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Old School, New Tricks: The Surprising Effectiveness of Physical Promotion · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. In today's episode, I'm just
• 0:05
  going to give you some more random thoughts.
• 0:07
  I'm really sorry about that. By the way, this will be the
• 0:09
  last one. This one is going to be random
• 0:10
  thoughts on a bunch of stuff that I have seen on my LinkedIn
• 0:15
  profile. So at first I was tempted to
• 0:19
  make a post about it because that's what I've been doing.
• 0:22
  You know, I see some stuff on LinkedIn.
• 0:24
  I don't think it makes sense. And so I make a post about it.
• 0:27
  But the problem with writing posts is that it takes a lot of
• 0:30
  time to write a good piece. So I've given up.
• 0:34
  I'm no longer going to be writing stuff on LinkedIn.
• 0:36
  I'll just see stuff that I think is interesting on LinkedIn or
• 0:39
  that I think is BS on LinkedIn, and then I'll just make a
• 0:41
  podcast episode about it instead.
• 0:45
  So. Oh yeah.
• 0:47
  So I'm going to be talking about three things specifically.
• 0:51
  One, there was a post from some influencer about using content
• 0:57
  calendars to grow your business. Then the Nigerian actor DME OO
• 1:04
  Carla Wong. Sorry, I know I didn't pronounce
• 1:08
  that name correctly, but if you watch Netflix, then you
• 1:11
  definitely know the guy. He's that guy in Nigerian
• 1:16
  Netflix movies that you know, Yoruba boy, Yoruba demon.
• 1:20
  He has a beard and he seems to be really good at beating women
• 1:24
  up in movies. Although I've told my wife that
• 1:27
  I think he should consider doing new roles before he gets
• 1:31
  typecast as the wife beater. But the way my wife looks at
• 1:34
  this is, is, you know, if this is the kind of thing that pays
• 1:37
  the bills, if this is what people are calling him to act,
• 1:39
  then why not collect the money? So anyway, so if you know DME
• 1:45
  one-on-one, please tell him to stop acting these movies where
• 1:47
  he's always beating women up. And he's surprisingly good at
• 1:52
  playing those kind of roles, you know, which makes me wonder
• 1:55
  anyway. So, yeah, that's the second
• 1:56
  post. Then the third is some online
• 1:59
  debate that I think is kind of academic.
• 2:01
  I'm going to comment on it anyway.
• 2:03
  It's about whether we should be dividing our business into
• 2:07
  business to business, business to consumer, or human to human.
• 2:10
  For those of you who are listening to the show for the
• 2:13
  first time, you're not familiar with those terms, don't worry,
• 2:15
  I'm going to explain it. And yeah, so those are the three
• 2:19
  issues that I'm going to look at today.
• 2:21
  So on to the first post. OK, Yeah, So some influence on
• 2:27
  LinkedIn basically is saying that you should have a content
• 2:31
  calendar. And yes, I agree, you should
• 2:35
  have a content calendar if you're going to be creating
• 2:36
  stuff for LinkedIn, for Instagram, for YouTube or for
• 2:40
  whatever. Because the problem with waking
• 2:44
  up and trying to come up with content for your social media
• 2:48
  every single day is you're going to reach burnout very quickly
• 2:53
  because creativity, it's a very taxing exercise mentally.
• 2:59
  So this single thing, I'm waking up today, I'm thinking, what
• 3:01
  should I post? You wake up tomorrow, what
• 3:03
  should I post? You wake up the next day, what
• 3:04
  should I post? It's going to be very, very
• 3:06
  taxing. And that is the quickest way to
• 3:08
  burn out. But if you decide, let's say on
• 3:11
  the 1st of January that I'm going to talk about 30 topics
• 3:15
  for this month. And these are the topics you
• 3:17
  write everything out. Then it's a whole lot easier to
• 3:20
  just wake up on January 2nd and then look at the list and say,
• 3:23
  oh, OK #2 that's what I'm talking about.
• 3:26
  And then you talk about #2 or take pictures about #2 or record
• 3:33
  podcasts about number 20. By the way, I just realized that
• 3:36
  that sounds off. I don't mean #2 like #2 that's
• 3:40
  for those of you who have a potty sense of humour.
• 3:42
  So my bottom line is, yes, you should have come up with a
• 3:45
  content calendar because it will help you create content easily.
• 3:49
  You won't be tired and you'll also have energy leftover to
• 3:52
  chase your customers everyday or to respond to sales calls.
• 3:55
  Because if you spend the whole day creating content, you're
• 3:59
  tired and the deal comes up. What do you think?
• 4:02
  Let me rest small before I start attending to customers.
• 4:05
  It's going to hurt your business overall in the long term.
• 4:09
  So everyone should come up with a content calendar.
• 4:12
  And yes, excuse me, especially now in the age of social media,
• 4:18
  a content calendar, to some extent, there's some people who
• 4:21
  will argue and I kind of agree because I know someone who has
• 4:25
  achieved senior advocate status that is that's the the pinnacle
• 4:31
  of success in the legal profession.
• 4:32
  And this fellow is this fellow is not even active on WhatsApp,
• 4:37
  if I can put it that way. As per send him message on
• 4:41
  WhatsApp, he's not going to respond.
• 4:42
  But this guy has a multi million naira practice and he has built
• 4:46
  business the old way and is not on social media.
• 4:49
  So yes, those of you who are going to say you don't need
• 4:52
  social media to blow, they're absolutely correct.
• 4:56
  But for the rest of us who use social media to promote our
• 4:59
  businesses, having a content calendar is important.
• 5:02
  And daily executing on it is important because with the
• 5:07
  amount of content that exists on the Internet now, producing
• 5:10
  something once a week is not going to cut it.
• 5:13
  So if you think that that one picture that you put every week
• 5:16
  is what is going to help you go viral or help you blow or help
• 5:20
  you build your business, you know you're just, you're just
• 5:22
  joking. One day a week is not going to
• 5:25
  cut it. Some of you don't have the power
• 5:28
  for every day, but in between there's a happy medium.
• 5:31
  Maybe you can aim for 2/3 times a week, but once a week is not
• 5:35
  going to cut it. So daily execution on the
• 5:40
  content calendar is necessary. Content just means media that
• 5:46
  you put up online, photos you put up online, texts that you
• 5:50
  put up online, audio that you put up online, infographics that
• 5:54
  you put up online, PDFs that you put up online, Whatever it is
• 5:57
  that you put up online, that's what we're going to call
• 5:59
  content. And the whole idea behind
• 6:02
  content is that you put up interesting stuff, it creates
• 6:05
  engagement, it creates interesting people, and that
• 6:08
  leads to you having conversations with possible
• 6:09
  buyers. So that's the whole idea.
• 6:12
  So don't put up contents just for content's sake.
• 6:16
  You're putting up stuff because you're trying to create
• 6:18
  engagement with people who are reading.
• 6:20
  You're trying to create interest from people who are reading or
• 6:23
  watching or viewing or downloading.
• 6:25
  And then from there you're hoping to have conversations
• 6:27
  with possible buyers. So that is what the lady said.
• 6:34
  Now, the problem with this approach is this.
• 6:37
  This whole process of creating engagement, creating interest,
• 6:40
  and screening our possible buyers requires a lot of time.
• 6:44
  So people who do this are probably disciples of Aida.
• 6:47
  That is Aida. And that just means that you're
• 6:51
  putting out stuff into the universe because you're trying
• 6:55
  to cultivate attention, interests, desire, and then
• 7:01
  action. So either, Aida, you're trying
• 7:04
  to create awareness for what it is that you do, create interest,
• 7:08
  create desire, and then move people to action.
• 7:12
  Now, the problem is when you're trying to do this, you have to
• 7:15
  do lots of relationship nurturing before an opportunity
• 7:18
  comes for you to make a presentation and to close the
• 7:21
  deal. Because people are not just
• 7:23
  going to see your post and think, oh, I'm interested.
• 7:25
  And then they'll ask what is your account number?
• 7:28
  So people have to see your post for a couple of times, get some
• 7:32
  awareness. Eventually they have to get
• 7:34
  interested, eventually have to build up some desire before you
• 7:37
  get them to take action. So that requires a lot of time.
• 7:40
  And not everybody is ready for the amount of time that is
• 7:45
  required to get these things to work, which is why I tell people
• 7:49
  that if you are thinking of a content marketing strategy to
• 7:52
  grow your business, you want to grow your business by creating a
• 7:55
  YouTube channel. This is the reason why I tell
• 7:57
  people that don't think you're going to open your YouTube
• 8:00
  channel today, January 1st, and then by next month, February
• 8:05
  14th, you, you are now a millionaire.
• 8:07
  It doesn't work that way. Your YouTube channel has to be
• 8:10
  alive for a while to run through this whole ADA thing.
• 8:13
  Create awareness about who you are, what it is that you do.
• 8:17
  Create interest in a couple of people.
• 8:19
  Eventually some folks start to desire you and then they take
• 8:21
  action and then they pick up the phone.
• 8:23
  That doesn't happen in in two weeks.
• 8:24
  It doesn't happen in three weeks.
• 8:25
  It doesn't happen in four weeks. Depending on your product or
• 8:29
  service or the industry, it might not even happen in six
• 8:32
  months. So not everybody has six months
• 8:36
  to be waiting that you're putting out content and you're
• 8:38
  wondering when is this thing going to grow sales?
• 8:41
  So the solution is this, come up with your content calendar and
• 8:45
  execute your calendar every single day.
• 8:47
  But then also come up with a daily prospecting list.
• 8:51
  A prospecting list is just a list of people that you have who
• 8:54
  might be interested in your product or service that you kind
• 8:57
  of have figured out. Real world, real life people
• 9:00
  that you can go to their office and knock on the door or pick up
• 9:03
  the phone and give them a phone call or invite them over to your
• 9:07
  studio or to your office. But have that list of people
• 9:10
  that you're going after every single day.
• 9:12
  Because if you do prospecting right, then you'll be talking to
• 9:16
  people who have gone past attention and who have gone past
• 9:20
  interest, people who are closer to desire and who are closer to
• 9:25
  action. These people will give you
• 9:27
  better opportunities for closed deals in the short time frame.
• 9:32
  So continue to create your content, but if you don't have
• 9:36
  two months, six months, one year to be wasting time online, come
• 9:40
  up with a prospecting list. People that you will be calling
• 9:43
  everyday, going to the office everyday, or trying to get them
• 9:47
  to come to your own office, to your own house, to your own
• 9:49
  studio, to your own factory, to your own whatever.
• 9:52
  And that is how you can make this thing work.
• 9:54
  So that's just my comment on that.
• 9:57
  Content is not the Holy Grail. Content is not going to make you
• 9:59
  blow overnight. Content is a medium to long term
• 10:04
  strategy. Medium to long term, it depends
• 10:08
  on the context, but I haven't met anybody who said medium is 6
• 10:10
  months. Just so you guys know, in most
• 10:13
  context, 6 months is considered short term.
• 10:16
  So just know that whatever idea that you have that is built
• 10:18
  around content, realistically speaking, you're thinking maybe
• 10:22
  like one year before the thing will make you blue.
• 10:25
  Just realistically speaking, if you know somebody who did a
• 10:29
  content marketing strategy and the person blew in three weeks,
• 10:33
  then you know we, we give lure to God, we're happy for that
• 10:36
  person. But those results are not
• 10:38
  typical. In fact, if you show me that one
• 10:41
  person who has hammered like that, the chances are that is
• 10:44
  the only person you can show me precisely because those results
• 10:48
  are not typical. So I'm talking about typical
• 10:50
  here. Be prepared.
• 10:52
  If you're building off content, be prepared for medium to long
• 10:56
  term. So we're talking one year or
• 10:59
  more. If you need to pay bills in less
• 11:02
  than six months, less than one year.
• 11:04
  Make sure you have a daily prospecting list as well.
• 11:08
  If you want to know more about what prospecting is, just head
• 11:12
  over to YouTube because this podcast is also available on
• 11:15
  YouTube. Type in my name, Tavishima, type
• 11:18
  in prospecting, hit enter. Every single episode that I've
• 11:22
  done, over the 960 episodes that we now have available of the
• 11:26
  podcast, every episode that I've done that had anything to do
• 11:30
  with prospecting is going to be there.
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  Now take a pen and paper and listen to the episode.
• 11:35
  Write down two or three tips that you can practice
• 11:38
  immediately. And then tomorrow morning, 8:00
• 11:41
  AM, put those things into action.
• 11:42
  Start building up your prospecting list.
• 11:45
  Then also have your content calendar.
• 11:47
  That way you can keep producing content, you know, six months,
• 11:51
  one year, whatever. But at least there's money that
• 11:53
  is coming in that is helping you to pay the bills, provide for
• 11:59
  the family and by Sharma once in a while.
• 12:02
  So that's it on the content calendar.
• 12:04
  Content calendar, very, very good.
• 12:06
  But you also need to have a prospecting list that you're
• 12:10
  working through on a daily basis.
• 12:12
  OK, If daily is too much for you, I mean on a weekly basis,
• 12:16
  go and pick like 2-3 days a week, maybe Tuesday or Thursday
• 12:19
  or Monday, Wednesday, Friday where you have to be working on
• 12:22
  the prospecting list. Then next to Daemi or or Carl La
• 12:28
  Wong. Yeah, some, some of these Yoruba
• 12:32
  names are really, really hard. So like I said, he's an
• 12:34
  Hollywood guy and he has released a new movie and the
• 12:37
  movie is called 3 Working Days. And I saw on LinkedIn that my
• 12:41
  guy is doing some very brilliant physical promotion ideas.
• 12:44
  What he's been doing is he's been going around Lagos malls,
• 12:48
  of course, now Lagos boy. So he produced T-shirts and then
• 12:52
  he has a bunch of people with him.
• 12:54
  If I have some other videos at the back of the shirt, I noticed
• 12:56
  that he was a branded by AXA Mansard.
• 12:59
  I'm like that is the correct guy that not only is he doing this
• 13:02
  thing, he has collected money from AXA Mansard.
• 13:06
  So like he's promoting his movie and he has collected sponsorship
• 13:10
  to even promote his movie. I'm like correct guy.
• 13:12
  And I was very, very sharp. So he's going through Lagos
• 13:15
  malls, he's carrying placards on his head and the placards are
• 13:19
  basically promoting the movie. 3 working days and then in the
• 13:22
  process, as per Lagos boy, as per fine boy, as per you know
• 13:28
  every, every female fans are meeting him and they're taking
• 13:32
  selfies and you know, stuff like that.
• 13:34
  I'm like this guy is brilliant because the placard is there
• 13:40
  that says 3 working days, the T-shirts that he and his crew
• 13:42
  have printed is bold there three working days, the name of the
• 13:46
  movie and then babes are trying to take selfie with him.
• 13:49
  Anyhow, anyhow, anyhow, and of course, the shirt is going to be
• 13:52
  showing in no selfies. Think of the kind of organic
• 13:55
  marketing that this guy is generating for the film.
• 13:58
  And I saw it. I'm like, dear me, that you try,
• 14:01
  you try, that you go school. Nice one.
• 14:04
  So yeah, that's why I just wanted to talk about today that
• 14:09
  sometimes you sit down, think about it, and you can come up
• 14:13
  with good promotion ideas to grow your sales, especially in
• 14:17
  this guy's. So excuse me.
• 14:20
  Especially in his case where he's only going to promote
• 14:23
  ticket sales, but he's given an opportunity for people to
• 14:27
  interact with fans. Sorry.
• 14:28
  One moment. OK, Sorry about that.
• 14:32
  I'm back. My throat was acting up again.
• 14:35
  And yeah, I really should try out that ginger and honey and
• 14:39
  warm water remedy. So what was I OK?
• 14:44
  Damn. Yes, physical promotion, yeah, I
• 14:49
  think that's where I was. So we can come up with ideas
• 14:52
  about how to promote our hustle, promote our business.
• 14:58
  We don't always have to think that everything has to be done
• 15:00
  online. This whole thing of doing things
• 15:02
  offline, doing things in the real world also works, which
• 15:05
  also ties into what I was talking about when it comes to
• 15:07
  content calendar. So not every time online,
• 15:10
  online, online, there's real world, real life stuff that we
• 15:13
  can do. Prospecting list, pick up the
• 15:16
  phone, call somebody, go to the office, Uncle, So, so, so will
• 15:20
  you be around in church for evening service?
• 15:22
  OK, after evening service, I beg.
• 15:24
  There's something I want to discuss with you that is also
• 15:26
  prospecting as well. So in the Emmys case, physical
• 15:29
  promotion is going around malls in Lagos, doing the placard,
• 15:34
  sharing it on his social media. Babes want to take selfie with
• 15:37
  him. In fact, there was one, this
• 15:40
  one, they caught it on video and he's wicked.
• 15:42
  They shouldn't have done it because he's there, he's
• 15:45
  kneeling down holding up the placard, and then a babe and her
• 15:49
  boyfriend to come out of the same cinema.
• 15:51
  And then the babe recognizes like, ah, he's there, me.
• 15:54
  And then she leaves her boyfriend.
• 15:55
  And then she's fine yelling and hugging and everything.
• 15:57
  And you see that the boyfriend was just angry.
• 15:59
  The guy just squeezed his face like it's really mad.
• 16:02
  And I understand. I know that feeling like you're
• 16:06
  trying to trick your babe and then you now come out and then
• 16:09
  your baby is just, you know, lost because the celebrity is
• 16:11
  there. So I know that feeling.
• 16:13
  That's happened to me too. But I won't give you guys my own
• 16:16
  story. That'll be a story for another
• 16:17
  day. So, yeah, think about it.
• 16:23
  All the old school things that our teachers used to tell us in
• 16:25
  the old days in business studies, in secondary school
• 16:29
  about, you know, what do you call it again?
• 16:31
  Is it place, price, promotion? Something, something, something,
• 16:34
  you know, the old school way of doing things, They still work.
• 16:37
  So you can come up with physical promotion opportunities to grow
• 16:42
  your sales. So think about it, if you're
• 16:44
  lost for ideas whenever you're on social media, it's not just
• 16:50
  following all these stupid debates online, but you can also
• 16:52
  see somebody do something like you know what DME did and you're
• 16:55
  like, OK, this is an interesting tactic.
• 16:57
  I wonder how I can use that for my own business.
• 17:01
  Now the final thing that I'm going to rant about now is this
• 17:07
  online debate. Someone, a communications
• 17:10
  professional, put up a post about which is better B to BB to
• 17:14
  C or H to H. Now this is what these these
• 17:18
  terms mean. B to P just means business to
• 17:22
  business. So that just means someone like
• 17:25
  me. I have my hustle, I'm a business
• 17:28
  person and then I'm trying to sell my business services to
• 17:32
  another business or to an enterprise.
• 17:34
  So the documentary that I've been talking about that I told
• 17:37
  you guys about, the one that I'm preparing a quote for, for the
• 17:39
  British Council on the documentary is going to be on
• 17:45
  sustainable business. That's what the documentary is
• 17:47
  about. So for that one, now it is me, a
• 17:50
  business person talking to another business, the British
• 17:54
  Council, and I'm trying to get some money from them that is B
• 17:57
  to B. Or somebody comes up with a
• 18:01
  fintech idea and he's trying to sell that fintech idea to Zenith
• 18:04
  Bank. That is B to B startup come up
• 18:08
  with an idea, he's trying to sell it to another business, to
• 18:10
  another enterprise that is B to B.
• 18:12
  Now this is what B to C means. B to C is business to consumer.
• 18:16
  That is where me or you listening to the show, business
• 18:20
  person, business owner, entrepreneur comes up with an
• 18:22
  idea and then we try and sell direct to the end consumer or to
• 18:28
  individual households. So today on my way back from
• 18:33
  dropping the kids, I remember that OK, soap has almost
• 18:35
  finished. Let me go and buy soap for the
• 18:37
  washing machine or else when I'm going to wash the children's
• 18:40
  school tomorrow. School uniforms and then they
• 18:43
  show up smelling to school. Quite frankly, I don't think
• 18:46
  it's such a big deal. The children show up to school
• 18:49
  smelling for one day. I mean, it's only one day.
• 18:51
  So what's the big deal? After all, you know, we all went
• 18:55
  through it. You know, there's that day when
• 18:58
  I came back from school. Then I was in primary school.
• 19:02
  Then my aunt used to wash my uniform and my auntie had just
• 19:04
  had it with with me. I just like, look, you're a
• 19:07
  dirty boy. You just destroy your clothes
• 19:10
  anyhow. So today I'm not washing your
• 19:11
  uniform. If you know how to wash it,
• 19:14
  good. If you don't know how to wash
• 19:15
  it, you're on your own. So I tried washing my underwear
• 19:18
  by myself. I couldn't get the stains out.
• 19:21
  I just said, man, what the hell? And I left it.
• 19:24
  And that's why I went to school the next day.
• 19:26
  Uniform dirty and smelly and sweaty.
• 19:28
  So, you know, it's happened to everyone.
• 19:29
  So it's not a big deal. But then again, my wife
• 19:32
  disagrees. You know, my wife says, you
• 19:34
  know, you grew up rough, you were a spoiled child, you were a
• 19:36
  rough child. So, you know, it doesn't have to
• 19:39
  end that way with my children. So we have to wash their screw
• 19:41
  uniform. Anyway, bottom line, what I'm
• 19:42
  saying is I want to go and buy soap.
• 19:44
  So let's say the soap was manufactured by who makes soap.
• 19:51
  OK, I don't know who makes soap, but let's just pretend that
• 19:53
  Dangote has a soap making factory.
• 19:55
  So Dangote soap making factory in the make soap.
• 19:58
  And then I buy the soap at the end of the day through a retail
• 20:01
  outlet that is business to consumer.
• 20:04
  Dangote has sold his soap to me. End user or I'm in business, I
• 20:09
  sell. Fufu.
• 20:13
  Yes, let's say I sell fufu and different kinds of soups or
• 20:16
  something like that. I'm I'm on Instagram and I'm
• 20:19
  trying to get business. And then maybe you see my
• 20:26
  Instagram handle. You're a busy woman.
• 20:27
  You want your family to be well fed, so you make soup by
• 20:30
  yourself. But then you want to order 50
• 20:32
  wraps of fufu from me so that your children can eat.
• 20:36
  Let's say you have teenagers and teenage boys, you can't really
• 20:39
  eat very well. If I remember when I was in uni
• 20:42
  where this day where somebody bet that I couldn't eat 15 wraps
• 20:46
  of fufu. And I was like, guy, I'll just
• 20:48
  take your money. And he didn't believe me, but he
• 20:51
  paid. So I ate my 15 wraps and and
• 20:54
  then I went and apparently I got a very bad reputation after
• 20:57
  that. Like you know, people are like,
• 20:59
  ah, that's our guy can eat 15 wraps of fufu.
• 21:01
  So let's say you have teenage boys that can really lamb tight.
• 21:04
  SO50 wraps of fufu that should last.
• 21:09
  OK, let's say you have one teenager, he eats 10 wraps
• 21:11
  everyday. So that's five days for the
• 21:12
  week. So you reach out to me, you buy
• 21:15
  the fufu for your family. That is business to consumer me.
• 21:21
  I sell fufu and soup through Instagram and WhatsApp.
• 21:24
  You and consumer, you want to make sure that your boys have
• 21:28
  enough fufu to eat for the week, and so you buy 50 raps of fufu.
• 21:32
  That is business to consumer. So there are some people online
• 21:37
  who get into needless and endless debates about whether
• 21:42
  business to business and business to consumer really
• 21:45
  exists. Excuse me Now they have a point,
• 21:49
  because what they're trying to say is that all forms of
• 21:52
  communication, what I'm trying to say is that all forms of
• 21:56
  communications are H to H, which is human to human.
• 22:01
  Because even if I'm talking to a business enterprise, like me
• 22:04
  talking to a British Council, I'm trying to collect their
• 22:06
  money last, Last, I'm talking to a human being.
• 22:09
  I'm not talking to a corporation because human beings are made-up
• 22:12
  of, sorry, the other way, corporations are made-up of
• 22:16
  human beings. So that's the way they reason
• 22:17
  it, that any which which are is human to human in a sense, yes,
• 22:23
  that is correct. It is human to human.
• 22:26
  And from a communication standpoint, yes, we have to
• 22:30
  realize that we're talking to human beings.
• 22:32
  And so when you're communicating, write and talk
• 22:36
  and text as if you're talking to a human being, don't text as if
• 22:39
  you're talking to a business. So the fact that I'm lasting
• 22:44
  with British Council staff doesn't mean in my emails I
• 22:48
  should say good morning, DME here to forth with pending said
• 22:55
  proposal submitted here to therefore, you know, none of
• 22:59
  that fancy language. I should be able to use direct
• 23:02
  language in e-mail to say, hey, DME, good morning.
• 23:05
  I sent you over the proposal yesterday.
• 23:07
  Have you had a look at it question mark and then send and
• 23:11
  keep it nice, keep it conversational.
• 23:13
  So yes, in that sense, people who are saying H to H, you're
• 23:16
  correct. Well, people who say H to H,
• 23:19
  they're missing one point. When it's business to business,
• 23:23
  the person is not spending their own money, but when is business
• 23:27
  to consumer, the person is spending their own money.
• 23:30
  And so the dynamic is different. So me now trying to collect
• 23:34
  money from British Council and let's say the staff I'm talking
• 23:37
  to, their name is Dami. If they write me a cheque for
• 23:42
  10M or 20M, I'm not saying, but by the way, if you know somebody
• 23:46
  who works in British Council who is an Olga there, please tell
• 23:49
  them the money that they pay us is terrible.
• 23:52
  You can't do anything with the money that they're paying us.
• 23:54
  Please, you should up the amounts that you're paying
• 23:56
  people that provide services to you.
• 23:58
  So if I collect 10 M for documentary, you know it won't
• 24:02
  be bad. If I collect 1020, you know it's
• 24:06
  not going to be bad. So if you know anybody who works
• 24:07
  in the British Council, please tell them.
• 24:10
  Let them increase their money. So what was I now let's say it's
• 24:16
  DM me that I'm talking to British Council staff.
• 24:19
  DME is not going to pay that 10 M from his own pocket.
• 24:23
  And so because of that, the dynamic is different and DME is
• 24:26
  concerned about different stuff. But then if it's business to
• 24:29
  consumer and I'm trying to collect big money from somebody
• 24:32
  10 M, it's different, it is his own money.
• 24:35
  So the risk profile is different, considerations are
• 24:38
  different and that's what influences how it is that we
• 24:41
  sell. So even though we're talking to
• 24:43
  humans, no matter which way, we still have to look at the
• 24:47
  dynamics differently. Because when I'm selling
• 24:50
  business to business, I'm not trying to collect money directly
• 24:54
  from somebody. The person is concerned about
• 24:55
  different things. When I'm selling business to
• 24:58
  consumer, I'm trying to collect money from someone directly.
• 25:01
  So the person is concerned about other things.
• 25:04
  And then that determines how it is that we sell.
• 25:06
  There is a real difference whether it is B to B or B to C,
• 25:11
  because when we're selling business to consumer, price
• 25:15
  becomes a very important factor. Because if I'm trying to collect
• 25:18
  10 M from someone, let's say the person wants me to design
• 25:23
  furniture for them. Maybe design, sorry, not design.
• 25:27
  Let's say I'm a Carpenter and the person wants me to
• 25:29
  manufacture chairs for the living room and maybe beds.
• 25:35
  Yeah, there's a person has a three bedroom house and he wants
• 25:39
  me to design beds for every everything and furniture for the
• 25:42
  living room. I'm trying to collect 10M.
• 25:47
  Price becomes a significant factor because the guy is
• 25:50
  squeezing 10 M out of his own wallet, so it's a big deal.
• 25:54
  However, if I'm trying to sell to British Council and I'm
• 25:57
  trying to collect 10 M from DME, who by the way, DME doesn't work
• 26:02
  in British Council, I'm just using another name.
• 26:04
  So when I collect 10 M from DME, that 10 M is not coming from his
• 26:08
  own pocket, is not coming from his own salary.
• 26:10
  So the level of risk for him now is career advancement or career
• 26:15
  progression. Because if he messes up and I do
• 26:17
  rob his job, the money won't come from his salary, but it
• 26:22
  just means he will now be charged with less
• 26:24
  responsibility. And when the time comes for
• 26:26
  promotions, they will not consider DME for promotion
• 26:30
  because he has lost money before.
• 26:32
  So the dynamic is different whether you're selling to a
• 26:36
  person who is going to pay from their own pocket or whether
• 26:39
  you're selling to someone who is going to pay out of the
• 26:42
  resources of company. The dynamics are different.
• 26:45
  So yes, ultimately we're talking to humans, but we still have to
• 26:48
  keep this whole thing of business to business and
• 26:50
  business to consumer. You have to know, is it one
• 26:53
  person I'm collecting money from his pocket directly, or is it
• 26:57
  one person who is going to pay but is going to pay from company
• 26:59
  money? The dynamic is different.
• 27:01
  The way I'm going to approach price is different.
• 27:03
  The way I'm going to approach risk is different.
• 27:06
  The way I'm going to approach all kinds of things is
• 27:07
  different. So B to BB to C, please.
• 27:11
  It makes sense. All of you running around saying
• 27:13
  HDH, you mean well, but this is an unnecessarily academic
• 27:18
  debate. And so the lesson for you guys
• 27:20
  listening to the episode today is this, stop wasting time
• 27:24
  following people online, people who are engaging in all these
• 27:28
  academic debates up and down, especially when they don't know
• 27:30
  what it is that they're talking about.
• 27:32
  So this whole thing of B to BB to CHTH, you know, all this is
• 27:36
  unnecessarily academic. The division is important.
• 27:41
  Whether you're selling to a company or whether you're
• 27:42
  selling to an individual, The dynamic is different.
• 27:45
  Is it a simple sale? Is it a complex sale?
• 27:48
  How many partners are involved in making the decision?
• 27:51
  What is the price of the thing? What are the prospects for
• 27:54
  maintaining a relationship? Is it a simple or a complex
• 27:57
  thing? There's plenty of questions that
• 27:58
  you have to ask and these distinctions are all important.
• 28:02
  So that's it for today's rambling episode, particularly
• 28:08
  for the Nollywood guy DME or or Kang Lao Wong.
• 28:12
  The surname is spelt OK AN LAWON so if you check out his LinkedIn
• 28:18
  you go on see the video and I still think it's a brilliant
• 28:24
  idea. I wonder how much you collected
• 28:25
  from Axel Mansard. I hope he collected millions
• 28:28
  because the T-shirts that you printed, I mean the T-shirts
• 28:32
  were all right but I doubt that he spent like 100K to produce 1
• 28:35
  T-shirt and then him and his crew, it looks like there may be
• 28:37
  like 10 of them. So if it is 100K per shirt and
• 28:43
  there's 10 people, that is one M then plus fuel driving to all
• 28:48
  the different malls then plus OK, you have to buy chops for
• 28:52
  everybody, maybe even go out for drinks when you're done.
• 28:56
  So if you collected like 10M20M from Axel Mansard, I think I
• 29:00
  think that'll be good. So just go have a look at the
• 29:02
  video and when you're browsing social media, be paying
• 29:06
  attention to these sorts of things, how other people
• 29:09
  increasing sales, how other people promoting their
• 29:11
  businesses. That's a much more fruitful way
• 29:13
  to spend your time online. So that's all for today's show.
• 29:17
  Thank you very much for your time and attention.
• 29:19
  Please connect with me for insights or questions.
• 29:22
  I'm available on WhatsApp. The phone number is 08064662140
• 29:29
  and the country code is +234. Then I'm also available on
• 29:32
  LinkedIn the name to look for establish him at Aede.
• 29:35
  Just look at the link. We're listening to this episode.
• 29:37
  You see my name there, Highlight, copy, paste and you
• 29:40
  see my profile. Just connect and we'll take it
• 29:44
  from there. So thanks for your time and
• 29:46
  attention. I'll catch you guys in the next
• 29:47
  episode.