's some things you need to
21:19
fix first. So I guess you guys really
21:25
understand this. I'm trying to say basically any
21:28
hard currency is good and I want to any hard currency too.
21:32
And people have been telling me, oh, boy, how far target the
21:34
American market. I say, yeah, I will eventually.
21:37
But The thing is, what I do, the birth place of that industry is
21:41
in America. So like my father used to say,
21:47
my father used to say you can't be more Jay-Z than Jay-Z
21:50
himself. That's what my old man used to
21:52
say. And it's true, this whole sales
21:55
trainer, conversion rate optimization, business
21:58
development specialist, the birth place of this thing is in
22:01
America. So you want me to go and compete
22:05
with them on their own terms. Now eventually I get there.
22:10
My focus has always been, let me dominate Nigeria first.
22:13
Anytime somebody says sales in Nigeria, they should call Tavish
22:17
in my idea. Let me dominate Niger first.
22:20
From there, the Ghanaians would be saying be like said our boy
22:22
knows, you know, knows what's up.
22:24
Ghanaians be calling me before you know it.
22:28
South Africa, as we say, it's like there's one guy that I shop
22:30
in West Africa. That guy Terry Schumer was his
22:33
name and call that guy. So it's from dominating Niger
22:39
entering Canada before you know, it S Africans don't they call me
22:42
small, small, small. That's how I get on the radar.
22:45
And now, you know, enter like America.
22:47
I'm not going to do that thing that this my guy, what's his
22:50
name? What's your flavor?
22:52
What's your flavor? Tell me, what's your flavor?
22:56
What's his name again? Craig Craig David.
23:01
Craig David was a big boy in the UK with What's Your Flavor and
23:05
you know all that. Whatever he decided, he wanted
23:06
to go and enter the American market.
23:08
You know, who are you? He went there.
23:09
Now does anybody know Craig David?
23:12
If I want to say Craig Davis, some of you are saying Craig
23:14
who? So relax, we fix some things
23:17
first. The boy should have been the guy
23:19
should have become superstar in the UK first.
23:23
Enjoy that fame that he was getting.
23:25
Then with that, what's his flip? What's Your Flavor album?
23:28
Should have dominated UK, you know, done a few international
23:32
tours, you know, grow up first, mature first, you know, So OK, I
23:35
want to enter American market anyway.
23:39
So Marisha, perfect your processes locally first.
23:44
For you web developers or anybody who is targeting the
23:46
American market, master your sales process here first, master
23:50
your fulfillment process here first.
23:52
Fulfillment is fulfillment just means that you have an order you
23:56
take the order, you process the order you deliver then people
24:00
are happy. So that's what fulfillment
24:03
means. So work on fulfillment first.
24:06
All of that do it here at home. Once you have proven that you
24:10
have a successful model in Niger first then applies and also
24:16
looking for international clients, then you can take
24:18
advantage of foreign exchange. So we'll all end this forex.
24:22
Don't worry, we will charge in dollars all of us.
24:24
I'm here with you, we will charge it But First things
24:27
first, let us walk before we can run.
24:32
Now let me tell you the sad thing, as I scroll up now and I
24:37
looked at all the messages, I saw something that yeah, this
24:39
guy, we've actually chatted before in the past and we
24:45
actually vetted some ideas about how he was going to do Instagram
24:47
outreach for Nigerian business owners and how he was going to
24:51
be doing 10, I think 10 targeted outreach every day.
24:56
Meanwhile, the guy never apply him.
24:59
He's now coming up with a new idea.
25:01
Can you see what I keep saying on the podcast?
25:04
Can you see what I think The problem is?
25:10
Lots of us are come up with fancy ideas, but in discipline
25:13
in the kilos, we're not even discipline enough to to see
25:17
anything through. And we think that the problem is
25:19
with the idea. There was already a good idea in
25:23
the past outreach to business owners on Instagram.
25:29
We've come up with the script, we've come up with the approach,
25:32
we've come up with everything. You did not apply.
25:35
Now you're thinking of problems that you're not ending in
25:37
dollars. Your problem is this, that
25:39
you're not ending Forex, your problems that you're not
25:41
disciplined enough to see anything through.
25:45
I keep saying on the podcast, good ideas are not the problem.
25:48
Stop looking for good ideas. The idea that you have is
25:50
already good enough. Execution is the thing that is
25:53
killing us. You're not even executing on the
25:55
ideas that you have. Calm down.
25:59
Stop looking for good ideas. The idea that you have is good
26:02
enough. Even if it's not good enough,
26:04
you won't even know because you're not even executing it.
26:07
So from one idea to another idea to another idea.
26:11
Anyway, I'm looking at the guy. No, no problem, I tried to be
26:15
nice, so I answer as many questions as possible whenever I
26:17
have time. So you know, I told the guy, no
26:20
problem, send me the message. I'm in the middle of some client
26:22
work now. I'll get back to you in like 2-3
26:24
days time. Just send me a reminder.
26:26
You know, I also had the guy, but you know, honestly, I know
26:30
that six months from now the guy will ping me again.
26:35
I will start a new chat. By the time I scroll up, I'll
26:38
see that, oh man, this guy, we know the chat before.
26:41
This is not the first time and I'll see that we're back at
26:43
square 1 with a brand new idea. So we're in forex.
26:48
Well, let's be strong in Nigeria 1st and then stop looking for
26:51
fancy ideas. Ideas are not the problem with
26:54
the idea that you already have, execute on it.
26:56
Put in effort, make sure you're working on the right things.
26:59
When you're sure that you're working on the right thing now
27:02
good. The next thing is let's try and
27:04
scale this thing up a bit, build a team around you, get other
27:07
people to sell and execute on your behalf or use technology
27:11
and their skill. And when you've now reached that
27:15
level, there's something on ground, there's processes,
27:18
there's something, hey, we can now start looking for strategy
27:22
of how we can capture dollars and how we can be earning $7000
27:27
every month. Because even though $7000 per
27:31
month might be small money to them, by the time now do that
27:33
calculation in Nigeria, you say several $1000, it will make
27:38
sense. Anyway, let me wrap it up here.
27:40
So that's it. And that's all.
27:42
Remember, if you'd love to connect, you can call, send me a
27:45
text message via WhatsApp message on 08064662140.
27:51
Thanks for your time and attention.
27:52
I'll catch you next time. Same place in your headphones or
27:55
in your speakers. And please, if you do send me a
27:58
message and we do talk about, you know, something and we agree
28:01
on something. Can't go and execute first
28:03
before you come back to me with another brand new revolutionary
28:08
idea. Because to be honest, you know,
28:11
if I catch that, OK, this person just likes idea, idea, idea.
28:14
After a while, I'll just bone you.
28:16
I'll start ignoring you when they don't worry.
28:18
I've only ignored one person so far because the guy was an
28:20
absolute twat guy. No houses at all guy, no
28:22
guesses. Anyway, let me leave it here so
28:25
I'll catch you guys at the next episode.