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Mastering Communication in Nigeria: Balancing Universal Principles with Local Nuances · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. For today's question, we're
• 0:05
  going to look at effective communication tactics for the
• 0:08
  Nigerian market. So yes, it's similar to what we
• 0:11
  discussed yesterday. And so I'm going to start off by
• 0:15
  saying the very same thing that I did at yesterday's during
• 0:19
  yesterday's podcast episode, which is that effective
• 0:23
  communication is a universal tenant.
• 0:26
  It's a universal principle. So it's going to apply whether
• 0:29
  you do business in Ghana, in South Africa, in Mogadishu, in
• 0:35
  wherever. It's just that the contextual
• 0:39
  application of how to communicate, what effective
• 0:43
  communications is, all those sorts of things are going to
• 0:46
  depend on the contextual application.
• 0:49
  So where are you, What's the culture?
• 0:51
  Are you dealing with a simple sales context?
• 0:53
  Are you dealing with a complex sales context?
• 0:55
  Those are the sorts of things that are going to determine how
• 0:58
  are you going to go about communicating.
• 1:00
  What is the most effective tool to set about communicating with
• 1:03
  people? So let's look at some of these
• 1:06
  universal principles first of all, before we decide how they
• 1:09
  apply in the Nigerian context. First off, same thing that I've
• 1:15
  been saying time and time again on the show.
• 1:17
  When we think about communications, most people
• 1:19
  think about communications being a linear sequence.
• 1:23
  So there's me, I send an e-mail, the person receives it at the
• 1:27
  other end and then done. Communication is that simple.
• 1:30
  Actually, communication is a little bit complex and we need
• 1:33
  to think about communications in terms of a matrix.
• 1:36
  So there's a communications matrix and there are different,
• 1:40
  what would I say? There are different things
• 1:44
  within the matrix that we ought to take into consideration when
• 1:46
  we try sending messages or we try communicating with people,
• 1:51
  whether in a personal context or in a business context.
• 1:54
  Now, for those of you who studied mass communications in
• 1:56
  school or business communications or whatever, you
• 1:59
  will find that the communications matrix I talk
• 2:02
  about over here on the podcast is unnecessarily OK.
• 2:05
  Not unnecessarily. I simplify it for a reason.
• 2:08
  Why you say? My communications matrix is very
• 2:11
  simple, and I do that for a reason because I want people to
• 2:16
  be able to remember in a straightforward manner what we
• 2:19
  talk about over here on the podcast so that when the time
• 2:21
  comes for them to communicate effectively, people can remember
• 2:25
  the different things in the matrix without having to
• 2:27
  remember 15 elements, 20 elements, all those sorts of
• 2:30
  things. So in my simplified
• 2:32
  communications matrix, I just pay attention to the sender.
• 2:35
  For this case, let's pretend that the sender is US, me, or
• 2:39
  you listening to the podcast. Then the next step is encoding.
• 2:44
  Encoding is the process of deciding how are you going to
• 2:48
  pass across that message? What medium are you going to
• 2:50
  use? So in my own case, me recording
• 2:53
  a podcast is me and coding a message.
• 2:57
  Then OK, we're done with sender and encoding.
• 3:01
  The next step is going to be transmitting.
• 3:04
  Transmitting is the process of sending across the thing, across
• 3:08
  the medium. So I upload the podcast and I
• 3:12
  hit no, there's no send on podcast.
• 3:16
  What do we have? We have upload, publish, Yes.
• 3:19
  So I'll upload the podcast and then I hit publish.
• 3:22
  That is me transmitting the message that I'm trying to send.
• 3:27
  Then the next person, the next element in the matrix is
• 3:31
  receiver. Receiver is the person on the
• 3:33
  other end who is receiving the message.
• 3:37
  Now some people stop at receiver, but there's also
• 3:39
  another process, and that is a process of decoding.
• 3:42
  Decoding is a process of the receiver trying to unpack,
• 3:47
  trying to understand, trying to break down what they have seen,
• 3:52
  what they have heard, what they have received.
• 3:55
  So decoding is also an important factor to pay attention to in
• 3:59
  the communications matrix. And then this is one that a lot
• 4:02
  of people fail to take into account, especially when people
• 4:06
  are talking about communications in very everyday, ordinary sense
• 4:10
  of the word. And that is feedback and
• 4:13
  repetition. Because communication is not
• 4:16
  linear, is not a straight line, is not me.
• 4:19
  Create a podcast, send the link, you listen, end of story.
• 4:24
  Communication is feedback, message sent.
• 4:29
  I get some sort of feedback. And then based on the feedback
• 4:32
  that I get, I repeat the process over and over again because
• 4:36
  communications is usually about trying to get someone to do
• 4:41
  something or to try and influence something in your
• 4:45
  favour. But there's no such thing as
• 4:47
  communications for communication sake.
• 4:49
  Nobody creates a podcast for podcast sake.
• 4:52
  And nobody sends an e-mail for e-mail sake.
• 4:54
  Nobody sends, nobody makes a phone call for phone calls sake.
• 4:58
  Even if your mom picks up the phone to say, Oh my dearly
• 5:00
  beloved son, I have not heard from V in a fortnight.
• 5:04
  I just wanted to be sure you're doing OK.
• 5:06
  How are you? How are the children?
• 5:08
  End the conversation. That was not communications for
• 5:11
  communication sake. Your dear old mum is trying to
• 5:15
  pass across a message. The message is I care about you
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  and the message is also please care about me back home in the
• 5:23
  village. Do not ignore your poor mother
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  because you live in the fancy city, you and your children, and
• 5:30
  you think that that is all that there is in the world.
• 5:32
  So it doesn't matter the phone call, the e-mail, the podcast,
• 5:37
  the Netflix movie, the Netflix documentary, the National
• 5:41
  Geographic documentary, the e-mail that you send to your
• 5:44
  pastor doesn't matter. Whatever it is, communication
• 5:46
  has a goal. And that is where feedback and
• 5:49
  reputation comes in. So you go through the whole
• 5:51
  process, you get some feedback. The feedback tells you whether
• 5:54
  you communicated successfully or not.
• 5:57
  So summary, it's not just about passing across a message because
• 6:05
  most people when they think communication, they think sender
• 6:07
  encode and transmit. So this is me.
• 6:10
  How do I come up with the perfect message?
• 6:12
  How do I come up with the perfect e-mail, with the perfect
• 6:14
  podcast episode, with the perfect this, with the perfect
• 6:16
  that and then send and then think done.
• 6:19
  No, communication is not done. It's also about decoding.
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  How is the person going to receive it?
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  How will they decode it? How will they understand it?
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  Will they understand that they're supposed to do ABC and
• 6:30
  XYZ? How is this going to move the
• 6:32
  agenda forward the departmental meeting forward the sail,
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  forward the political campaign forward the whatever it is
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  you're trying to move forward? How is it going to move things
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  forward? So that is what communications
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  is about. Communications is not about what
• 6:45
  you intend. Most people think I intended to
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  pass across the message so that she knows that she's an
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  attractive woman. It's not about what you
• 6:54
  intended. It's about what was understood.
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  If she received it and it sounded like a backhand
• 7:00
  compliment and she was offended, then it's not about what you
• 7:05
  intended. That is what she received.
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  So you best apologize. You don't say, oh, I'm sorry, I
• 7:11
  was trying to pay you a compliment.
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  You know, of course you respond. Which kind of compliment in your
• 7:15
  village? Is that how they compliment
• 7:17
  people? And yes, this is something
• 7:19
  that's happened between me and my wife before.
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  You know, I say something. I tried to pass her pay across
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  the complaint. She's like, you know, what is
• 7:24
  that? What kind of rubbish is that?
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  If this is how people from Benway State compliment their
• 7:28
  wives, then you're better off not complimenting at all.
• 7:30
  So yes, I've had some of those situations and yeah, so they
• 7:35
  apply not just in the business context but also in the personal
• 7:38
  context as well. So communication is not your
• 7:40
  intent, it is what was understood and is what was
• 7:42
  received. So feedback, repetition, the
• 7:45
  most important part of the process.
• 7:47
  So if you end up on wittingly insulting your girlfriend or
• 7:49
  your wife or your husband, take the feedback.
• 7:52
  And then repetition when it comes to the encoding stage,
• 7:56
  encoded differently or transmitted differently, either
• 7:59
  way, we're paying attention to how the person receive the
• 8:01
  message, decode the message so that we can get the right kind
• 8:04
  of feedback. And then we know that, OK, we're
• 8:06
  on course with whatever the agenda is that we're trying to
• 8:09
  pursue. So yeah, that's it.
• 8:13
  In summer, when it comes to communications matrix, it's not
• 8:15
  what was intended, it's what was understood.
• 8:18
  Communication is not just the words, it's also the action or
• 8:21
  the reaction of the recipient. In other words, if you did not
• 8:25
  get a good reaction when you send that e-mail to your pastor
• 8:29
  or to your imam or to your wife or to your business partner, or
• 8:33
  you picked up the phone to call your daughter, you haven't
• 8:35
  spoken to your daughter in a while.
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  She just got into university. You picked up the phone.
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  You wanted to show that you're a caring father.
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  You know, all those sorts of things.
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  If you got a bad reaction, then the communication was not good.
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  Your intent was good. The way you pass it across was
• 8:49
  not good. Maybe she answered the phone and
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  she was like, oh, my father is trying to police me again.
• 8:54
  So feedback, repetition, try again.
• 8:58
  And that is how we judge what good and effective
• 9:01
  communications is. Now, another universal principle
• 9:04
  that we ought to pay attention to is active listening.
• 9:10
  Active listening, How do I define this?
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  OK, well, active listening is the part of the communications
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  process where you're paying attention to what is the
• 9:18
  receiver saying? What is the audience saying?
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  If you can figure out what it is that they're saying, and yes,
• 9:24
  this is the same thing as decoding and feedback and
• 9:26
  repetition. If you can figure out exactly
• 9:28
  what it is that they're saying, you're going to know how to
• 9:31
  respond accordingly. So you sent this thing, you send
• 9:34
  it to your business partner or you send it to the head of your
• 9:37
  department at the office. What is HOD?
• 9:40
  Head of department? What is HOD saying?
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  What is Orga at the top saying? What is my business partner
• 9:45
  saying? What are my business clients?
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  What are they saying? You figure that out.
• 9:51
  You can now respond accordingly when you repeat the whole
• 9:55
  process. Then another principle that I
• 9:58
  want to stress is timeliness, or some people call this the
• 10:02
  recency principle. What the recency principle means
• 10:06
  is this. It just means people forget over
• 10:08
  time. So if you come up with a good
• 10:12
  communications tactic or strategy, but you deliver it
• 10:17
  several days late or you deliver it several weeks late or you
• 10:22
  deliver it several months late, that is bad communications.
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  So we should be paying attention to timeliness or the recency
• 10:29
  principle. That is contextual.
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  It changes over time. So back in the days of the fax
• 10:35
  machine, timeliness meant one thing.
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  Now that we're in the day, OK, no, we've gone be on the day of
• 10:40
  e-mail. So in the e-mail era, when
• 10:42
  e-mail was king, timeliness meant something else.
• 10:45
  Now I'll say we're in the era of the DM because, you know, you
• 10:48
  slide into everybody's DM, WhatsApp DM, Instagram DM,
• 10:51
  LinkedIn DM, and whatnot. So in the days of the DM,
• 10:54
  timeliness means something else. So these are the principles that
• 10:59
  we should be paying paying attention to when we're talking
• 11:01
  about effective communication. We should be looking at the
• 11:04
  communications matrix. So that means there are lots of
• 11:07
  things to consider and communication is not a straight
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  line. We should be thinking about
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  active listening. I'm trying to get some feedback,
• 11:17
  figure out what's going on. And we'd also be paying
• 11:19
  attention to timeliness or the recency principle.
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  We should be trying to make sure that we respond at a reasonable
• 11:28
  rate, reasonable period of time. Now, with all these principles
• 11:32
  out of the way, let's now ask for some general principles.
• 11:35
  Sorry, not general principles. General.
• 11:38
  Gosh, I don't know, general guiding lights that we can use
• 11:41
  to show how we're going to, OK, let's say general
• 11:44
  considerations. Yes, in trying to apply all of
• 11:47
  this to Nigerian communications, now I'm going to hint on
• 11:50
  something that I said yesterday. So this your first time
• 11:53
  listening to the episode, listening to the podcast, after
• 11:57
  you're done with this, listen to the episode prior and you're
• 12:00
  going to hear some more thoughts about how and whether there's a
• 12:03
  uniquely Nigerian way of doing business.
• 12:06
  So yes, indirect communications, I mentioned that yesterday.
• 12:12
  So indirect communications, if you're in Niger, join Nigeria.
• 12:16
  My recommendation, avoid confrontation and avoid overt
• 12:20
  assertiveness. It can come off the wrong way in
• 12:23
  these in climes like this, you know, old worlds, traditional,
• 12:28
  you know, whatever kind of societies, this whole thing of
• 12:32
  rapport and blending with people and know what not it it it takes
• 12:37
  you a long way coming and being all straight to the point all
• 12:41
  let's get down to business. All you know, blah, blah blah is
• 12:44
  a little bit much in this, excuse me, in this kind of
• 12:50
  environment. So we have to do the dance the
• 12:52
  whole thing of oh, good morning, Sir, blah, blah, blah.
• 12:54
  Oh, you went to OAU. OK, I went to OAU as well.
• 12:58
  Now what's that? OK, 1976, Sir, you're my boy.
• 13:02
  May I finished in I finished in 2021, blah, blah, blah.
• 13:07
  How is school? Who is the principal now, the
• 13:09
  student union, still a problem? What about cultism?
• 13:12
  Has cultism gone down, blah, blah, blah.
• 13:14
  You know, you have all that back and forth.
• 13:16
  So being overtly assertive about what the agenda is and
• 13:20
  everything, we have to tap that down a little bit.
• 13:24
  So in direct communication, you dance around a bit before you
• 13:28
  get to the point. I know it can be stressful for
• 13:32
  those of us who are brought up with a modern mindset and it's
• 13:35
  something that I really experienced when my father died.
• 13:38
  So I was in the UK at the time. I was only able to get a week.
• 13:44
  Actually I didn't get a week. I got four days, four days
• 13:46
  leave. So time was not on my side.
• 13:49
  I knew I was not going to. I had to take extra days from
• 13:53
  what is it called, is it compassionate leave?
• 13:55
  And oh, I had to bunch up a couple of leaves to get here.
• 13:59
  But you know, me and my brother, we were coming with because my
• 14:03
  brother and I, we grew up OK. My brother was born in Suleja, I
• 14:06
  was born in Makuti. But then we spend most of our
• 14:10
  lives in Lagos, in Abuja, so and then from there to the UK.
• 14:15
  So we, we think a certain way, we don't think like the old
• 14:18
  folks. So I was coming home for the
• 14:20
  burial. We were thinking let's get shit
• 14:22
  done, you know, as in it's unfortunate it has happened, but
• 14:26
  can we just move things along, bury my father and let's get
• 14:30
  along and things. We just drag and drag and drag
• 14:34
  and meeting upon meeting upon meeting and was very frustrating
• 14:38
  to go for one meeting and to think that we're going to make
• 14:40
  progress, but the only resolution of the first meeting
• 14:43
  is that we're going to have another meeting.
• 14:45
  It was really, really, really annoying for me, but it's
• 14:49
  something that my mom had to talk me through.
• 14:51
  Like, look, relax, you guys are more modern, whatever about this
• 14:55
  whole thing, but you need to relax.
• 14:56
  There's a lot of tension here. People are hurt.
• 15:00
  The things that people need to be to say, there are certain
• 15:03
  things that need to be expressed and like play, like play.
• 15:06
  There was one meeting that was kind of like the mother of all
• 15:09
  meetings and people erupted and set their mind and there was
• 15:12
  shouting and there was accusation and there was all
• 15:14
  kinds of things back and forth. But by the time that meeting was
• 15:17
  done, in fact, during one stage in the meeting, my mom just
• 15:20
  tapped my knee and she made that hang signal like it's time to
• 15:25
  move. And at that point, I was able to
• 15:29
  now suggest certain things, say we should do this point of
• 15:33
  action, blah, blah, blah, and everything just started taking
• 15:35
  shape. So anyway, OK, I guess that was
• 15:42
  the wrong example to use because that's more of a personal thing
• 15:46
  and this is a business podcast. But I'm just trying to show you
• 15:50
  how indirect communications is something that we have to deal
• 15:55
  with, especially those of us who are much more modern minded when
• 15:58
  it comes to doing business over here.
• 16:00
  Also, one moment. OK, 15 minutes.
• 16:04
  So let me bring it to a close. I'm trying to make sure that
• 16:07
  podcast episodes don't drag on for too long.
• 16:12
  So, yeah, so indirect communications, unfortunately
• 16:15
  something we have to deal with in Nigeria, of course, depends
• 16:18
  on whether in a simple context, simple sales context, the
• 16:23
  complex sales scenario, those sorts of things.
• 16:26
  Then respect for hierarchy. Also something that I mentioned
• 16:29
  yesterday, in your communications, in your e-mail,
• 16:31
  in your phone call, in your letter writing, in your proposal
• 16:33
  writing, consider the seniority of the person, the person's
• 16:37
  position, the person's sex, the person's marital status is the
• 16:42
  person in chief. You know, consider all those
• 16:45
  things when you're sending the e-mail and all these sorts of
• 16:48
  things because you don't want to end up taking taking people off
• 16:51
  for the wrong reasons. There's something that's
• 16:52
  happened to me before. My mom wanted me to drop off
• 16:56
  something with a business associate of hers a long time
• 16:58
  ago, back when I was a teenager and learning how to drive.
• 17:01
  And of course, then any excuse to drive was, I mean, not
• 17:04
  looking for any excuse to drive. So she's like, here, take the
• 17:07
  car keys, drive to the island, drop this thing off with this
• 17:10
  woman, this and this. And this is what we're working
• 17:12
  on. And please, when you go there,
• 17:14
  you are to address this woman as Doctor, Missus engineer.
• 17:19
  So, so, so, so, so, so, so, so. I said, OK, yeah, sure, sure,
• 17:21
  sure, sure, sure. No problem.
• 17:23
  And I took the keys. I didn't pay attention to my
• 17:24
  mom. I took the thing, drove to the
• 17:26
  island. Then I called.
• 17:28
  And when I was outside the gate, so hello, please.
• 17:32
  Is this Madam? So, so, so, so.
• 17:33
  She says yes. So OK, I'm here from Benedictal
• 17:36
  party. The message Something,
• 17:37
  something, something. OK, come in.
• 17:38
  And I come in and then I greet the woman again the same way
• 17:41
  I'll greet my other mom's friends, the whole thing of oh,
• 17:44
  good afternoon, my lovely home, everything and whatnot.
• 17:47
  And this woman stopped me sharp in my tracks and she said, young
• 17:50
  man, I am doctor, Miss engineer something, blah, blah, blah,
• 17:55
  blah, blah. I said, oh, I'm sorry, man.
• 17:57
  That was my first experience of that sort of thing.
• 18:01
  It happens in this part of the world.
• 18:02
  So pay attention to hierarchy. So consider seniority, position
• 18:07
  and all those other other stuff. It might seem excessive to some
• 18:14
  of us who grew up with a much more modern mindset.
• 18:16
  Or for some people in this part of the world, it is important
• 18:18
  that you call the person Chief Pharmacist Okoro and you don't
• 18:22
  just say, oh, Mr. Okoro, how are you or Mr. Okoro, good morning,
• 18:26
  how's the family? OK, so let me move on because I
• 18:29
  think that's simple enough. Yes.
• 18:31
  Now respect for hierarchy. Now, there's also a reverse
• 18:34
  aspect of looking at this sort of thing.
• 18:37
  It also helps in this part of the world if you show courtesy,
• 18:40
  if you show respect, if you show politeness and if you show
• 18:43
  regard to gatekeepers, secretaries, security guards,
• 18:48
  underlings, case officers, clerks, admin officers, whatever
• 18:52
  it is you want to call them. Respecting these people will go
• 18:55
  a long way because in this part of the world, these sorts of
• 18:59
  people are ignored. You just brushed by the
• 19:02
  secretary. Hey, good morning.
• 19:03
  How are you, Sir? Is Ogar Chukudin, Tell him that
• 19:06
  Chief Chief George is here and just go all the way in and then,
• 19:10
  you know, the secretary just passes you in.
• 19:12
  But then if you show up and you're nice to the security
• 19:15
  guards and to the secretaries and stuff like that, it goes a
• 19:19
  long way. It makes your visits a lot
• 19:22
  smoother. The number of hoops you have to
• 19:24
  jump through reduce because you've been nice to these sorts
• 19:27
  of people. And I've said time and time
• 19:30
  again on the podcast that back in my wedding photography days
• 19:32
  and my event photography days, this is something that I took
• 19:34
  advantage of. So it didn't matter what we were
• 19:37
  covering. Even back when the vice
• 19:39
  president was going to be at, it was a British Council program.
• 19:44
  The vice president was going to be at Ventures, Ventures
• 19:48
  Incubation Park in Abuja. And I didn't, for me, I had no
• 19:52
  hassles about it 'cause I've been there a bunch of time or
• 19:55
  school with the security guards. So I just went there a day ahead
• 19:59
  and say, hey, Bros, how now? How are you doing this VP
• 20:02
  program? I'm coming tomorrow.
• 20:04
  So I beg you guys, keep an eye out for me.
• 20:06
  You know, that sort of thing. And I showed up and I was able
• 20:09
  to get entry quite easily. So when I was doing the training
• 20:13
  for the media team in the British High Commission was one
• 20:16
  of the things that they complained about like this is
• 20:19
  the event I'm trying to get in, security is being an ass, blah,
• 20:22
  blah, blah. You know, these are the reasons
• 20:24
  why in this part of the world we don't pay attention to these
• 20:26
  sorts of people, and so they react accordingly.
• 20:31
  So if you've been nice to a security guard, to a secretary,
• 20:33
  to a gatekeeper, to a clerk, to an admin officer, to a whatever,
• 20:37
  it doesn't have to be something complicated.
• 20:39
  Just remembering the person's name and how are the children or
• 20:42
  something, you know, you seem different.
• 20:44
  You're not trying to blow past them.
• 20:45
  So respect, politeness, flattery, whatever you want to
• 20:50
  call it in the opposite end also takes you a long way as well.
• 20:54
  Sometimes this is the thing. Sometimes this is a solution to
• 21:00
  making sure that your file in quote You know when you're
• 21:02
  trying to do things with the civil service.
• 21:04
  Sometimes this is a solution to making sure that your file does
• 21:07
  not disappear. You haven't been nice to the
• 21:09
  people who you consider to be underlings.
• 21:12
  Your file will conveniently disappear until your attitude
• 21:16
  improves your attitude in quote. So be nice to these people.
• 21:20
  Your file will not disappear. Your communications will go
• 21:23
  through and you will find that whenever you stop by the office
• 21:26
  and you want to see Olga, you'll be surprised that you'll be
• 21:28
  ushered in to see Olga a whole lot more than other people are.
• 21:33
  Then there's a whole thing of use of proverbs and idioms.
• 21:36
  Yeah, you can can take that into account, but as if you know the
• 21:40
  lingo enough, well, even if you're a foreigner and you try
• 21:44
  and you get it wrong, at least it will be.
• 21:50
  At least it will be. What's the word?
• 21:52
  People find it endearing, Like, oh, OK, at least he's trying.
• 21:56
  So yeah, try. But only do this for
• 21:59
  interpersonal communications. Don't do proverbs and idioms
• 22:02
  when it comes to e-mail proposal, written reports and
• 22:05
  those sorts of things. So you can use interpersonal
• 22:08
  proverbs and idioms, you know, to build rapport.
• 22:11
  So instead of saying worst case scenario, you know, you can say
• 22:14
  last last, you know, for instance, you know that that
• 22:18
  boner boy song, yeah, last, last everybody, everybody go chop
• 22:21
  breakfast. So last last worst case scenario
• 22:23
  is something worst case scenario, you say last, last
• 22:25
  everybody understands what you're trying to say.
• 22:28
  Then if you're talking about OK, which other one?
• 22:32
  OK, let me use which other one. OK, go collect.
• 22:35
  So when you say somebody go collect or you say the person
• 22:37
  will chop breakfast, it just means the person is going to get
• 22:39
  his just desserts. So you use all these kinds of
• 22:43
  lingo, like with Nigerians of a certain age, for instance, like
• 22:48
  my own age, if you were to say somebody was a bad guy or a bad
• 22:51
  girl, it doesn't mean that the person has done poorly, it means
• 22:53
  that the person is highly competent.
• 22:55
  So if you say arching Irish, she's a bad girl as you forget,
• 22:58
  you know. So within a certain context,
• 23:00
  that means she's highly competent.
• 23:02
  And if you say Coonley is a bad guy, it means that he's an
• 23:05
  assassin. He's very competent, you want
• 23:06
  the job done, you give him a call.
• 23:09
  But remember, if you're going to use proverbs and idioms, all of
• 23:12
  this is not for written communications, it is not for
• 23:14
  official communications. Then translation of marketing
• 23:18
  collateral into local languages, that is also something we need
• 23:22
  to take into account, especially for those of you that are trying
• 23:25
  to sell on behalf of national organisations or multinational
• 23:28
  organisations. And I've spoken about how
• 23:32
  there's a case study of Nine Mobile try to 9 mobile, not to
• 23:37
  what do you call them mobile national mobile carrier try to
• 23:40
  penetrate the northern market in Nigeria and how their radio
• 23:43
  campaigns for the north had to be segmented.
• 23:46
  So the campaigns that ran in Kano were not the same that ran
• 23:49
  in Kaduna and stuff like that because of local variations in
• 23:52
  Hausa. So these are some of the things
• 23:54
  that you ought to pay attention to as well.
• 23:56
  So yeah, over 20 minutes. Let me bring it to a close.
• 23:59
  Please hold on. WhatsApp phone number is 0806466
• 24:03
  2140. Country code is +234.
• 24:06
  Connect with me on WhatsApp because I love talking to you
• 24:08
  guys. Then also connect with me on
• 24:10
  WhatsApp. My name is Tavishima Ayede, I'm
• 24:13
  the host of the show. You can confirm the spelling of
• 24:15
  my name and my e-mail address from the link.
• 24:17
  We're currently listening to this episode, so thank you very
• 24:19
  much for your time and attention.
• 24:20
  I'll catch you guys at the next episode.