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Building Relationships, Not Just Closing Deals... · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:02
  Hello and welcome to Introduction to Sales, a
• 0:05
  beginner's Guide. I am your instructor, Tavish IMA
• 0:08
  Ayede. I'm a sales coach and a business
• 0:11
  growth broadcaster and a public speaker.
• 0:14
  Today we're going to continue looking at the different types
• 0:17
  of sales roles and industries and it is still a part of the
• 0:23
  module. One on sales fundamentals.
• 0:27
  The last time we looked into simple and complex sales
• 0:31
  scenarios and today we're going to examine deeper the
• 0:35
  implications for this distinction, why we make a
• 0:39
  distinction between simple sales scenarios and complex sales
• 0:42
  scenarios. In case you haven't figured it
• 0:44
  out, if you haven't listened to the introductory episode, that's
• 0:48
  the prior one before this, you should listen to it or a whole
• 0:51
  lot of things here might not make sense.
• 0:54
  Now, when you're dealing with complex sales scenarios or
• 0:57
  complex sales context or you're trying to sell complex products,
• 1:02
  you're usually dealing with longer sales cycles.
• 1:06
  So if you're trying to sell the commodity like groundnuts or a
• 1:08
  goosey, you can close the sale very quickly in two to three
• 1:12
  minutes, maybe five. If you're trying to sell
• 1:15
  something like a car, for instance, or a house, you should
• 1:19
  expect that the sale cycle is going to last you a couple of
• 1:22
  days, a couple of weeks, maybe a couple of months.
• 1:26
  A sales cycle is how long it takes a business deal to close
• 1:29
  from the moment when the customer reaches out to you to
• 1:32
  when you guys sign on the dotted line or when the customer makes
• 1:37
  a transfer for the purchase. Another implication when you're
• 1:42
  dealing with complex sales or complex products or complex
• 1:45
  scenarios is that to sell in those situations, you have to be
• 1:49
  consultative. You can't just tell people this
• 1:52
  is the greatest, this is the best, take it or leave it.
• 1:55
  You actually have to pretend to be a doctor or an accountant.
• 2:00
  You have to be pretend to be some sort of a professional and
• 2:03
  you have to ask questions. Because before you can say that
• 2:07
  this kind of house is the best for someone or this kind of car
• 2:12
  is the best for someone, you actually have to ask questions
• 2:15
  to know what their preferences are.
• 2:17
  You need to know, is this person a family man or a family woman?
• 2:21
  How many rooms are they looking for in the house?
• 2:24
  Do they want to buy the house so that they can live in or do they
• 2:27
  want the house to be part of their investment portfolio?
• 2:30
  These are the sorts of questions that you have to ask before you
• 2:34
  can make a recommendation for them to buy this house over
• 2:37
  another kind of house. You can see that in this case,
• 2:40
  you are being consultative. You're not saying this is the
• 2:43
  brightest, this is the best, this is the newest, this is the
• 2:46
  cheapest buy. You have to be consultative.
• 2:50
  And it's the same when you're trying to get people to buy a
• 2:52
  car. You have to try and get under
• 2:54
  the skin of the man or the woman who is talking to you about
• 2:58
  buying the car. You want to figure out if
• 3:00
  they're looking for status or if you want to figure out if
• 3:03
  they're looking for something practical and if they're looking
• 3:07
  for economy. Those are the things that will
• 3:09
  determine whether you present a Toyota Camry to them or a Toyota
• 3:14
  Corolla or a Mercedes-Benz or AG wagon.
• 3:20
  So you have to be consultative. You have to ask all these sorts
• 3:24
  of questions. Then another thing that you have
• 3:27
  to consider when you're dealing with complex sales is that
• 3:31
  you're going to have to gain incremental commitments.
• 3:35
  When it comes to simple sales scenarios or commodities.
• 3:39
  You can get the deal done on the spot, but for complex sales you
• 3:44
  have to think in terms of smaller commitments.
• 3:47
  So back to the house selling example.
• 3:50
  The first commitment might be finding out if the person is
• 3:53
  interested in having a meeting where you go to the person's
• 3:56
  office or the person comes over to your own real estate firm so
• 4:00
  that you can ask them a couple of questions.
• 4:03
  That is an incremental commitment.
• 4:05
  They have committed to a meeting.
• 4:08
  After that, another commitment could be site inspections where
• 4:12
  they go and they look at houses. Another commitment after that
• 4:17
  might be for them to make an offer on a property and you can
• 4:22
  see how things move from one small commitment to another to
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  another. It's the same thing with a car.
• 4:29
  If somebody reaches out to you from the Instagram handle
• 4:31
  because you sell cars, the first commitment might be to try and
• 4:37
  figure out if they're interested in buying the car first of all
• 4:40
  or not. This can happen over the chat.
• 4:42
  The next commitment can be to get them to come to the lot to
• 4:46
  look at a possible number of cars.
• 4:48
  Well, rather let me take a step back.
• 4:51
  The next commitment could be to get them in the chat to commit
• 4:55
  to certain makes or models or years of cars that they are
• 4:59
  interested in. At this stage, you guys will be
• 5:01
  sending pictures back and forth. After you have narrowed down on
• 5:05
  a couple of models that they might be interested in, then the
• 5:07
  next incremental commitment might be for them to come to the
• 5:10
  car lot, wherever your car lot is, so that they can test drive
• 5:14
  a couple of models so you can see how things are going to be
• 5:18
  moving forward in smaller increments.
• 5:20
  If you're dealing with simple commodities like bananas, a
• 5:24
  goosey or groundnuts, you have to close the deal in one step.
• 5:29
  The chances are if the person goes away from your stand now,
• 5:32
  the person is not going to come back to want to buy your yams or
• 5:36
  your groundnuts or your egucci. But if you are selling cars or
• 5:40
  houses, it is going to be through a series of incremental
• 5:43
  commitments. It is perfectly normal for the
• 5:45
  person to show up today for you guys to have a chat and for the
• 5:49
  person to leave and then come back later or make another phone
• 5:52
  call or send an e-mail. And then when you're dealing
• 5:56
  with complex sales, you're going to have more decision makers to
• 6:00
  consult with. If it's a simple sale like
• 6:04
  commodities that I've described, groundnuts, a goosey yams, you
• 6:08
  are typically dealing with the person who is standing directly
• 6:10
  in front of you. But for complex sales, the
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  person might have to discuss with his husband, a wife, a
• 6:17
  lawyer, mother-in-law, father-in-law, pastor, any other
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  kind of stakeholder or Co decision maker that the person
• 6:27
  needs. So chances are somebody is not
• 6:30
  going to buy an expensive house without consulting with their
• 6:33
  spouse, except if they're so rich that the amount of money
• 6:36
  involved is a rounding error and is something is significant to
• 6:40
  them. But for the average customer
• 6:42
  they are going to deal with, they're not going to buy a car
• 6:45
  or a house without consulting with the spouse.
• 6:48
  The husband will want to know the wife's opinion before he
• 6:50
  buys the car. The wife want to know the
• 6:53
  husband's opinion if they're buying it as investment
• 6:57
  property. The husband will definitely want
• 7:00
  to know the wife's opinion if he's buying the house so that
• 7:04
  they can live there and raise a family together.
• 7:07
  So there are more decision makers that you have to consult
• 7:09
  with. It is not just one person that
• 7:11
  you have to discuss with before you close the deal.
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  So for simple sales scenarios, on the other hand, the converse
• 7:21
  is the case. It's going to be a short sale
• 7:24
  cycle. You can agree to buy the thing
• 7:26
  today, maybe tomorrow. The negotiation taxes are going
• 7:29
  to be sharp. You tell the people to either
• 7:31
  take it or leave it, and they will decide now whether they
• 7:35
  want it or not. There's going to be very little
• 7:38
  need for multiple meetings. You show up one or two times and
• 7:41
  you buy. Decisions are most likely going
• 7:43
  to be made on the spot. There's going to be very little
• 7:47
  need for any back and forth and you probably are not going to
• 7:50
  have to consult with too many people.
• 7:53
  So the reason why this is the key dynamic that we should be
• 7:56
  looking at when it comes to selling, are you in a simple
• 7:59
  sales scenario or a complex sales scenario is this is
• 8:02
  because this key dynamic determines how it is that you're
• 8:06
  going to sell. So it's not necessarily about
• 8:09
  what kind of role or industry that you're in, but it's about
• 8:13
  the context that you're in. So that determines whether you
• 8:16
  are going to be consultative and try and book multiple meetings
• 8:21
  and take things nice and slow and get by in, or whether you're
• 8:24
  going to go for sharp negotiation tactics and start
• 8:27
  pricing and get the person to buy it.
• 8:30
  Now in the next episode, we're going to look at details of
• 8:34
  sales roles and industries and you're going to see the
• 8:37
  interplay of simple and complex sales scenarios.
• 8:42
  Thank you very much for your time and attention.
• 8:44
  I will catch you at the next recording.