Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Unlock Sales: Building Emotional Bonds with Buyers

Transcript

Unlock Sales: Building Emotional Bonds with Buyers · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome. My name is Tavishima Ayede.
• 0:04
  I saw sales and marketing challenges and I'm making
• 0:07
  today's recording at an undisclosed location in Abuja.
• 0:11
  So expect to hear some interruptions in the background.
• 0:14
  Now, the goal of this podcast is business education, in case
• 0:16
  you're discovering me for the first time.
• 0:18
  So please spread the word so that your friends and family
• 0:21
  members in Nigeria and abroad can benefit from the questions
• 0:24
  that we tackle. They can do that by subscribing
• 0:27
  on Spotify, YouTube, Apple, or any player of their choice.
• 0:31
  And if you'd love to connect with me, call SMS or WhatsApp me
• 0:35
  on 08064662140. Today on the podcast, we're
• 0:42
  going to look at how to establish an emotional
• 0:44
  connection with your potential buyers.
• 0:47
  Again, I repeat today on the podcast, we're going to look at
• 0:51
  how we can get cosy, how we can get emotional with our potential
• 0:55
  customers, with our potential clients.
• 0:58
  And we're also going to examine some small, small subsets of the
• 1:01
  question. We're going to look at whether
• 1:03
  we need to have an emotional connection with our clients.
• 1:07
  Is it necessary? Why can't I just show up,
• 1:10
  collect the money and get out? Do you have to become friends
• 1:14
  with your potential buyers and customers?
• 1:16
  Because quite frankly, I'm not looking for new friends.
• 1:18
  I just want money. Then how can you even establish
• 1:23
  this emotional connection yourself, especially since a lot
• 1:26
  of times we're going to be dealing with people who are
• 1:28
  total strangers. You know, when we start off in
• 1:30
  business, you know, in the beginning, you know, you tell
• 1:32
  your brother, you tell your sister, you tell your friends,
• 1:34
  you know, people in work, people in church, people in the
• 1:36
  mosques, you know, one or two connections like that.
• 1:41
  But then before you know it, three or four months have passed
• 1:43
  and we have finished dealing with everybody that we know.
• 1:47
  Now it is time to talk to emotional strange to perfect
• 1:50
  strangers, total strangers. How do we get emotional?
• 1:53
  How do we close you up? How do we level?
• 1:55
  How do we become one-on-one with all these strangers that we deal
• 1:58
  with every day? And then the big question, how
• 2:02
  can you use this emotional connection to close the sale?
• 2:06
  Because there's some of you who are very good at making friends.
• 2:10
  But The thing is, you know, you become a friend to the person on
• 2:13
  January 1st. You know, February people are
• 2:15
  still friendly. March, you're still friendly.
• 2:18
  April, you're still friendly. November, you're still friendly.
• 2:21
  But since then, they haven't bought anything for you.
• 2:23
  So how can we use this emotional connection to close the sale?
• 2:27
  Also, one moment. OK sorry about that.
• 2:33
  A notification just came through on my phone, so I wanted to make
• 2:35
  sure it was not something and that needed my immediate
• 2:39
  attention. Oh yeah.
• 2:39
  In case you haven't figured it out, yes, for those of you who
• 2:41
  are listening for the first time, I'm making this recording
• 2:44
  using my phone. All the podcast episodes that
• 2:46
  I've made, all 1120 something episodes, I've made every single
• 2:51
  one on my phone, OK, apart from that one where I was being
• 2:55
  interviewed by this communications specialist based
• 2:59
  in Canada, Nene Battuba, of course, Nigeria born, but you
• 3:04
  know, she don't check back. So she's out there with her
• 3:05
  family and she's in the, she's in the communication space.
• 3:11
  She's a professional communication specialist.
• 3:13
  So that particular episode was recorded the right way.
• 3:17
  You know, I showed up on my computer because, you know, she,
• 3:20
  she likes all that kind of thing.
• 3:21
  So she hooked it up. So she, we, I can't remember the
• 3:25
  software anyway, but we showed up, you know, proper mics,
• 3:27
  recorded everything. She edited everything.
• 3:29
  She added music, you know, so that was that is the only single
• 3:33
  one polished episode that I have over here on the podcast.
• 3:37
  Anyway, so let me get back to the questions now.
• 3:40
  Where was I? So emotional connection.
• 3:44
  What is an emotional connection yourself?
• 3:47
  Now for those of you who are in relationships, you know, you're
• 3:49
  all loved up. You have a husband, you have a
• 3:50
  wife, you have a boyfriend, you have girlfriend.
• 3:52
  Of course, you already know what an emotional connection is.
• 3:54
  So no need for me to explain that to you.
• 3:57
  But for the purposes of this podcast and for the purposes of
• 4:00
  business, emotional connection just means mutual understanding.
• 4:05
  As I feel you, you feel me. We understand each other.
• 4:08
  We're on the level #1 that's why emotional connection means
• 4:13
  mutual understanding between two of you, buyer and seller.
• 4:16
  Then a certain level of empathy or trust me, I trust the buyer
• 4:22
  and then the buyer, they also trust me as a seller.
• 4:26
  Now, you know, I'm not going to try and pull something sharp.
• 4:28
  I'm not going to try and do a one or two and then just
• 4:31
  disappear. So a certain level of trust has
• 4:33
  to be there. A certain level of empathy has
• 4:36
  to be there. The person needs to understand
• 4:40
  that they need to get this feeling that, you know, I'm
• 4:42
  feeling them and understand where they're coming from.
• 4:45
  Even me too, I need to understand that the the buyer is
• 4:49
  also feeling me to get where I'm calling from.
• 4:51
  Because, you know, sometimes, you know, potential clients,
• 4:54
  potential customers, sometimes they can be idiot.
• 4:56
  So so you know, we too, we have to protect ourselves.
• 4:59
  If you're dealing with any client and you're getting some
• 5:01
  vibes like this guy's shady, like these babies shady sheisty,
• 5:05
  they're just out to, you know, just wound us and and go just
• 5:11
  remove yourself from that situation.
• 5:12
  So we too should be protecting ourselves.
• 5:14
  So any clients that is looking shifty, that is sounding
• 5:18
  fraudulent, that is sounding one kind, just remove yourself from
• 5:21
  the situation because I can assure you at this level, money
• 5:26
  hasn't changed hands. They're already doing you like
• 5:28
  this like this when money change hands, Oh boy, you will hear it.
• 5:33
  So these are just the basic dynamics that we need for a
• 5:36
  business relationship. We're not talking boyfriend and
• 5:38
  girlfriend. So emotional connection just
• 5:41
  means mutual understanding. We understand each other
• 5:43
  empathy. We they feel each other small,
• 5:45
  small and then trust. I'm trusting that this buyer,
• 5:49
  this client is somebody that has sense them.
• 5:52
  They're trusting that me as a seller or as a professional, me
• 5:56
  too, I guess more sense. So that's all we mean when we
• 5:59
  say emotional connection here. So it is not about lovey dovey
• 6:03
  feelings and vibes and stuff like that.
• 6:05
  So for those of you who when you hear this episode, you are
• 6:08
  becoming afraid, like I beg, I'm just here for the money.
• 6:11
  You know, you're in the right place.
• 6:13
  Don't worry. We're not saying we should
• 6:15
  recall five and six. We're just saying establish
• 6:18
  mutual understanding, establish empathy, establish trust.
• 6:24
  That is all we need to build a business relationship.
• 6:27
  If you guys become five and six, you know, like dango 10 or $10,
• 6:31
  you know, family holidays together, flying in the same,
• 6:35
  flying in the same personal jet and all whatnot, Yeah, that's
• 6:38
  that's all good. But, you know, in the beginning,
• 6:41
  it's not necessary to closing the sale.
• 6:43
  So can an emotional connection even help you close the sale?
• 6:47
  The answer is a capital YES. Remember, we're talking
• 6:51
  emotional connection. We're not talking about love.
• 6:53
  We're not talking about friendship.
• 6:56
  So an emotional connection can help you close the sale because
• 7:00
  trust and emotional connections help to reduce sales resistance.
• 7:06
  It helps to pipe things low because in the beginning, when
• 7:09
  you're trying to sell somebody something, everybody has an
• 7:12
  automatic response. When they feel like somebody's
• 7:15
  trying to hustle them, somebody's trying to sell
• 7:17
  something to them by force. By force, everybody has an
• 7:20
  automatic response. That's the reason why, you know,
• 7:24
  for those of us who schooled in the UK, you enter the shop,
• 7:26
  you're looking, you know, and then the moment a sales Rep
• 7:29
  walks up to you and says, oh, good morning, Sir, can I help
• 7:32
  with blah, blah, blah, blah, blah, I say, oh, no, thank you,
• 7:34
  I'm just looking. Meanwhile, you're not looking.
• 7:37
  You actually want to buy something.
• 7:38
  But The thing is, you don't want anybody to hustle you.
• 7:41
  And for those of us who schooled abroad, you know, forex, you
• 7:46
  know, currencies is hard to come back so you don't want to just
• 7:49
  waste your pounds anyhow. In your mind you don't want to
• 7:52
  spend anything more than £20. And you feel as if if you open
• 7:55
  your mouth and tell this guy that yes I'm looking for this,
• 7:57
  I'm looking for that, by the time you leave the shop you
• 7:59
  would have spent like £50, you have doubled your budget.
• 8:03
  So everybody is on that lock up level emotionally, everybody's
• 8:07
  closed when it comes to sales. Nobody wants to take advantage
• 8:10
  be be taken advantage of. It's a normal something, so just
• 8:19
  learn how to navigate it. It's normal.
• 8:23
  So an emotional connection is what we get the other person to
• 8:27
  calm down and to relax and to say actually, you know what?
• 8:32
  I'm here because we came to attend my brother's graduation.
• 8:37
  I'm looking for suitable shoes, but honest to God, £10, that's
• 8:43
  the one that I have. I beg.
• 8:44
  So if you can help me find something here, less than 10
• 8:46
  lbs, no problem. You know, I'll buy.
• 8:49
  You know, that's the kind of thing, excuse me.
• 8:51
  So emotional connections, that's the kind of thing that makes
• 8:53
  people, you know, calm down. You know, Tom Hopkins calls it.
• 8:59
  What does he call it again? Sales resistance.
• 9:02
  So when you meet everybody, sales resistance is high.
• 9:05
  Everybody's locked up. We need to get them to relax and
• 9:08
  calm down. Emotional connections.
• 9:10
  Do that and trust helps people to do that.
• 9:14
  And Please remember I have said at the beginning of the episode,
• 9:17
  and I want to repeat it now, I am not saying that you have to
• 9:19
  become friends with your potential buyer.
• 9:23
  If you want to become friendly with people, then it's cool
• 9:26
  because some people are very, very friendly.
• 9:28
  Some people make friends easily. Some of us are just in business
• 9:32
  because you want to make money, full stop.
• 9:34
  And we don't have more friends. So it's OK when I say you have
• 9:37
  to become friends. What I'm just saying is you have
• 9:40
  to find a way of establishing some rapport with this person
• 9:44
  who is a total stranger. This is the first time they've
• 9:46
  entered your shop. This is the first time they've
• 9:48
  slid slid into your DM. This is the first time you're
• 9:51
  meeting the person in the office.
• 9:52
  This is the first time people who are meeting on the field for
• 9:56
  field inspection or whatever it is people are supposed to do.
• 9:59
  This is the first time. So you have to find a way as a
• 10:03
  seller to establish some kind of rapport, establish some kind of
• 10:06
  mutual understanding, establish some kind of empathy, establish
• 10:10
  some kind of trust so that the person's guard will be down so
• 10:13
  that you guys can talk. If people are not talking, no
• 10:16
  sale is going on believe except for people who are actualized
• 10:20
  buyers. The thing with actualized buyers
• 10:22
  is actualized buyers already know what they want.
• 10:24
  They already know how much it cost.
• 10:25
  They've done all the research. So their own is just do you have
• 10:27
  it or don't? So if you're dealing with an
• 10:29
  actualized buyer, no problem. It can be transactional, but
• 10:33
  they have only met one actualized buyer before.
• 10:35
  She showed up to my stand and she was like, hey, hello, my
• 10:39
  parents got married in 19. This, this, this.
• 10:41
  In the highland of Belize, they got a this, that that, that,
• 10:44
  that kind of album. Do you have this kind of album,
• 10:48
  yes or no? Yes, I have it.
• 10:50
  Can you do this kind of signature cover patterns?
• 10:53
  You know something something. Yes, I can do it.
• 10:55
  OK. How much would that be plus
• 10:57
  delivery? I'm getting married in so so, so
• 10:59
  and so she was a very, very straight up person, as in she
• 11:02
  has done the research, has done whatever.
• 11:04
  So for that kind of person, when you're dealing with an
• 11:06
  actualized buyer, yeah, you can cut straight to the chase is
• 11:09
  either I have it or you don't. Is either they think you're
• 11:12
  credible or you're not. The next thing is how much one
• 11:16
  are you going to deliver? Oh, by the way, I love those
• 11:18
  kind of people, even though I've only dealt with one on the
• 11:21
  wedding photographies that I've only dealt with one.
• 11:24
  But me, I like those kind of people generally.
• 11:26
  As in straight to the point, let's get going.
• 11:30
  But everybody else, we need to establish some, some sort of
• 11:35
  rapport, some some sort of mutual understanding.
• 11:38
  So now how are we going to establish this emotional
• 11:42
  connection with this potential buyer, with this stranger?
• 11:46
  First of all, we have to realize that it is all about the other
• 11:49
  person. It is not about you.
• 11:51
  You listening to the podcast now the business owner, it's not
• 11:55
  about you. Lots of times we make the
• 11:58
  mistake of starting off with me, me, me, me, me.
• 12:01
  Hello, nice to meet you. Welcome to the stand.
• 12:03
  My name is Tavishma Ayede and I'm the principal of so so so
• 12:06
  and so we've been in business for 20 years and we have solved
• 12:09
  this that that that this segments.
• 12:11
  We have a list of customers and we have worked well with this
• 12:14
  person, this person, that person that person were the greatest
• 12:17
  were the best were the this were the that while you are doing all
• 12:20
  that intro me, me, me, me, me, us, us, us.
• 12:23
  I'm the greatest, I'm the best, I'm the this the person is is is
• 12:26
  tuning out. Person is not listening to you.
• 12:29
  They are not because in the beginning nobody cares about
• 12:32
  you. You will get a chance to say the
• 12:36
  whole I am the greatest, I am the best, I'm the brightest, I'm
• 12:38
  the smartest, I'm the cheapest, the fastest, the most
• 12:40
  affordable. The you will have a chance to
• 12:43
  say to do all that. That will be later on in the
• 12:47
  relationship after you have done need analysis when you are
• 12:51
  making your presentation. You can all do me, me, me, me,
• 12:54
  me, me, me even at that stage. By the way, I don't recommend
• 12:58
  you do me, me, me all the time, but you know, we'll talk about
• 13:01
  that later. So in the beginning, it is about
• 13:06
  them. It is not about you.
• 13:09
  The primary focus is not supposed to be on you and your
• 13:12
  company and your product and your service and how great you
• 13:16
  are. Start off the interaction by
• 13:18
  being concerned about who the customer is, why they have
• 13:22
  reached out to you, what they are hoping to achieve, all these
• 13:25
  kinds of things. So it's.
• 13:27
  Hello, nice to meet you. Welcome to the stand.
• 13:29
  So what brings you here today? Oh, OK.
• 13:32
  This is the problem you're trying to solve.
• 13:33
  OK, Tell me some more about that.
• 13:34
  OK. Did you try this in the past?
• 13:36
  Did you try that in the past? Oh, OK.
• 13:38
  All right. So because of that, these are
• 13:39
  the alternatives that you're considering.
• 13:41
  OK. Would you like me to put you
• 13:42
  through one or two? That's how the conversation is
• 13:44
  supposed to be. It's about them.
• 13:49
  When you have done all that initial, you know every, every
• 13:53
  about who they are, why they reached out to you, what they're
• 13:57
  hoping to achieve. Then you can now start that
• 14:00
  whole and the best and the brightest and the fastest and
• 14:03
  the cheapest and the best and the most original.
• 14:05
  I import only all my stuff is imported from the US and all
• 14:08
  that the normal, normal things that we do.
• 14:11
  But in the beginning, you start off the conversation being
• 14:13
  focused on them. Now this applies whether it is
• 14:18
  face to face or whether it is e-mail or whether it is DM.
• 14:22
  Some of you have set your DM auto response thing.
• 14:26
  Hello, thank you for reaching out to Cami Badenoch.
• 14:28
  Something, something and the greatest, the brightest, the
• 14:31
  whatever, whatever, whatever in Abuja, something, something.
• 14:34
  How may we help you today? Just cut out that first part of
• 14:37
  hello where the cheapest, the best, the brightest, the least.
• 14:39
  Cut out all that first part and let your automatic prompt
• 14:42
  something just be Hello, how can we help you today?
• 14:47
  Or maybe you know, hello, thank you for reaching out to so, so,
• 14:50
  so and so. Can you tell me your name or
• 14:52
  where you're calling from and how can we help you today?
• 14:55
  You know, any which way you're going to program the thing,
• 14:57
  program it so that we're starting off asking about them
• 15:04
  now. The funny thing is this, the
• 15:06
  psychology, The funny thing is this.
• 15:08
  When you get people talking about themselves, they now
• 15:11
  become calm towards you. I'm not a psychologist, so I
• 15:17
  don't know how it works. All I know, especially from
• 15:20
  business perspective, is just that it works.
• 15:23
  Even from a relationship perspective, it works if you
• 15:27
  want to, if you want to snag a babe and you show up to the date
• 15:32
  and you say babe, I'm the best, I'm the best, I'm the tallest,
• 15:36
  I'm the finest. I'm the this, my father is so,
• 15:38
  so, so and so. I'm related to this da, da, da,
• 15:40
  da for the average, for the average babe, you know, I mean,
• 15:43
  there's some babes that will fall for all that, but for most
• 15:45
  babes, you've lost them. But if you show up for the date
• 15:50
  asking questions about her, you show up, prepare a compliment.
• 15:54
  Oh, nice dress. I like your mascara, you know,
• 15:56
  blah, blah, blah. This, that, that, that, that,
• 15:59
  you know, and then you start asking questions about her, you
• 16:02
  stand a better chance of closing the deal.
• 16:04
  So when our relationships are in business, I don't know why it
• 16:06
  works. I just know that it does work.
• 16:10
  So you focus on the other person and then let me stop there.
• 16:17
  Let me know if I plug it. I'm sure you get the point.
• 16:20
  Next, you need to look for some areas of commonality between
• 16:24
  both of you, because remember, both of you are strangers.
• 16:27
  Any commonality will make things yours, you know, smooth, small.
• 16:31
  For those who were also schooled in the UK, remember how it was.
• 16:35
  Now you land, everybody's a stranger.
• 16:37
  The moment you find another Nigerian, you're like, ah,
• 16:39
  correct my people. And then you relax because two
• 16:43
  of you have something in common in Nigeria.
• 16:48
  You know, you guys could probably, you know, you
• 16:51
  understand you're from different regions.
• 16:53
  So in Nigeria, you know, ordinarily you will not be
• 16:55
  talking to yourself, but because you're in a foreign land, you've
• 17:00
  landed in Russia. You want to study medicine in
• 17:01
  Russia or Ukraine, because I hear that those people have
• 17:04
  really good medical faculties. In fact, one of my cousins
• 17:06
  studied there. So you're landing in Russia.
• 17:09
  Everywhere is cold -40°. You've never seen that kind of
• 17:13
  cold before, because in your father's village, cold means
• 17:17
  25°. But now you're -40 everywhere is
• 17:20
  bleak. People are talking in language
• 17:22
  you don't understand. The moment you hear two people
• 17:25
  talking, speaking the EBO language, even though you're a
• 17:27
  house, a guy like my brothers, you guys become cool.
• 17:32
  See, commonality, that's how it works.
• 17:36
  So people are total strangers. You need to look for some things
• 17:38
  in common, establish some areas of commonality and then move on.
• 17:43
  Just establish and move on. Don't dwell.
• 17:46
  And so that's the reason why for me, especially for those of you
• 17:48
  who've reached out, you know, I'm big on this whole thing of
• 17:51
  universities and you know, tribe and stuff like that, because
• 17:54
  quickly, quickly, we establish some commonality.
• 18:00
  I'm currently doing business with one guy, He's from he's
• 18:03
  from Yobe. He doesn't consider himself to
• 18:06
  be Hausa, corn off, you know, whatever.
• 18:08
  I'm a middle belt dude. You see, that's one area of
• 18:10
  commonality, even though we're not from the same state.
• 18:14
  So these kinds of things, you know, they never fail.
• 18:17
  And then in Nigeria, you know, we have these university wars,
• 18:20
  you know, people from OAU always ragging on people from UNILAG,
• 18:27
  people from Ibado always ragging on OAUOAU and Ibado always
• 18:32
  ragging on Abu. Then all of us who are in first
• 18:35
  generation universities, unilog is not first generation by the
• 18:38
  way. So you unilike people sit down,
• 18:40
  you're not on the list. So University of Ibado, OAU A/B
• 18:46
  U, we first generation universities, all of us just
• 18:49
  ragging on everybody else, you know, second generation
• 18:51
  university, private university, you know, all those things.
• 18:55
  So it's also a very good way to build rapport.
• 18:59
  I was like, oh, by the way, which school did you go to?
• 19:00
  I had to covenant. I said covenant.
• 19:03
  That means you're a millennial. I said, what do you mean?
• 19:05
  They said no, covenant now is is a baby school now.
• 19:07
  So that means you must be a baby.
• 19:09
  And then from there, just small rapport, casual joke.
• 19:13
  You see that kind of thing. You're getting people to just
• 19:15
  relax, you know, calm down. So that whole thing of where are
• 19:19
  you from? What school did you go to?
• 19:23
  Oh, you went to Susan. So other means you must know
• 19:26
  this person, that person. Say which set and 98 set.
• 19:30
  Oh, no, no, me, I was 2002. Set is OK.
• 19:33
  But from there, from these kind of random conversations, we're
• 19:37
  just looking for one area of commonality.
• 19:40
  One or two establish it. Don't dwell on it, just move on.
• 19:45
  But these things make us more human.
• 19:47
  They make us more relatable. So talking about school, where
• 19:53
  did you grow up? What tribe?
• 19:54
  What state are you from the other person's interests?
• 19:58
  I mean, even things as simple as Netflix, for instance.
• 20:04
  Anyway, remember, we're not trying to look for best friends
• 20:07
  here. We're just trying to establish
• 20:09
  one or two elements of commonality and then we move on.
• 20:12
  Or please, a word of caution, when it comes to religion and
• 20:17
  politics, please be careful, right?
• 20:22
  Because religion and politics, you weakly say something that
• 20:25
  will F up the whole situation. We're here to make money.
• 20:29
  If you want to convert people, you know, over to Jesus Christ,
• 20:32
  you know, that's, that's fine. But the primary thing is we want
• 20:35
  to make money first, you know, make the money first.
• 20:37
  Then we'll work on converting the person later.
• 20:40
  Except if you're an evangelist, then disregard, exact disregard
• 20:43
  what I've said. But right now the goal is I want
• 20:46
  to make that money first. I want to collect that transfer
• 20:48
  first. I want to make sure that the
• 20:51
  customer is satisfied first. After that, we can now focus on
• 20:55
  the whole thing over Christianity, Islam, PDPAAPCL,
• 21:00
  GB, TQS and we can discuss all those things later.
• 21:03
  But the first thing first, first, first is I want to
• 21:04
  collect that check. I want to collect the deposit.
• 21:07
  So religion and politics, you know, be careful, don't put it
• 21:11
  at the forefront, except if that is what your whole brand is
• 21:16
  about. So an example that I like to
• 21:18
  give is Donald Trump. So Donald Trump, his, you know,
• 21:22
  he plays a certain kind of politics for if you're like
• 21:24
  Donald Trump, then when you meet the person, it is precisely the
• 21:29
  first thing you should talk about religion and politics,
• 21:32
  because that is part of your whole thing.
• 21:37
  So if you're not like Donald Trump and religion and politics
• 21:41
  is not your the main, the main thing, please stay away from
• 21:44
  these topics. After people have done business,
• 21:47
  after you've collected money, after people have become some
• 21:49
  friends, you can now start talking realistic about some of
• 21:52
  those things. It is then you can now say, you
• 21:54
  know, guy, you know, to be honest of Yoruba people, I don't
• 21:58
  like Yoruba people because or I don't like House of people
• 22:00
  because or this LGBTQ thing is something something, something
• 22:04
  Christianity is like. You can now start talking after
• 22:06
  people have become friends, but in the beginning, stay away from
• 22:10
  religion and politics except if it is a central part of your
• 22:15
  brand. And in that case, you better key
• 22:18
  in hard so that you will repel everybody who is not like you
• 22:26
  and you will attract all those people who are like you.
• 22:31
  And that's the reason why people like Donald Trump.
• 22:33
  They go very hard. That's the whole point.
• 22:35
  If you don't like them, be disgusted and go.
• 22:40
  If you like them, embrace them immediately and join the tribe.
• 22:44
  So if that's not a part of your brand, please stay away from
• 22:46
  these sorts of things. Then to also establish trust.
• 22:51
  OK, I've spoken. What the?
• 22:52
  OK, what did I say? And so I said it's not about
• 22:55
  you. I was spoken about commonality.
• 22:58
  And so next thing is credibility.
• 22:59
  We have to look and sound the part and it is contextual.
• 23:06
  Let me repeat, credibility just means look and sound the part.
• 23:11
  It is contextual. So for somebody to be credible
• 23:18
  as a painter or as a wedding photographer is different than
• 23:22
  for somebody to be credible as a medical doctor.
• 23:26
  If they're coming to see you because you're a cardiologist,
• 23:29
  brain surgeon, something, and they show up in the office and
• 23:32
  your wife beta shirt and torn jeans, that is not looking
• 23:36
  credible. But for a wedding photographer,
• 23:39
  on the other hand, they show up in the studio, you're wearing
• 23:42
  white beta shirt and torn jeans with dreadlocks, it might be OK.
• 23:48
  So credibility looking and sounding, the path is
• 23:52
  contextual. There's an example that Tom
• 23:55
  Hopkins like used to give in his early material.
• 23:59
  Tom Hopkins is an American sales trainer in the real estate
• 24:04
  space. So Tom Hopkins used to say, if
• 24:08
  you sell insurance, you cannot show up to your client's office
• 24:14
  wearing jeans and T-shirt. It's it's like you're, there's a
• 24:21
  way somebody will look at you and rate you.
• 24:23
  If you're selling insurance, you're selling financial
• 24:26
  products. You understand you don't show up
• 24:29
  wearing jeans and T-shirt. But then he also pointed out
• 24:33
  that if you're selling financial products but your client happens
• 24:38
  to be a rural farmer in America, it will look like you don't have
• 24:42
  common sense if you show up to the farm that the person works
• 24:46
  on and you are wearing complete suits with tie and shine shoes
• 24:52
  and everything. So it is contextual.
• 24:57
  So not everybody needs to wear a suit and a tie.
• 25:00
  Not everybody needs to wear skirts and shirts, not everybody
• 25:05
  needs to have a clean haircut. There are lots of situations
• 25:09
  where it's OK for you to have dreadlocks.
• 25:13
  There are some situations where it's OK to meet somebody in a
• 25:16
  bar, and there are some situations where it would be
• 25:20
  inappropriate to meet somebody in a bar.
• 25:22
  It depends. It is all contextual.
• 25:25
  Who are you? What business are you involved
• 25:27
  in? What product or service are you
• 25:30
  selling? What are the traditions around
• 25:32
  the business you know? So it all depends.
• 25:35
  It's contextual. So that's part of credibility.
• 25:38
  Make sure you look and sound the part.
• 25:43
  Then I hope you have some credentials.
• 25:48
  You know where Niger credentials are important.
• 25:52
  So don't brag about your credentials, but make them
• 25:56
  visible or once in a while bring them up in a conversation.
• 26:00
  It'd be surprising a number of people who take me seriously or
• 26:03
  who take me more seriously when they find out that I started off
• 26:07
  as a lawyer, you know, is Nigel is just one of those things they
• 26:10
  say, oh, you used to be a lawyer and it makes people take you
• 26:14
  serious. So you find ways of dropping
• 26:17
  some of these things, your credentials.
• 26:20
  That's the reason why when you step into a medical doctor's
• 26:24
  office, at least in Lagos and Abuja, especially the specialist
• 26:27
  hospital, the next time you go, just check it.
• 26:31
  The doctor is sitting down, He's facing you and talking to you on
• 26:34
  the wall behind him. His degrees are laminated and
• 26:37
  put up there. Medical school something
• 26:41
  something Royal College of London, The thing is framed
• 26:44
  there. The graduation that he had from
• 26:48
  University of Ibadan, The thing is there, Royal School of
• 26:52
  Gynecology, something, something, something is there.
• 26:55
  Maybe you haven't noticed because you know, usually you
• 26:57
  just show up and you talk to your doctor and then you stuff
• 26:59
  like that. But since I am interested in
• 27:02
  sales, marketing, communications, branding, public
• 27:05
  relations, all these sorts of things, I pay attention and I
• 27:07
  see it. When you enter the office of the
• 27:10
  chief specialist, look behind him on the wall.
• 27:14
  If you're in Lagos or Abuja, try it.
• 27:17
  I don't know about, you know, Port Harcourt and Kaduna and all
• 27:19
  the other places, but Lagos and Abuja, you enter into the office
• 27:23
  of the chief specialist, the chief consultant, look behind
• 27:26
  him on the wall, his degrees are there, laminated and framed.
• 27:31
  So if credentials are a part of your industry, you need to bring
• 27:36
  it up. So if you're an architect and
• 27:41
  you did the mandatory four years in uni Jos and then after that,
• 27:48
  because I think for them they also have to do master's.
• 27:52
  If apart from that four years and masters that you did in
• 27:55
  Unidos, you also went to London School of Modern Architecture.
• 28:01
  Something, something, something, you find clever ways of dropping
• 28:05
  it into the conversation. You're not bragging about your
• 28:08
  credentials, but you want people to know that you are
• 28:11
  credentialed where those things matter because there's some
• 28:15
  places where it doesn't matter. But like for those of you who
• 28:20
  are music directors, you do music videos, you know, stuff
• 28:22
  like that. You know, credentials in this
• 28:24
  case might be saying, oh, OK, I get it.
• 28:26
  I understand the concept that you're trying to fulfill.
• 28:28
  By the way, when I was working on Boner Boys, this other music
• 28:32
  video last year, as you just drop a casual, you drop a
• 28:34
  stylish, it will click in. The person said that.
• 28:38
  So this person has worked on Boner Boys set before, but just
• 28:42
  dropping our credentials, small, small, small, you're just
• 28:45
  hinting. There's no bragging.
• 28:47
  We just want people to know that we're capable.
• 28:49
  We know what's up. We've done this work before,
• 28:52
  which lead me to the next one. Competence.
• 28:55
  Competence means you show people that, look, I've done this work
• 28:57
  before, you're in safe hands. This one is not.
• 29:01
  It's not a problem. I've done this before.
• 29:05
  I've taken care of people before.
• 29:06
  I can take care of you. That is competence.
• 29:09
  So these are ways that we can establish an emotional
• 29:11
  connection. Don't come in and start talking
• 29:14
  all about you. Make it about them.
• 29:16
  Figure out who they are, why they reach out to you, what are
• 29:20
  they hoping to achieve, where are they running to?
• 29:22
  Where, what are they running away from.
• 29:25
  Establish some levels of commonality here.
• 29:27
  One or two things where you guys are similar.
• 29:31
  Stay away from religion and politics for now.
• 29:33
  When you guys are friends. 5:00 and 6:00 you can now speak your
• 29:36
  mind. Credibility.
• 29:39
  Make sure you look and sound the part.
• 29:42
  And Please remember that it is contextual.
• 29:46
  There are some places where it is OK to show your tattoos, and
• 29:49
  there's some places where if you show your tattoo, you're
• 29:52
  shooting yourself in the foot. Their competence.
• 29:56
  Show them you've done this work before.
• 30:00
  They're incapable hands, so they're all good.
• 30:04
  These are the things that will make people calm down, reduce
• 30:10
  their resistance. They will be able to talk
• 30:12
  frankly. Now, let's assume we have
• 30:16
  established this emotional connection.
• 30:17
  How can we use that to close the sale?
• 30:19
  Well, we've already figured out that by lowering their
• 30:22
  resistance, it'll make it easier to talk to them.
• 30:24
  It is hard to sell somebody on something if you guys are not
• 30:28
  talking. If the person is quiet, the
• 30:30
  person is only saying yes. No, 5 copies.
• 30:37
  OK, no, tomorrow, yesterday. If that is the level of
• 30:43
  conversation people have, then to close that deal will be hard
• 30:47
  because there's no conversation going on here.
• 30:51
  So lower their resistance, make it easier to talk to them.
• 30:54
  Then this emotional connection that you have will make it easy
• 30:59
  to secure advancements. And advancement just means the
• 31:01
  next clear step. If someone shows up to my booth
• 31:07
  as a wedding photographer back in the good old days and I
• 31:09
  didn't establish an emotional connection, me trying to fix the
• 31:14
  next step, which is they should come to my studio or I should
• 31:16
  come to their house, how is that step going to work?
• 31:20
  It won't because they're still nervous.
• 31:23
  They don't trust me, there's no emotional connection.
• 31:26
  Why will they give me their address?
• 31:29
  Especially in Nigeria of today, you just be giving everybody
• 31:31
  your home address or your office address anyhow.
• 31:34
  That's the reason why we need to establish an emotional
• 31:36
  connection. When everybody's cool, when
• 31:39
  everybody's relaxed, it makes it easier for you to now say, oh,
• 31:43
  by the way, I'm going to be around the office next
• 31:47
  Wednesday, 10:00 when I learn. Should I pass through?
• 31:52
  Oh, yeah, sure, no problem. Oh, by the way, can I have your
• 31:56
  phone number? That is what makes these things
• 31:59
  easy. Oh, sorry, one moment I have to
• 32:01
  attend to something. OK, sorry about that.
• 32:07
  I had to attend to someone outside the car because I was in
• 32:11
  the car making the recording. So I just need to attend to
• 32:12
  someone outside. Where was I?
• 32:16
  So I was saying I use the emotional connection now to
• 32:19
  secure advancements. And advancement just means
• 32:22
  you're able to get the person to take the next step.
• 32:25
  So if you're in the kind of business where I used to be,
• 32:28
  where you're standing at the trade booth and stuff like that,
• 32:31
  if you don't establish that emotional connection, they will
• 32:33
  not drop office address, they will not drop phone number, they
• 32:37
  will not drop house address. You know, they will not agree to
• 32:41
  the next meeting, to the next step.
• 32:44
  So when you use these emotional connections to help us to get
• 32:47
  that next step, also the reason why it's important, especially
• 32:52
  if you want to sell the way that I do or the way that I preach,
• 32:56
  is eventually we need to have some very frank discussions
• 32:59
  around difficult topics like price or like delivery timelines
• 33:03
  or other obligations. We need to have frank
• 33:05
  conversations. I'm not one of those people who
• 33:07
  believes in, you know how I put it, being coy around it.
• 33:12
  Have the conversation. OK, Sir, Madam, based on what
• 33:17
  we've discussed so far, to solve this problem, looks like we
• 33:21
  could do any option between AB and C.
• 33:24
  Any of those would be adequate, but those would cost anything
• 33:27
  between 3:00 M and 6.5. Is that an investment that
• 33:31
  you're willing to make? If you have established some
• 33:36
  emotional rapport with someone, you can say that thing easily.
• 33:39
  If you haven't established any rapport with the person, you
• 33:42
  haven't felt the person out. You don't know who they are.
• 33:44
  You haven't been able to gauge anything about the person.
• 33:47
  Your mouth will be shaking because you don't know whether
• 33:50
  6.5 is too expensive or quite frankly, you won't even know
• 33:53
  whether 6.5 is too cheap. By the way, that's happened to
• 33:57
  me before. I've lost the bid because I was
• 33:58
  too cheap. So it happens.
• 34:01
  So is that an emotional connection that will allow you
• 34:06
  to have a frank conversation? That's how you can be able to
• 34:08
  say things like, oh, look what's up.
• 34:10
  I get it. You don't understand more than
• 34:12
  so, so and so. But look, boss, to be honest.
• 34:14
  But you know what I mean, If you do it like this and like this,
• 34:17
  these are the ramifications. If you do it like that and like
• 34:19
  that, these are the ramifications.
• 34:20
  So, you know, it all depends on you either way.
• 34:23
  I have, I have each one available in my shop.
• 34:25
  So I would recommend B&C, whatever you insist, it must be
• 34:28
  a OK, no problem, Sir. So what?
• 34:32
  What do you decide or which are we going with?
• 34:35
  You can have that kind of frank conversation when you have
• 34:38
  established some form of emotional connection with the
• 34:41
  person. Until you establish some kind of
• 34:44
  emotional connection and rapport, if you try to talk to
• 34:48
  frank too straight, you will come across as rude or as proud
• 34:53
  and say, look, who is this small boy?
• 34:54
  He's carrying shoulder up because of, because of what?
• 34:58
  Or who is this small girl because she's schooled in
• 35:00
  London, She's talking through her nose because of what?
• 35:05
  So This is why we need to establish an emotional
• 35:06
  connection, build some rapport. It is what will allow us to be
• 35:10
  frank and talk straight, and then they will listen to.
• 35:13
  Oh, OK. Yeah, she actually has a point.
• 35:15
  Or, OK, that young man is actually saying something.
• 35:21
  OK. Oh, almost 40 minutes.
• 35:22
  So let me just bring this to a close.
• 35:24
  And besides, I have to get out of here soon.
• 35:25
  This is try 930. OK?
• 35:27
  I have to be leaving here soon. What's the final thing I would
• 35:32
  say? OK, warning, after you close the
• 35:35
  sale, please keep in touch once in a while.
• 35:38
  All right, We'll talk about that some more in future episodes.
• 35:41
  But you know, when you show up, you're a nice professional,
• 35:43
  you're smooth, you build emotional connection, everything
• 35:45
  you handle, you close the sale, you collect the money and then
• 35:49
  they never hear from you again. That causes problems in the
• 35:52
  future because remember we are going to go back to these people
• 35:56
  because we're hoping that they will buy again.
• 35:58
  If the person has bought car from us before, you know, Toyota
• 36:01
  Corolla 2025 version, we are hoping that in another three
• 36:05
  years they will come and buy 2028 version from us as well.
• 36:08
  So if we did not go and do a good job of keeping in touch
• 36:11
  after they gave us money in 2025, now want to come and sell
• 36:14
  them something in 2028, it will be somehow we have to keep in
• 36:18
  touch because we're looking for repeat business.
• 36:20
  Then there's also referral. If you designed the House of
• 36:24
  Madame Ogadingbay because you are an architect, you know,
• 36:28
  chances are Madame Organization are going to build another
• 36:31
  house, at least not anytime soon.
• 36:32
  But we are hoping that Madam Okie Dengue will be able to
• 36:35
  refer us to her classmates, to her friends, to her business
• 36:39
  associates so that we can design their own houses as well.
• 36:43
  So for the purpose of repeat business and referrals, please,
• 36:47
  after you close the sale, keep in touch.
• 36:50
  Don't just come in, be all smooth, be all fly, you know,
• 36:53
  close the deal, collect money, and then they don't hear from
• 36:56
  you again because a problem. So that's all for today folks.
• 37:01
  Remember if you'd love to connect with me, just call me,
• 37:03
  SMS me or WhatsApp me on 08064662140.
• 37:09
  Thank you very much for your time and attention.
• 37:11
  I'll catch you next time. Same place in your headphones or
• 37:14
  in your speakers.