Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Beauty Beyond Borders: Scaling Your Brand from Nigeria to the Global Stage

Transcript

Beauty Beyond Borders: Scaling Your Brand from Nigeria to the Global Stage · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Before we begin, apologies for
• 0:05
  the noise in the background today.
• 0:08
  The question that we're going to tackle is how one can go about
• 0:12
  scaling your business beyond Nigeria and we're going to be
• 0:16
  looking at this primarily from the angle of those people who
• 0:20
  have product based businesses. Now, the reason why I'm going
• 0:24
  over this question today is because this is one of those
• 0:26
  questions that I was giving that I wouldn't say I was stumped.
• 0:32
  But once in a while during a training, I receive a question
• 0:36
  that goes a little bit beyond my area of expertise.
• 0:40
  And this is one of those questions.
• 0:42
  But still, nevertheless, I'd like to tackle it over here
• 0:47
  while we share how I tackled it when the question came up live
• 0:51
  in one of my trainings so that some of you who are facing those
• 0:57
  sorts of challenges can get the benefit of my insight from a
• 1:02
  sales and business development perspective.
• 1:04
  Now, this is a question that I was asked by a lady in a live
• 1:10
  training at Avon, Avon Business Incubator.
• 1:16
  Yeah, Avon Business Incubator. So in Abuja we have a bunch of
• 1:20
  incubators, tech clubs, you know, those sorts of places.
• 1:23
  And I do some work for these sorts of institutions every now
• 1:26
  and now and then. And this is the sort of question
• 1:29
  that I was received, how do you go about scaling your business
• 1:32
  beyond Nigeria if you have a product business?
• 1:35
  Now, a couple of things to note. When people are talking about
• 1:38
  scaling a business, typically that means that they already
• 1:41
  have some sort of activity on ground.
• 1:43
  So they have validated the business idea.
• 1:45
  They have a bunch of customers, it looks like things are going
• 1:47
  good. And so they think they can
• 1:50
  expand the business, whether it's Togo, what else, Ghana, UK,
• 1:57
  America, whatever. There are people who scale
• 2:01
  beyond the shores of Nigeria. So it is a yeah, it's a relevant
• 2:05
  question. So like I said, the lady who
• 2:07
  asked me this question was in the beauty space.
• 2:11
  And like I pointed out, it's beyond my areas of expertise and
• 2:15
  it's kind of complicated anyway. That's relative to the sort of
• 2:18
  things that we discussed here on the podcast, because we notice
• 2:21
  over here on the podcast we talk about primarily personal selling
• 2:25
  and how that relates to business growth.
• 2:27
  Those are situations where you're communicating with
• 2:29
  someone one-on-one because you have a particular product you're
• 2:32
  trying to sell or an agenda that you're trying to move forward.
• 2:36
  So if you look at things from that angle, personal selling,
• 2:38
  sometimes sales strategy, then these sorts of topics, yeah,
• 2:42
  kind of becomes a little bit complicated.
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  Now my response is, First off, you have to understand the
• 2:48
  market. You have to do a bunch of
• 2:50
  research on the target market. You have to look at
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  demographics, since we're talking about the beauty
• 2:56
  products here, you know, makeup and things like that.
• 2:59
  You have to look at beauty trends and then the presence of
• 3:02
  competitors. And this was, to be honest, this
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  is one of those questions that made me a little what's the
• 3:09
  word? I'm not sure.
• 3:12
  No, not uncomfortable, iffy, because it's a question that I
• 3:18
  put out there and I wanted myself.
• 3:20
  Do we need a Nigerian makeup brand in the UK market when it
• 3:25
  is already a saturated UK market?
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  And you also have a bunch of people who are trying to sell
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  products that are targeted at women of African descent, you
• 3:36
  know? Yeah, women of African descent
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  who have dark skins. So I was wondering, do you
• 3:42
  really need to throw a Nigerian makeup brand into that mix?
• 3:45
  Because I think it's kind of saturated enough.
• 3:48
  But anyway, who am I to kill anybody's, anybody's dreams?
• 3:54
  So, but these are the sorts of things that you have to look at.
• 3:56
  You have to look at the target market.
• 3:58
  So if you already have things popping off here in Nigeria and
• 4:00
  you're thinking, let me expand to Ghana, to Togo, to Australia,
• 4:05
  to America, to the UK, in this case, the lady was thinking
• 4:08
  about the UK. You have to ask yourself all
• 4:11
  those sorts of questions. So if you're thinking maybe
• 4:14
  Australia, but you're thinking Sydney, and maybe Sydney is, I
• 4:18
  don't know, I'm just guessing. Let's just say Sydney.
• 4:22
  Should I be guessing? Let me just go ahead and guess
• 4:24
  anyway. Of course, you know, if I get it
• 4:26
  wrong, you know, no disrespect to my Australian listeners.
• 4:30
  So let's say Sydney is maybe 98% Caucasian, for instance.
• 4:36
  So these are the sort of things you're going to look at.
• 4:38
  If Sydney is 98% Caucasian, you have this beauty brand that is
• 4:41
  popping off here in Niger. Would it make sense that you
• 4:44
  should be looking at Sydney to expand to since it's mostly
• 4:47
  Caucasians that are there and you don't have Africans,
• 4:51
  immigrants, people of African descent, what are they called,
• 4:58
  indigenous folks, you know, all those sorts of things.
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  So those are the sorts of questions that you have to ask.
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  Then another reason why it's kind of complicated is because
• 5:07
  when you're talking about makeup, you're now in that space
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  where you have to start looking at regulations.
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  What are the regulations concerning the import and the
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  export of products like these because these sorts of things
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  are safety, safety concern. Now let us remove the LAX
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  enforcement environment that we have in Nigeria because the laws
• 5:30
  are there about what you can import and what you can import.
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  But you step into any shop and all the products are there all
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  kinds of creams, you know, whitening creams, you know,
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  based carrots, whitening creams, tomatoes, whitening creams based
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  on unlike all kinds of things out there in the market,
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  including things that are supposed to be illegal, you can,
• 5:52
  you can find it all if you, if you want it, you can find it.
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  But so if you remove Nigeria's LAX environment, I'm sure that
• 5:59
  if you try other countries, UK, Australia, you know, wherever,
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  you'll find that they're going to be real tough and stringent
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  regulations on what you can import and what you can import.
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  OK, well, beauty is not Myspace. So, well, let me just guess,
• 6:14
  maybe they have quinine in some of the products.
• 6:16
  OK, No, not quinine. Quinine, that's malaria.
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  Let's see, beauty products, creams, carotene, yes, carotene.
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  Carotene is in carrots, carotene is in tomatoes and in pauper.
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  And they can be used as a lightning agent.
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  So I'm sure that in, let's say America, for instance, or in the
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  UK, they have strict requirements of, yes, you can
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  make whatever face cream you want, but you can put, you know,
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  this percent of carotene beyond a certain, you know, per
• 6:45
  milligram or something. So all those things are, are
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  there and you have to do the research on what the import and
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  export regulations are. Make sure that you comply before
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  you start running a bunch of stuff because you don't need to
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  be that it's popping off in Nigeria.
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  You think it's a good thing, you say we can run it now.
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  Then you say you try to branch out to the UK and then you find
• 7:05
  out that you run foul of a couple of laws and you know,
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  before you know it, it's police baby and all that.
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  Then, OK, now you also have to look at what your export
• 7:17
  strategy is going to be. And typically, no surprise,
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  since my error of specialty is personal sales, these sorts of
• 7:24
  things are always default to direct sales.
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  It's kind of like my default. So I would say go to
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  international trade shows and beauty Expos, whether they're
• 7:32
  all being hosted in Lagos, you know, maybe you travel, you go
• 7:35
  and see your auntie in, in, in Toronto or whatever.
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  You know, attend shows and go around, meet people, show your
• 7:44
  product, talk to a bunch of people you might be aware of
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  validating whether you have a business idea in these sorts of
• 7:51
  markets. You might get to meet other
• 7:54
  stakeholders, start growing your networks.
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  These are places where you might find possible distribution
• 7:59
  partners. So for someone who is thinking
• 8:01
  of getting into this sort of business, you know, expanding,
• 8:05
  growing beyond Nigeria, the shores of Niger, this is not a
• 8:08
  bad way to go about it and do research.
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  So it's kind of my default to, you know, this whole one-on-one
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  direct contacts, you know, body contacts.
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  That's, that's my, that's my default basically.
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  So doing direct sales will not be a bad way of building up your
• 8:24
  export strategy. That's from an, an emergency
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  standpoint, you know, talking to people, trying to figuring out
• 8:30
  what is there. And that will help you to
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  develop your sales strategy. Then of course, there's also
• 8:35
  establishing an online presence, which is part of what the lady
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  was contemplating. That's apart from exports and
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  yeah, apart from export, those whole thing of having an online
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  presence and then working our fulfilment.
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  So there are different kinds of platforms that you can with
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  international shipping options that you can put your stuff on.
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  So you know, Amazon, Etsy. OK, forgive me, I should have
• 9:00
  done some research to see, you know, to what extent Etsy is
• 9:04
  available in Nigeria and stuff like that.
• 9:06
  So I'm sure you guys can access Etsy, but yeah, I just haven't
• 9:10
  been able to figure out if you know, like all those people who
• 9:13
  do arts and crafts like in Abuja here, like all these people like
• 9:18
  baggy artisans, for instance. So if you get authentic baggy
• 9:21
  art, I'm sure you can put it on Etsy.
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  But I'll need to do some research.
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  I can't remember what the question was just to figure out
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  how easy the whole thing is setting up your Etsy store, How
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  you going to handle the the what's it called?
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  Fulfillment. So the person has paid how you
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  going to ship, you know all that back end stuff.
• 9:43
  So I should make a note of that and still do that research so
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  that next time we're talking about online platforms, I can
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  give you guys a much more educated response on that then.
• 9:56
  OK. There's also indirect sales.
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  That's why you partner with international distributors or
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  wholesalers that are familiar with that target market.
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  You know, that is the reason why I say these sorts of things, you
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  know, direct body contact, going to international trade fair,
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  things like that. You know, that's why that's why
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  it's important because all the people that are going to be
• 10:15
  doing the intern indirect sales with, you know, these are the
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  ways that you might meet those people to say you're going to
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  stay here in your room or in your office and do a Google
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  search and then come up with a bunch of international
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  distributors and it can work. But if you can, if you can
• 10:36
  afford to go and do somebody contact and show up in new
• 10:38
  shows, I, I would recommend that.
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  That's how you'd find partners, international distributors and
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  wholesalers. Then let's see what else.
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  OK. There's also the matter of
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  logistics and fulfilment. Shipping is going to be really
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  important. You have to choose reliable
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  shipping partners with international, with experience
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  in international deliveries and customs clearance and all those
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  sorts of things. Now this is something I can
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  speak to first hand because of me and my brother trying to do
• 11:09
  to export charcoal and agricultural commodities.
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  So this is something we have faced first hand.
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  You don't pick the right partners and you know, you start
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  losing, you start losing money on the trade from day one.
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  So let's say trucking companies, you pick a trucking company,
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  well, for the sale of charcoal anyway.
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  You pick a trucking company that's unreliable and they don't
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  show up on time. So your charcoal stays in the
• 11:31
  field for too long. Moisture content starts climbing
• 11:34
  depending on which season it is. And then because of that, they
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  drive late, you miss your shipment, you know, on and on
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  and on and on. And that's how you start losing
• 11:44
  profits in these sorts of things.
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  So logistics fulfillments, you're going to have to lock
• 11:50
  those things down. Your partners have to be
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  reliable. You need people with experience.
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  International deliveries. Yeah, like I said, customs,
• 12:00
  customs clearance, because it also is a nightmare where you
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  deal with people, your stuff gets to customs and anything
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  just hangs and people don't know how to move the thing forward.
• 12:09
  As a wedding photographer, I faced that once because I had
• 12:12
  stuff that was being made in Salt Lake City, in, in America.
• 12:15
  Some, some frames. No, not frames.
• 12:19
  Well, they could make frames, but it was customized Usbs,
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  customized flashes. That was with photos of the
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  couple on it. And the books got in OK.
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  But then that was the time that Nigerian Customs went on strike.
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  And, you know, I'm here in Abuja and the bird is expecting her
• 12:37
  stuff. She really loves the album.
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  But then Customs goes on strike and I'm like, what kind of
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  rubbish is this? And of course, at the time I
• 12:44
  didn't have anybody in Lagos. But luckily the bird was like,
• 12:46
  oh, no, it's on the news. We know it's Niger.
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  This sort of thing happened and I was like, wow, thank God she
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  was understanding. If not, could have been a
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  nightmare. So all these things happen.
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  Then inventory management also becomes a big issue here.
• 13:01
  If you're going to be expanding, even if it's just common Ghana
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  that you're expanding to, inventory management is a big
• 13:07
  deal. Inventory, I'll explain
• 13:10
  Inventory. OK, Inventory.
• 13:12
  The idea behind inventory management is I sell makeup.
• 13:16
  OK, in this case, let's stick to makeup.
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  I sell makeup. I'm doing pretty good.
• 13:21
  I sell 50,000 units of makeup in Nigeria, but then I'm thinking
• 13:28
  of expanding to Ghana. So how much stock should I
• 13:33
  prepare in Ghana or prepare for the Ghanaian market to make sure
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  that I still have enough to fulfill the orders in Nigeria?
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  And yeah, so that's the sort of thing anyway, inventory
• 13:45
  management, basically stock management.
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  How much raw material do I have to make the product that I need
• 13:50
  to sell here to sell over there, to sell everywhere?
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  So that's what inventory management is.
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  Am I keeping things too long on the shelf?
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  Because we keep things too long on the shelf, you are
• 13:59
  effectively losing money because you're keeping capital tied up
• 14:03
  that is not doing anything. Now you can see how I say when I
• 14:07
  receive some of these questions, I'm a little bit stumped because
• 14:10
  I'm a I'm a layman. So inventory management, yeah, I
• 14:13
  can tell you what inventory management is, but that's not my
• 14:15
  area of speciality. So if you call me in and you say
• 14:17
  I should do inventory management for you, you know, verily,
• 14:20
  verily, I say on TV your business shall flop.
• 14:24
  So, but these are the sorts of things that you should be paying
• 14:26
  attention to. Now when it comes to event tree
• 14:28
  management, all the things that we've been saying so far over
• 14:32
  here on the podcast about CRM solutions, customer relationship
• 14:36
  management solutions. You now been talking about how
• 14:38
  you can use an Excel sheet or your mobile phone as a
• 14:41
  substitute for ACRM. This kind of thinking is not
• 14:44
  going to work when it comes to inventory management.
• 14:47
  So to say you're going to be using your phone to be doing
• 14:50
  inventory management for shipments that are going out to
• 14:53
  Ghana and then you're still trying to manage your entry for
• 14:57
  your Lagos customers, it's going to be a stretch.
• 15:01
  You only need something a little bit much more sophisticated.
• 15:03
  What will you need? I don't know because I'm not an
• 15:05
  inventory management specialist, but if you're on this lady's
• 15:08
  particular situation, these are the sorts of things that you
• 15:10
  have to start Googling. You know, go to Google, research
• 15:14
  it, go to ChatGPT, research it, go to YouTube, watch a bunch of
• 15:19
  videos. At the very least, you will get
• 15:21
  much more educated so that when you have to start talking to
• 15:24
  other people who are good at inventory management, store
• 15:26
  management, castle management, all these sorts of things, you
• 15:29
  will know the right questions to ask.
• 15:31
  Now finally, here are some resources to consider.
• 15:36
  You guys can check out Smedan as a small and medium, no hold on
• 15:42
  small and medium Enterprises Development Authority of
• 15:46
  Nigeria, if I got the name correctly.
• 15:47
  So Smedan this, these are the sorts of things that they do,
• 15:51
  you know, so they want to promote small and medium
• 15:55
  enterprises in Nigeria. And of course, since a bunch of
• 15:59
  SM ES grow big here and then start trying to export stuff,
• 16:05
  even if it's just share butter to Ghana that they're exporting,
• 16:08
  you know, that is still international trade.
• 16:11
  So international trade is not the, is not the primary focus of
• 16:16
  Sweden, but since they're trying to promote small and medium
• 16:19
  skilled enterprises, you should be able to find useful resources
• 16:22
  there. Like, OK, I, I'm a Nigerian
• 16:25
  babe. This business is rocking.
• 16:26
  We're doing good in Lagos. Honestly, how we can stretch and
• 16:29
  enter Ghana or I found some people that I think might be
• 16:33
  good international distributors, let's say how we can stretch, we
• 16:36
  can enter UK or we can enter Canada.
• 16:39
  You know what resources are available, blah, blah, blah, all
• 16:42
  those sorts of things. I've found that, well, some of
• 16:46
  these median staff that I've come across anyway, not just in
• 16:50
  person, but then also some of the officials that I see on TV,
• 16:53
  It looks like these are the kind of things that they like because
• 16:56
  if they provide support, the whole thing does well.
• 16:58
  These are the kind of what are they called, you know, like
• 17:01
  features that they like to do on channels, TV and NT and
• 17:04
  everything to show that oh, Smidan is working because these
• 17:06
  are people that we've promoted and this is the assistance that
• 17:08
  we've lent and stuff like that. Then for those of you thinking
• 17:12
  of doing trade on the African continent, the AF was one of
• 17:18
  these convoluting things. AFCTCA or something, basically
• 17:21
  the African Free Trade Continental Treaty and something
• 17:25
  something just Google the African free trade Continental
• 17:30
  Treaty and the the ACT will come up.
• 17:33
  You can find some resources there lots of provisions around
• 17:38
  how to do trades not just in goods, but also in services
• 17:42
  across the African continent. In fact, one of my students in
• 17:47
  quote, well, not really my student because actually she was
• 17:49
  my classmate a very long time ago.
• 17:53
  And then she sees that me to podcasting.
• 17:55
  She's a specialist in the in the African Free Trade Continental
• 17:59
  Treaty. She wants to start the podcast
• 18:00
  on on the subject. We had a conversation about it.
• 18:03
  I put her through and our podcast is doing very well.
• 18:05
  So they are specialists in the AFCT.
• 18:08
  Something, something a by the way, those of you who are in
• 18:12
  that field, the next time you guys have a meeting at the
• 18:15
  African Union or whatever it is, can you guys propose a simpler
• 18:18
  name? Because for those of you who are
• 18:20
  specialists, yes, you guys know it all the time.
• 18:22
  And every time I say it, somebody corrects me that no,
• 18:24
  it's not a FCTC and they say the correct thing.
• 18:27
  But The thing is, for we average folk, everyday folk, for people
• 18:30
  like me, I like Mom C and you know, my friends who are not
• 18:36
  specialists in these sorts of things, it's a mouthful.
• 18:38
  You guys, please change your name.
• 18:40
  Then there's also Nexim, I think that's the Nigerian Export
• 18:46
  Import Bank or something. Forgive me, I'm running on
• 18:49
  freestyle, I should not be, but these are some of the resources
• 18:53
  that are out there. I think I've seen them at a few
• 18:55
  events and I think we studied them back in school.
• 18:58
  So next thing, something you guys can look at.
• 19:01
  Then there's also BOY Bank of Industry.
• 19:05
  So Bank of Industry is not Bank of Industry, they're not export
• 19:11
  is not their thing, you know like Smedan.
• 19:13
  But like I said, since they tried to support, support
• 19:18
  Nigerian, what's that word Nigerian enterprise.
• 19:21
  And since they do lots of public education programs on channels
• 19:26
  TV, I've seen them on NTAI think there's even one of them that is
• 19:29
  on AIT. They like success stories, you
• 19:34
  know, to show we are working, we're working, we're working.
• 19:37
  So if your business is popping off and it looks like they can
• 19:41
  be helpful in terms of money or helpful resources or things like
• 19:44
  that, they like to get behind these sorts of things so that
• 19:47
  they can thumb their chest and promote, you know, great
• 19:53
  features on Public TV to show that, you know, Nigeria is
• 19:58
  working. So, yeah, so check, these are
• 20:01
  the sorts of things that you guys should be looking for or
• 20:04
  looking at and these are the sorts of specialist that you
• 20:07
  should be. Looking for if you have these
• 20:11
  sorts of questions. Anyway, that's the limit of what
• 20:15
  I can say. I guess you've seen that I
• 20:19
  mentioned some things that from a sales and business development
• 20:23
  perspective, you know the part where I was talking about and
• 20:26
  direct sales and then finding international distributors and
• 20:29
  stuff like that. So yes, I may have been able to
• 20:31
  say one or two helpful things, but this is actually something
• 20:34
  that is beyond my wheelhouse. But one useful tip, however,
• 20:38
  take advantage of whatever resources that people offer
• 20:43
  because at this event I gave my opinions just like I did here
• 20:49
  and I was willing to talk on other sales related aspects of
• 20:52
  her journey. If she would get in touch with
• 20:54
  me one-on-one, you know, so that we would, we would talk
• 20:59
  especially where the especially on the power.
• 21:01
  I was talking about trade fairs and then dealing with other
• 21:03
  stakeholders like distributors and things like that.
• 21:06
  So I made myself available, but the lady didn't call.
• 21:11
  Also there was somebody amongst the cohort, a classmate, same
• 21:16
  member of the session, who claimed to have useful resources
• 21:19
  and experience in these sorts of things.
• 21:20
  And I told the person, OK, that was good.
• 21:22
  You know, you all should hook up.
• 21:23
  So Madam, why don't you call this guy?
• 21:28
  So between talking to him, talking to me, you might get one
• 21:32
  or two ideas. So I was in touch with the other
• 21:33
  guy later on because me and him, we had some some runs that we
• 21:37
  had to follow up on and the lady was not in this was not in
• 21:40
  touch. So if you are in this situation
• 21:44
  where you're trying to solve this sort of business problem or
• 21:46
  any sort of business problem and you meet two or three people who
• 21:49
  say they can help, take the phone call, take the meeting.
• 21:54
  Then if the meeting is productive or unproductive, then
• 21:57
  you can either qualify the person and spend more time or
• 22:00
  disqualify the person and throw away the person's phone number,
• 22:04
  you know, depending on how productive or unproductive the
• 22:06
  meeting was. But still take whatever
• 22:09
  resources that you can find, take whatever helping hand that
• 22:14
  you can get. Because it was not just this
• 22:17
  young lady, but there are other people that I've come across and
• 22:21
  I find it quite strange anyway that you go, you attend these
• 22:23
  sorts of things, you say that this is problem, there's some
• 22:27
  excitement, people are willing to help, and then you don't
• 22:29
  follow up on anybody who offered a hand.
• 22:31
  So you're in this situation, The people offer a hand, take it If
• 22:38
  it's useful, continue. If it's not useful, delete the
• 22:41
  person's number. Because yes, it's possible that,
• 22:43
  you know, there might be young men there who want to collect
• 22:45
  your phone number just because you're a fine babe and you're
• 22:48
  sharp. So they think, OK, if I marry
• 22:49
  this one, I'll marry into wealth.
• 22:51
  So anyway, that's all for today. Please connect with me on
• 22:55
  WhatsApp, phone number 08064662140.
• 23:00
  The country code is +234. Also connect with me on
• 23:04
  LinkedIn. My name is Tavishima Ayede, I'm
• 23:06
  the host of the show. You can confirm the spelling of
• 23:08
  my name and e-mail address from the link.
• 23:10
  We're currently listening to this episode, so thank you very
• 23:13
  much for your time and attention.
• 23:14
  I'll catch you guys at the next episode.