Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Stop Interrupting, Start Engaging: Problem-Based Sales Strategies

Transcript

Stop Interrupting, Start Engaging: Problem-Based Sales Strategies · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Today's episode is an out and
• 0:03
  about episode, so we expect to hear some noise in the
• 0:05
  background, especially since there's some guy not far from me
• 0:08
  who is playing gospel music. So as you're listening to this
• 0:11
  podcast episode, if you can hear the gospel music, I hope that
• 0:14
  the music is going to minister to you and it's going to console
• 0:18
  you and open you up to God's blessings so that your business
• 0:22
  will flow much more smoothly. And actually, this is a good way
• 0:25
  to start of the day by listening to, you know, say your prayers,
• 0:27
  listening to some gospel music, and then try and get that money
• 0:30
  so that God will bless the work of your hands.
• 0:32
  So today's episode is not about gospel music and it's not about
• 0:37
  God, but it's about how to use problem based openers to market
• 0:42
  your business. Now, the reason why I'm talking
• 0:45
  about problem based openers is this.
• 0:47
  Now, for those of you who think that that sounds like big
• 0:49
  grammar, just hang in there. You'll see that this is quite
• 0:51
  simple is because, well, First off, I've mentioned it in the in
• 0:56
  a couple of episodes, maybe like the last four or five episodes
• 0:59
  in the last week. And I don't think I have defined
• 1:02
  what a problem based opener is so far.
• 1:05
  Now a problem based opener is this that when you're having
• 1:09
  conversations with people, OK, let me take a step back.
• 1:14
  There are lots of people who in fact, too many people are trying
• 1:17
  to start business conversations, trying to start sales
• 1:20
  conversations, trying to start marketing conversations and are
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  doing it the wrong way because recently a real estate marketer
• 1:29
  worked up to me and this is not her real name.
• 1:31
  Anyway. So a real estate marketer walked
• 1:33
  up to you and she said, hello, my name is Funko here by me.
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  I work for blah, blah, blah, blah, blah.
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  I just looked at the flyer and I told her, oh, sorry, I'm not
• 1:39
  interested. And she said OK Sir.
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  And then she left. Now, there are a lot of you who
• 1:44
  are trying to start business conversations, trying to start
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  sales conversations, trying to start marketing conversations.
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  And this is how you guys are going about it.
• 1:51
  You walk up to someone and you say, hello, my name is Abubakar
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  Oyetunji, and I work for this. And, you know, people just glaze
• 2:03
  over. Now, the problem with this
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  approach is, number 1, you have an interruption.
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  The person is doing something else.
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  You're interrupting for me. I was trying to get some work
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  done in the car because what I do is I take my keyboard with me
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  all the time. I do all my work from my phone.
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  So sometimes I'm in between one or two things.
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  And I'm like, OK, I have maybe like 10 minutes.
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  Let me just park here. And then Sharp.
• 2:25
  Sharp, you know, respond to this e-mail, maybe write this
• 2:27
  proposal. I'll call this person.
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  That kind of thing. So I was in the middle of one of
• 2:32
  those prints when she walked up to me.
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  Hello. My name is Funko.
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  Yeah. About me.
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  I work for diseases. I So sorry.
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  I'm not interested. Now, the downside is you are not
• 2:39
  an interruption and nobody cares about you or your company name.
• 2:46
  So what we should do is we need to own that fact that yes,
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  you're an interruption and nobody cares about you.
• 2:53
  Acknowledge those facts and then learn to cut to the chase
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  because at least if you cut to the chase and if you get
• 3:01
  straight to the point and you find somebody who is interested
• 3:04
  in your UVP, that's your unique value proposition.
• 3:07
  Unique value proposition just means the reason why people do
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  business with you. You're happiest customers, why
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  do they work with you? If somebody's interested in your
• 3:15
  UVP, then just book a meeting so that you guys can talk later.
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  Then you'll have a greater chance of closing the sale
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  because like for real estate now that is a complex sale.
• 3:27
  There's no how you're going to close a real estate deal because
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  you came into a car park, you saw somebody sitting in his car
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  and you really think you're going to close a 10 million
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  naira, 50 million naira, 100 million naira, 200 million naira
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  deal just like that? No, no, it doesn't happen that
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  way. So when some of you are trying
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  to have these business conversations, these marketing
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  conversations, go first with a problem based opener that says
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  what your UVP is, your unique value proposition, the main
• 3:54
  reason why people do business with you.
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  If the person is interested, don't take up too much of their
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  time. Book a meeting so that you talk
• 4:01
  later. You go to their office, they
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  will come to your office, you do a phone call, you do a Zoom
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  call, you do a WhatsApp call, you do a whatever.
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  There are lots of options that we have nowadays, but either
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  ways show up, stay to your UVP in the form of a question, your
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  unique value proposition, the main reason why people do
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  business with you. Then try and book a meeting to
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  talk later. That is the only way you're
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  going to close a complex sale. If somebody's interested, good.
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  That is the way you go about it. If someone is not interested,
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  then you know, apologize and thank them for their time and
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  offer them a flyer. Give them the flyer and then
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  move on. By the way, this will be the
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  most all, I put it the least anyway, let me just leave a
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  chat. But that's just the main thing.
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  So that's how problem based openers work.
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  You're showing up to someone with a simple question around
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  your unique value proposition. The reason why people do
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  business with you. If the person is interested,
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  book a meeting so that you can talk later, because you can't
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  close the complex hill on the spot.
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  If somebody is not interested in fact, therefore that time,
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  apologise, drop your flyer and then you move on.
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  So now let's let's flesh it out with an example for Funky or
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  Yebami so you don't walk up and say hello, my name is Funky or
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  Yebami and I work for Toyota Incorporations Limited XYZ and
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  then you're not here, sorry, I'm not interested.
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  Or the person just glazes over like they're not listening to
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  you. Instead walk up to the person.
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  I say good morning Sir. Have you thought of wanting your
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  own home before and then you keep quiet and hear what the
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  person has to say. Now, most people who buy real
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  estate in my own opinion, shark, I'm not a real estate
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  professional, but I think most people who buy real estate will
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  either buy it for two reasons. Number one, they want to have
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  their own house. You know, this is the whole, you
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  know, this is Nigeria thing. Like I have my house.
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  So don't either own their own house or don't want to use the
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  land or use the building to make money.
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  So if you're a real estate professional please let me know
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  in the comments or you know, hook up with me later.
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  In my own opinion, those are the main reason why people buy real
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  estate, either to own their own house or to use the land or the
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  house to make money. So your problem based opener
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  should be around those two. Woke up to someone.
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  Good morning Sir. Have you thought of owning your
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  own home before? Keep quiet and hear what the
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  person has to say. That will determine the way the
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  conversation will go. Some people will still say sorry
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  I'm not interested and the thing will end there.
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  Some people might give you some kind of yes, like, well, you now
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  know that OK, maybe there's room for small conversation and OK,
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  let me not go into too many possibilities what might happen,
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  But sure, the main thing is walk up with someone.
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  Good morning, Sir. Have you thought of running your
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  own home? If the person sounds like
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  there's some room there for conversation, that is where you
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  go into your unique value proposition even more.
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  That is the benefits, the main reason why people do business
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  with you. So good morning Sir.
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  Have you thought of running your own home?
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  Personal response. It looks like there's room.
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  OK, so with XYZ mortgage and payment plan, it's possible to
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  own your own home outright and you can get a duplex in central
• 7:19
  business area in three years. Is that something you'd like to
• 7:23
  learn more about, Sir? Then you had a response.
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  If it's sounding possible. If it's sounding doable, then
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  this is the kind of person that you now schedule a meeting with
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  because you actually need to have a deeper conversation with
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  this person. You actually need to know about
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  them, their family situation, you know, how many kids where,
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  where is the children's school? Where do they want to build the
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  house? Is it the outskirts of town?
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  Is it the central business area? Get a sense of the person's, how
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  I put it, you want to feel the person out.
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  You want to know whether this is somebody who is a high net worth
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  individual or not. You know, there are lots of
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  conversations that you need to have that you can't figure out,
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  you know, on the spot. So this is the way that you
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  should go about it. Good morning, Sir.
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  Have you thought about owning your own home?
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  Oh, OK. Actually, with my company, we
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  have payment plans that make it possible so that you can own
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  outright in three to five years. Is this something you'd like to
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  learn more about, Sir? Because I can see that you're in
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  the middle of something. OK.
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  No problem, Sir. You say your office is in
• 8:32
  Maytama. OK, no problem.
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  I can come and see you, Sir. Wednesday, 10:00.
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  Would that be OK, Sir? OK, please.
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  All right. No problem, Sir.
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  So can I get your phone number? OK.
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  Is this your WhatsApp number as well?
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  OK, No problem, Sir. I will send you a WhatsApp
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  message on Monday to remind you about our meeting on Tuesday.
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  Would that be OK? OK.
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  No problem, Sir. Thank you very much, Sir.
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  My name is Funke Oyebami. I will send you a text message
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  after this and then you leave. So that's a much more fruitful
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  way to do the whole thing. So don't worry about stating
• 9:06
  your name. Your name will come up.
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  Don't worry about the comp. You know you, you will discuss
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  your company well and all the things your company offer.
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  But showing up. Hello, my name is Sunka.
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  Hereby me I work for. So you're just wasting time.
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  You're an interruption. Cut straight to the point.
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  I figured if they're interested. If they're interested, give them
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  a brief scope of what your unique value proposition is.
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  The main reason why people do business with you.
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  It looks like they like it. Then the goal is schedule a
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  meeting so it can start digging deep, finding out what they
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  need, and you can start the toasting and the presentation
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  and then the everything. That is how we give the greatest
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  chance for closing a complex sale.
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  Now if you're, if it's a simple sale like a simple commodity
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  like pure water, then of course there's no problem.
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  You show up pure water, you're an interruption, but no problem.
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  It's a simple thing. It costs 50 now for one such
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  that the person is either 30 or thirsty or not and the person
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  will either buy or not and it's that simple.
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  So you sell Piota, you sell cola, not you sell screen guard,
• 10:05
  you sell slippers, you sell ties cause in Abuja there are some
• 10:11
  people who walk around and they sell socks and ties.
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  I think it's really interesting because I never saw it until I
• 10:15
  came to Abuja and some of the ties actually look quite good.
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  That's for those of you who work in banks and in the civil
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  service. So those kind of things, no
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  problem, but for something complex, you're selling real
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  estate, you know, show up problem based opener.
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  What is your UVP? What are the main reason why
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  people do business with you? Use that to start the
• 10:35
  conversation and see if they're interested.
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  So now that example, we used ownership, home ownership.
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  Have you thought of owning your own home?
• 10:44
  So another way it could be. Good morning, Sir.
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  OK, I've read you, Sir. OK, good morning, ma'am.
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  Have you thought of using land to make money before?
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  And then question mark here what it is that they have to say.
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  And then you wait, depending on what they say, one of the scopes
• 10:59
  you can follow up with later. I'll be like, oh, ma, with XYZ
• 11:02
  plans, you can buy rental property or acquire land to
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  resell with only this percent down.
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  Would you like to learn some more?
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  And then here what it is that Madame has to say.
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  And then the rest of the scope is still the same.
• 11:19
  So OK, Ma, no problem. But actually, before I can get
• 11:23
  into specifics of how my company will be able to help you, we
• 11:27
  need to have another conversation so I can need to
• 11:29
  learn some more about you. I need to learn like what's your
• 11:33
  investment horizon is? I want to need to know some more
• 11:38
  about the kind of properties you would like to acquire, you know,
• 11:41
  blah, blah, blah. So my, it would work best if we
• 11:44
  can have a meeting later on so we can talk some more.
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  Would you are available for so, so, so, so, so, so, so you pick
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  a date, you set a time, we agree if you coming to yours or are
• 11:54
  you going over to hers? In my own opinion, though, we
• 11:57
  should try and reduce the amount of friction.
• 12:00
  So I always recommend going over to their own place.
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  If you're telling them that you should come to your own office,
• 12:05
  you're giving them homework and the more homework that you put
• 12:08
  in the process, the more obstacles that you're putting in
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  your ability to close the sale. That is what I would recommend.
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  So in my own opinion, you go to them, especially since we're one
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  of these things click, your Commission is going to be big.
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  Even if it is, I mean, think about it, if it's a 10
• 12:25
  millionaire or something and in your real estate firm, they
• 12:29
  give, they pay you guys another 5% or 10% on 5% or 10 million.
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  Is that big? So I'm not good at math, so I
• 12:37
  can't figure that out now, but I'm just saying that when two or
• 12:40
  three of these things click, it's worth it.
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  So going over to the office is not going to be a problem.
• 12:45
  But summary, Sha, this is how lots of you should be starting
• 12:50
  your sales conversations, your business conversations and your
• 12:52
  marketing conversations. You can walk it up and say,
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  hello, my name is Funke or here by me and I work for Horizon
• 13:00
  Insurance. Just figure out the UPV unique
• 13:03
  value proposition. Sorry.
• 13:04
  Yeah, UVP, the main reason why people do business with you.
• 13:07
  So insurance, insurance, insurance.
• 13:10
  OK, Now people are selling selling insurance products that
• 13:12
  have a benefit of paying children's school fees.
• 13:16
  So you can walk up to that person and say, hello, Ma, let
• 13:20
  me see. OK, I need to give this one some
• 13:23
  more thought. Let's see.
• 13:25
  OK, You walk up to the high in the car.
• 13:28
  Maybe you see the baby seat in the background.
• 13:29
  OK, Yes, yes, yes. So you see the baby seat at the
• 13:32
  back of the car. So you now know, OK, there's
• 13:33
  room. I have some young children or
• 13:36
  something like that. Now with insurance, we sell lots
• 13:38
  of products. So you can walk up to her and
• 13:40
  say, oh, hello, mine is your car insured?
• 13:43
  That's not a bad way to start the conversation.
• 13:45
  Of course, she says her car is insured.
• 13:47
  You can now say, oh, Madam, do you know that we now have
• 13:49
  insurance products that make it easier for people to pay school
• 13:52
  fees right from primary school all the way to university and
• 13:56
  then keep quiet. I hear what it is she has to
• 13:57
  say. Some people say, no, I'm not
• 13:59
  interested. But that's some people who say
• 14:01
  insurance products paying school fees.
• 14:04
  What's the correlation? How does that work?
• 14:06
  You see that now give you some room to now talk to someone, say
• 14:08
  Oh yes, ma'am with Horizon Insurance, you know, this is his
• 14:11
  plan, that that plan, blah, blah, blah, blah, blah.
• 14:14
  But I can see you in the middle of something.
• 14:16
  This is something we'd actually have to talk to some more.
• 14:18
  I can actually come over to your office next week, Friday, 10:00
• 14:21
  AM with some material so that we can talk through a couple of
• 14:24
  things. Would you be interested with
• 14:25
  that man? And then you fix the meeting and
• 14:29
  that's it. The goal is to go over to
• 14:31
  Madame's office to now start getting into in depth
• 14:35
  conversations. You know, who is she?
• 14:38
  What kind of plan would she be interested in?
• 14:40
  What age is the baby? If she's considering these kinds
• 14:44
  of plans, you know, how long is it going to be?
• 14:46
  Is it a notary school into secondary school?
• 14:49
  Is it primary school into university?
• 14:51
  Get a sense of the vision that she has for her children.
• 14:53
  You know, for those people who want the children to school
• 14:55
  abroad, you know, you determine the kind of plans that you can
• 14:58
  show. So anyway, hope you guys are
• 15:01
  getting a gist about how we can use problem based openers to
• 15:09
  start the conversation. Basically a problem based opener
• 15:12
  just means what are the problems that you solve?
• 15:14
  Use that to open the conversation.
• 15:16
  All that stuff of your name and who you work for.
• 15:19
  Don't worry it will come out later on.
• 15:21
  But hello, my name is Fuku here by me.
• 15:23
  I work for too long. You're wasting valuable time.
• 15:26
  You're an interruption. Acknowledge it.
• 15:28
  Get straight to the point. What are the main reasons why
• 15:31
  people do business with you? State that first.
• 15:34
  Most of our happy customers do business well because da, da,
• 15:36
  da, da, da. Is this something you're
• 15:38
  interested in? I hear what they have to say.
• 15:40
  If they say no, not interested, move on.
• 15:41
  Look for somebody else. If they're interested, then book
• 15:44
  an appointment so that you can go over to their home or to
• 15:48
  their office. OK, Let me say to the office to
• 15:49
  be on the safe space because nowadays, now that people are
• 15:52
  chopping up people in their houses and putting them in the
• 15:54
  freezer, it's better to go to the office.
• 15:56
  So go to the office, you know, public place so that you know
• 15:59
  you, you're safe. Go over to the office and then
• 16:01
  start having detailed qualification and discovery
• 16:06
  conversations to know who they are, what they're about, what's
• 16:09
  the vision, where they're heading to, what's the plan,
• 16:11
  what are their likes, what are their dislikes and then do it
• 16:13
  like that. So the goal basically show up.
• 16:15
  Is this person interested or not?
• 16:17
  OK, they're interested. From there, book a meeting.
• 16:19
  At the meeting qualify after qualification, you'll be able to
• 16:21
  now make your proposal or your presentation and hopefully that
• 16:25
  should include your chances of closing the deal.
• 16:27
  So that's all for today. Thank you very much for
• 16:30
  listening. If you'd love to connect for a
• 16:31
  strategy session, a business audit, or you have questions you
• 16:35
  want me to answer, the number to reach out to me on is
• 16:37
  08064662140. The country code is +234.
• 16:43
  That's my WhatsApp number as well.
• 16:46
  Then connect with me on LinkedIn.
• 16:48
  The name to look for is Tavishima Ayede.
• 16:50
  I also have a YouTube channel of the same name.
• 16:53
  Over 1070 videos there right now.
• 16:58
  Most of them are not are faceless videos as per.
• 17:01
  It's just the podcast that I put the audio there.
• 17:03
  So if you look there, you're not going to see my face except if
• 17:05
  you scroll to the beginning back when I was still on YouTube and
• 17:09
  on TikTok. So then I used to do TikTok.
• 17:14
  I'll be what they call it again. Is it Facebook, Facebook real or
• 17:17
  be Instagram, Instagram real and then TikTok something.
• 17:20
  So yeah, those videos are there so you can go have a look at
• 17:22
  them. Then you get to see my face.
• 17:25
  All right, So thanks for your time and attention.
• 17:26
  I'll catch you guys at the next episode.