Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Turn Your Creative Talent Into a Real Business

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How to Turn Your Creative Talent Into a Real Business · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Today on the podcast, I'm going to share a conversation that I
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had with a very talented creative, a creative individual.
0:11
And in the conversation, I was trying to ground this guy in
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reality because sometimes I think creatives, not just
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Nigerian creatives, you know, sometimes creatives, you know,
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you guys, your, your head is in the clouds and you're not
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thinking straight. And it's one of the reasons why
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you're not making progress in your business.
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So of course there's a conversation with a guy who, you
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know, the usual now is getting at the time we had this
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conversation was getting to the end of the year in 2025.
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We're currently in January of 2026.
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So, you know, creatives, they're going through that whole, you
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know, new year, new me, new business, new growth, new this,
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new that, or sometimes a lot of the reasons why you creators are
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not making progress. You know, you're a photographer,
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you're a video person, you're a painter, you're a sculptor, you
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are a you know, whatever part of the reasons why you're making
1:08
progress in your business is because you're not thinking
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clearly about a couple of things.
1:14
Now, if you love talking about these sorts of issues, then
1:16
subscribe to the podcast on Spotify, on YouTube, on Apple or
1:19
any player of your choice. My name is Tamashima Ayede, I'm
1:23
a former lawyer turned business consultant and if you'd love to
1:27
connect with me, you can call, send me a text message or
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WhatsApp message on 08064662140. So like I said, there's a
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conversation between me and a creative Niger guy and I'm
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trying to ground them in reality.
1:48
Now. This is the guy's dilemma.
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The guy reached out to me because he listened to a podcast
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episode I recorded on the selling outcomes and not
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features. For those of you who are new to
2:02
the podcast and you don't understand what that means, when
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I made that podcast episode, this is what I was trying to
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hint at. There are too many of you who
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when you sell your product, you're trying to sell features.
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For instance, I got a keyboard for my kids and I was like maybe
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2 years back. And the mistake that some of you
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make when you sell musical equipment is you start talking
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about features. You say this thing has 88 keys,
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this thing is touch sensitive, whatever.
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This thing has 52 programmable sounds.
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Therefore, those of you who sell guitars is the same thing.
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This is a Fender. So, so, so, so this is a Gibson.
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So, so, so, and so. It has a hamburger pickup, it
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has a this, it has a that, it has, you know, 52 tones.
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It has this, this, you know, you keep going on about features,
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about features, about features and in Niger that is the typical
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way that we know how to sell. Buy this fan.
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This is the latest Binatone fan. You can see that it is 5 speed.
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Look at this thing, it is made with graphite.
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It is extra light. You see The thing is very, very
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stylish and in fact we are doing a promo right now.
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If you buy 3, you get 1 free. All those sorts of things,
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selling based on features, but to be successful in selling and
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in your business, you need to be able to learn how to sell on
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outcomes because somebody who buys something from you is not
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buying features. The person is buying outcomes.
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Of the people that I spoke to, only one person asked me, why do
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you want to buy this keyboard? When I said I want to buy for my
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kids, the person now said, oh cool, you want your children to
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learn. It is advisable that if they're
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going to learn, if you can afford it, you should buy a
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piano that has a full set of keys so they get used to it.
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Now you can see the person is selling based on outcomes.
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Other people were saying buy this thing because it has 88
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keys. For someone like me who's a
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novice when it comes to keyboards, because I don't know
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anything about keyboards because I started off playing guitar, so
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I know guitar, but I don't know keyboards.
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If you don't say this thing has 88 keys, like how, how am I
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supposed to know what that means?
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So a lot of you are not moving market because you're selling
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features, not outcomes. So back to the Binauto thing.
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You don't just say this fan is made of graphite.
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You say, Madam, see this fan graphite very, very light.
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So that means if you ever have to move it from room to room,
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you don't have to look for the house board to carry for you.
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This thing is very light. You're speaking in terms of
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outcomes. Somebody's not just buying a
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graphite fan for the sake of the fact that it is graphite.
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The same thing with guitars in Nigeria.
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People who sell guitars, they always talk about the brand
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name. This is a Fender, this is a
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Stratocaster, this is a Gibson. This is it this this is it that.
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But I'm glad I bought my guitars while I lived in the UK.
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So currently I don't have my guitars anymore.
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I sold them all, but I'm glad that I went through that
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experience in the UK because was a master class in learning how
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to sell because they're hundreds of guitars in the guitars the
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guitar store outside walking and the guys like, sure, we can help
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you out. They didn't ask me which kind of
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guitar are you interested in. They didn't ask me what's your
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budget. The guy asked me what kind of
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music do you like or what kind of music are you hoping to play?
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And that is what guided us looking at guitars, whether
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acoustic or electric or steel, steel slide and on and on and
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on. So the creative who reached out
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to me was after he listened to that podcast because he liked
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what he heard about selling outcomes and not features.
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So remember, whatever business you're involved in, we are
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selling results, we are selling outcomes.
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We don't sell features. So let's say buy this Toyota
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because it's red or don't buy this, don't buy this Tesla
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because it's purple. Don't.
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Don't sell based on features, you sell based on outcomes.
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The person who's having the conversation with you wants to
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achieve a certain outcomes with this purchase.
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Have a conversation with the person, try and figure out what
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the outcomes are and then you now align with that as best as
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you can. So back to the keyboard thing.
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This keyboard that I bought will always have 88 keys, will never
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change 88 keys, some have 55 keys.
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Your goal is to figure out what the person wants and then blend
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it with what the person needs. So in my own case, the man said
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if you can't afford it, it will be nice to start off with a
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system that has a full set of keys so that your children are
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used to it when they play in the future.
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And then we started talking based on 88 keys.
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For some other person, the attitude would be it's not a
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starter keyboard. I don't want to waste money on
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this thing. In that case, you will now say,
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oh, that's not a problem. Ignore this one of the 88 keys.
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Here are the keyboards that have 55 keys.
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You know they can learn based on that and you know blah, blah,
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blah, blah, blah. But you don't just wait when
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somebody shows up, you now start vomiting features on them.
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OK, buy this keyboard 55 keys ivory battery powered electric
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disc dot dot dot finger weighted something something especially
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if you're selling to a novice. All these features mean nothing
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to someone who's buying for the first time anyway.
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So basically, that's how this creative guy, that's how he
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discovered me and he'd been listening to the podcast.
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Now this fellow, the creative, he considers himself a multi
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potentialite. I have a problem with you
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people. I won't lie.
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Multi creative, multi hyphenated, multi potentialite,
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multi dis, multi dis multi that look, you will love yourself too
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much. Relax, relax.
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It's not about being good at, you know, 1520.
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You know different things. Can you be good at one thing?
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You know well enough so that we can tell you that make some
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money. So you have multi potentialite.
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And so this guy that reached out, he's good at music, he's
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good at painting, he's good at fashion, he's good at acting,
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he's good at writing. And so yes, you have all the
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talent, you know everything. But this is business here.
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We're trying to put money in your pocket.
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What does it profit you? If you're good at music, good at
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painting, good at fashion, good at acting, good at writing, good
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at dancing, good at everything, but then you can't put some
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money in your pocket. I'm a talented guy myself.
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And trust me, if you're talented of the, you understand what I'm
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saying. As in you're not lacking for
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talent. But in pocket is always empty.
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The children say don't want to buy ice cream you say because
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you don't have money. You shout on them.
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You're struggling to pay school fees.
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You can't load data on your phone.
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Who fueling your car is a problem?
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Then what is all this talent doing for you?
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You multi potentialite. Relax.
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You need to settle down and pick one.
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We can't start off by doing music and by doing painting and
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by doing fashion and by doing acting and by doing dancing and
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by doing writing. We can't.
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We have to stand somewhere. If you try to do it all, you
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will be overwhelmed and you won't know how to market
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yourself effectively. Think about it now.
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How is this guy supposed to market himself as a dancer, as a
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musician, as a painter, as a fashionista, as an actor and as
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a writer? How will you market yourself?
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Let's be practical now you want to buy adverts on the radio, How
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you advertise yourself. You want to start posting on
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LinkedIn. What kind of posts will you
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write? You want to start posting on
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Instagram, What kind of posts are you going to create?
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How you will overwhelm yourselves and you'll be able to
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market yourself effectively. So that's one thing you multi
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potentialize multi creatives, multi hyphenate, multi
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something, something. What's the one that used to call
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themselves again, something man, something Renaissance,
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Renaissance man, Renaissance woman.
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You should calm down. 252025 didn't work because you're not
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focused. You're trying to do it all when
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2026, now 2026 is not going to work if you are not focused.
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Pick one. We have to stand somewhere.
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It doesn't matter who you like, if you like.
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What's his name? Is it Gregory Hynes?
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I think was was it Gregory Hynes?
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I can't remember. This black guy that used to tap
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dance. He didn't start doing tap
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dancing and then acting and then jazz music and everything on day
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one. He started from somewhere and
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then career evolved. The same thing with this guy
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that produced Michael Jackson's album I was the guy's name
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again, Quincy Jones. Aha.
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Quincy Jones did not start jazz, then start pop music, then start
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big band music and start eating to it all on the same day.
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I think he started off as a trumpeter.
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Yeah, I think he started off as a trumpeter, You know, before
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big band music, then before scoring movies and before, you
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know, small, small, small. You don't just do everything on
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day one. So creatives multi, have multi,
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potentialite, multi, dis multi, that multi, whatever, whatever,
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whatever. If you're not happy with how
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2025 turned out, 2026, pick one. We have to start from somewhere.
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As a salesperson, I'm telling you, even if you paid me a
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million naira, I don't even know how to start marketing you.
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It's too much. What is the messaging supposed
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to be? I don't know the targeting, what
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we're supposed to, what we're running advertisements, What are
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we supposed to be targeting in the ad campaign?
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I don't know. It's too wide, as in from a very
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practical or tactical point of view.
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I don't know what the next step is.
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You have to pick 1. So 1 moment.
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It's hard to sell here. Let me just I hope the noise
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doesn't come. All the noise doesn't come in
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too much on the microphone. All right, so where was I?
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OK, so I was talking about how we ought to be.
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We multi talented people, we ought to be focused, targeted.
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The next thing. I was trying to give this guy
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one reality check on it to ground him because the guy was
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talking a lot about his dreams and I'm trying to.
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Whenever I'm talking to people who consider themselves artists,
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creatives, whatever, I tried to get them quickly from dreaming
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to doing because dreaming is very, very easy.
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Anybody can dream. I can sit down and dream all
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day, but the problem is if we want to see progress, we
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actually have to start doing. So we have to move from dreaming
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to doing very, very quickly. So I wanted to get this guy
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focused. I told him, OK, all these fancy
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ideas, OK, we've picked a couple, so this is what we're
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going to do. You need to write down a list of
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10 people, whether they're friends, they're family members,
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or associates, and you have to go and pitch one or two ideas to
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them. This is not just a matter of
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thinking or dreaming anymore. Write up a list of 10 people who
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might be interested in the product, might be interested in
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the service, might be interested in the collaboration, and then
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go and start talking to those people.
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Sitting down and dreaming is not going to get you anywhere.
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If you are a multi creative, multi talented, multi
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hyphenated, multi, this renaissance man, renaissance
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woman, blah blah blah blah blah blah blah genius.
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You know how you spent all of 2025 dreaming and you're not
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happy with how it went. 2026 is going to turn out the same way.
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If you spend all your time dreaming.
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Narrow it down. Then come up with a list. 10
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people, friends, family, associates.
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Go and start pitching your idea, your product, your service, your
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collaboration, your you know, whatever it is you want to do an
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exhibition, draw up a list of 10 museums.
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I say museums, 10 art galleries or 10 art collectors or 10, you
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know, whatever in your city. I go and start talking to
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people. You can't just sit down in your
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room and start dreaming and then you're going to manifest a
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successful creative career. It is not going to happen.
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Write a list. Stop thinking about networking.
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Go and do networking. Anyway.
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The good thing about that session with the artist, and you
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know, I mentioned it on a former podcast episode, was this guy
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thought he had a big, big network.
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When he started putting it down to paper, all those many, many
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people he thought were on his network.
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It turns out he only has two people now.
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We know the work that needs to be done.
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You can see that the talent is not the problem.
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You can be a talented individual, but at the end of
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the day, when it comes to planning your art career,
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selling some paintings, organizing an exhibition,
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organizing a music show, organizing a whatever, if true,
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true, true, you only have two people in your corner.
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How are you going to do it? Which successful business has
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been built on the back back of only two customers or two
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collaborators? It's not going to happen.
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You creatives, you multi talented, multi hyphenated,
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multi water, whatever. I hope you guys are listening.
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I hope you can see why 2025 didn't work for you and what you
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need to do in 2026 to move things forward.
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So my business advice to him, in case I haven't figured it out,
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was quite simple. There are a couple of red flags
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we need to deal with #1 there's a niche problem.
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You need to niche down. You're trying to launch music,
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you're trying to launch fashion brand, you're trying to launch
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this, you're trying to launch that, You're trying to do all of
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it at the same time. Guy, it's too much.
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Business is hard. It is hard to build 1 business.
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Ask anybody who has tried. Take pure water.
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There are people who try to do pure water business and have
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failed. If doing pure water business
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alone is hard enough, think about when you're now trying to
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do pure water business, then you're trying to add suya
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business, then you're trying to add restaurant business, then
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you're trying to add taxi business, then you're now trying
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to add real estate to do all of them at the same time.
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Business is hard. Make things easy for yourself in
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the beginning. Start somewhere.
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News now small. It is hard to validate 2345
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different businesses at the same time.
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Pick one lane to start first, then another.
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Red flag. When we're trying to grow our
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sales, when we're trying to move forward, when we're trying to
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build a career or whatever, whether we like it or not, we
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need numbers. As our sales is important, we
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need numbers. We need the business list, the
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contacting lists, the prospect list, whatever.
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We need numbers. Two people is not enough.
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If you only have two people in your corner, then the two of you
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need to sit down. The three of you are come up
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with a plan for how you're going to reach out to more people.
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You need numbers. You're not going to have a
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successful art exhibition if you only know two people.
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You need numbers. You're not going to be able to,
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you know, pull off your dance production, whatever.
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If you only know 2 art directors or two dance directors, you need
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numbers. You need to reach out to people.
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You need to reach out to people. You need numbers.
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This is business. You need the numbers.
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Should I repeat it again just in case somebody hasn't gotten the
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point? You need numbers.
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So I gave this guy some homework because this guy loves Quincy
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Jones. He really loves Quincy Jones.
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Of course, who doesn't love Quincy Jones now like Quincy
18:32
Jones? Not my guy.
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When it comes to the horn, the guy is correct.
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It's on point when it comes to producing Big Bang music is on
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point. The Michael Jackson album, in
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fact, the first time I heard that I think was Thriller.
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The first time I heard that was Quincy Jones that produced
18:49
Thriller. I said no lie.
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I said it's not possible. I said Quincy Jones is a jazz
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man, how can he produce Thriller, Michael Jackson's
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Thriller? I say no lie until I saw the
18:59
document documentary myself and I saw Quincy Jones in studio
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with Michael Jackson. That is when I believe I say OK,
19:07
true, true. Now Quincy Jones produced this
19:09
album. I was shocked because I know
19:13
Quincy Jones from his jazz background.
19:16
So I told this guy, now this creative, I said, so you like
19:19
Quincy Jones? I mean good.
19:22
Go and look at Quincy Jones as a case study.
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Quincy Jones was a master of many things.
19:27
He did jazz, he did music for films and he also did pop music.
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I told him go and look at Quincy Jones.
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See how Quincy Jones built his network or see how Quincy Jones
19:38
was validating one idea after another.
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Go and study Quincy Jones. Whatever Smithy Jones did, come
19:44
back and tell me this is what we're going to do in your own
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particular case. So for those of you who are
19:51
multi potential, multi hyphenate, multi talented,
19:54
multi, whatever, there's somebody that you respect.
19:58
Go and sit down, do some small research.
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This guy that I respect, how the guy take blow.
20:06
Write down the pattern, then we'll now model one or two
20:08
things. It will help you.
20:10
It will help give structure to your ideas and structure to your
20:14
execution. I'm not saying just copy
20:16
blindly, but I'm just saying if you're a multi, hyphenate,
20:21
multi, talented, multi, whatever.
20:22
And let's say you love Arnold Schwarzenegger because Arnold
20:26
Schwarzenegger was a bodybuilder, then he became an
20:28
actor, then he became a businessman, then he became
20:30
governor. So if you like it, sit down, go
20:33
and study Arnold Schwarzenegger. What was the pattern?
20:37
How did he do it? There will be one or two things
20:40
we can learn and one or two things you can execute to help
20:43
you on the way. I'm not saying well, copy
20:46
Schwarzenegger. I'm not saying that if you love
20:48
the guy, you respect the guy. Well, study the guy.
20:50
You will learn one or two things.
20:52
He will help you. Execution is the key.
20:57
And again, in Schwarzenegger's case, he didn't do everything at
20:59
the same time. He didn't do governor at the
21:01
same time as bodybuilding as the same time as acting as the same
21:05
time as business. It was step by step.
21:07
Oh, and by the way, Schwarzenegger was a bricklayer
21:09
for a while. So ties people like to think
21:14
like this thing comes easy or more is work because while he's
21:18
doing bodybuilding you guys to pay the bills now how you pay
21:21
the bills for him was bricklayer at work and some of you feel too
21:25
fancy. This guy, I think was it Prince.
21:32
I think Prince did cleaning work used to go and be cleaning
21:36
cleaning studio brew my mop vacuum cleaner be washing
21:39
toilet. They will be feeling too fancy.
21:46
You love your art. You're not willing to suffer for
21:48
it. Meanwhile, you're heroes.
21:50
See what they're doing. Washing toilet, Doing bricklayer
21:52
work. If you have too many ideas,
21:59
honestly it's the same as having no idea.
22:01
Let me repeat, if you have 20 ideas, you are on the same boat
22:04
as somebody who does not have any ideas.
22:09
Pick one idea, write down 10 real people you can talk to
22:13
about it. See if the people are willing to
22:17
pay for what you have. See if the people are willing to
22:20
collaborate on a project. When you're able to do that,
22:26
then will not start making progress.
22:32
Now, for those of you who are in this guy's situation, you want
22:36
to do music, you want to do all blah, blah, blah, blah.
22:38
Pick one. Let's say we pick music.
22:42
The first step now is I think my music sounds good.
22:46
That is one thing. What you need to see how the
22:48
market reacts to it. I think my music sound good.
22:51
That is one thing. Everybody thinks that music
22:53
sounds good. Whether the market, whether
22:57
other people think your market your your music sounds good is
23:00
another thing entirely. So if you want to validate this
23:03
music thing, if you want to start this music thing, the goal
23:06
actually is to validate your musical ideas.
23:08
It's not just about record deal. Now you need to prove that
23:11
people actually want to listen to your music, don't want to
23:13
listen to your specific sound. So I've spoken a lot about
23:19
minimum viable product, which is the smallest version of your
23:21
product, your idea, your service, your whatever that
23:24
people can see, people can taste, people can interact with
23:28
so that you will get the feedback to know whether you're
23:32
on course, whether there's demand for your product or not.
23:35
So think in terms of minimum viable track.
23:38
Track, for instance, don't want to waste money and buy, you
23:42
know, all the equipment and all the whatever, Record one or two
23:45
things. Nice quality demo.
23:50
The goal is not to have a polished final product.
23:53
We're just trying to see our hook, melody, the emotional
23:55
impact. Are people feeling this thing?
23:57
Try and get it out there now. Since this is music, 10 is not
24:05
going to cut it. Except if you know the top 10
24:09
music executives in Nigeria. 10 is not going to be enough in my
24:12
own opinion. I'll say, I'll say more like
24:14
100. Send your music to people.
24:18
Plenty people, plenty of them. Any DJ, you know, send.
24:22
Any club promoter, you know, send.
24:24
Even your friends and family, you know, send, let them hear.
24:29
Ask for people's feedback. Ask people, would you put this
24:36
to your playlist? If people say it's nice but they
24:41
didn't say yes, I will jam this thing all day, then you are not
24:46
as talented as you think because that's not people.
24:50
Don't blow because it's nice. That's not how people blow in
24:54
the music industry to try and validate your idea.
25:03
Anyway, I've already spoken about the assignment that I gave
25:06
him about how you try and model himself after Quincy Jones or
25:11
learn a couple of lessons about how Quincy Jones was able to
25:14
move his his career forward. But for those of you who are
25:20
multi creatives, multi potentialites, multi hyphenates,
25:23
multi this multi, whatever that are listening, please learn.
25:27
If you're not happy with how 2025 turned out, I've given you
25:30
some possible reasons about why the ministry did not move in
25:34
2025. Right now we're in January of
25:37
2026. We need to make sure that the
25:39
ministry will move this year. Even if you don't hammer, at
25:42
least try and move forward small, especially for those of
25:46
you who are in relationships, you know, so your wife likes
25:51
you, she supports you. Your girlfriend likes you,
25:52
supports you. But after a while, it gets
25:54
tiring that I love you, I support your dreams, I support
25:57
your vision, you know, but it's been five years.
25:59
I'm not seeing any progress. You know, it's not as if the
26:02
girl is bad. Oh, she's not bad.
26:05
It's just like she can't really. She can't put her knife on pause
26:07
for five years now. She loves you because you're
26:10
talented and you're creative and you're this and this and then
26:13
and that and that. But The thing is, it's been five
26:15
years. She has not seen some progress.
26:17
Put yourself in her shoes. What do you expect?
26:19
Now, she's not a bad girl. She's not a gold digger.
26:28
She too, she wants to build her own life.
26:32
And if it's the other way around, you know, you're the
26:34
lady. Put yourself in the guy's point
26:36
of view. Yeah, he likes you and he's been
26:38
supporting you. But it's been five years.
26:41
Then what? They see progress.
26:44
This is Nigel. Nowadays people are afraid of
26:47
liability, so it's not as if he doesn't believe in your dreams
26:51
or anything. But you know he doesn't want to
26:53
wake up one day and you know the guy don't enter one chance yes,
26:57
I do himself with liability and then before I know it, the
27:01
children will come. Then what next?
27:08
Plezo multi creatives artists multi talented multi hyphenate
27:13
multi every every let 2026 be different.
27:21
By the way, my partners and I launching a program on the 12th
27:26
of January to the 23rd of January 2026.
27:29
It's about how to sell effectively over the phone.
27:32
If you've been listening to the podcast for the last 2-3 weeks,
27:34
you've already heard me talk about it.
27:36
We're still talking to people. It's today's date is currently
27:40
the what's today's date 5th of January.
27:43
So we're still talking to people who are still taking applicants.
27:46
If you're interested in the program, reach out.
27:48
The goal of the program is to learn how to sell effectively
27:51
over the phone. If you're multi potentialite,
27:54
multi, creative, multi, hyphenated, multi, whatever.
27:57
The goal is to make sure that when you draw up this list of 10
28:00
and you're talking to 10 people, you want to know how you can
28:06
build relationships over the phone, how you can set meetings
28:08
and appointments over the phone. If you guys are far apart and
28:12
you need to make some kind of proposal, some kind of pitch,
28:15
whatever, and do it over the phone.
28:16
Do it over Zoom. The goal is to try and see how
28:19
you can do that effectively, how you can sustain this
28:21
relationship over the phone. Or you can move your hustle over
28:26
the phone. That's the focus of the program
28:30
because these things are in our pocket phones and it's just not,
28:35
not just for Netflix and YouTube.
28:37
Why should you use it to grow our business?
28:40
These things are valuable assets that we have on ourselves.
28:46
So if you're interested in the program, call, send me a text
28:49
message or a WhatsApp message on 08064662140 or connect with me
28:57
on LinkedIn, my name again, establish my aide.
29:01
Now, even if you're not interested in the program, I
29:02
love hearing from people who listen to the podcast all the
29:04
time. So just reach out, say what's
29:06
up, say I enjoy the show, say I like it, or say I don't like it
29:11
or tavish. And when you said this thing,
29:13
when you said it like this, that invets me.
29:15
Let me know, let's have a conversation.
29:18
Who knows, I might have made an error and you're the one that
29:21
will correct me. Either way, they're going to
29:24
give me useful perspectives about what people want to hear
29:27
about on the show. You will be making the podcast
29:29
better if you reach out. So that's it and that's all.
29:32
Thank you very much. I'll catch you all some other
29:34
time.