Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Debriefing for Growth: How to Turn Satisfied Customers into Repeat Business & Referrals
Transcript
- 0:01Hello and welcome to the show. Today is an out and about
- 0:05episode so I expect more noise than usual and that's because
- 0:08I'm actually outside a Mamaput. Now some of you might be
- 0:11wondering what am I doing outside of Mamaput and that is
- 0:14because I'm outside the American Embassy.
- 0:18No, I'm not trying to Jack my anytime soon, but I'm helping a
- 0:23friend sort a couple of things out and you know how it is when
- 0:27you know, Nigerians always keen to run away from their country
- 0:30and stuff like that. So you know, when we go to these
- 0:33foreign embassies, there's no nice place for us to wait
- 0:37inside. So the rest of us will have non
- 0:40embassy, non diplomatic, non whatever related issues.
- 0:43We have to wait outside. And unfortunately the Mama boat
- 0:46is the most comfortable place over here.
- 0:49So I've had my breakfast, I had some my current Fanta and I
- 0:53think I'm good to go. So let me just make a quick
- 0:55recording while I wait on my, what's the word?
- 1:01No, not benefactor. When you're trying to help
- 1:03someone else, you are the benefactor.
- 1:05The person you're trying to help is the, I don't know,
- 1:08beneficiary. Yeah, I think beneficiary.
- 1:10So why wait for my beneficiary? I hope I use the terms
- 1:13correctly. So we're going to continue the
- 1:17conversation that we started yesterday on how to handle the
- 1:20customer debriefs. And if this is your first time
- 1:23of listening to the show, the reason why we're going to look
- 1:26at how to handle customer debriefs, it's because the
- 1:28debrief or the post OP, you know, the post events, the post
- 1:35whatever is essential to getting repeat business and referrals.
- 1:39So you can't get someone to come and do business with you in the
- 1:42future or send their friends, their family members and
- 1:45associates to come do business with you if you're not sure that
- 1:49everything went according to plan and that they are happy
- 1:52with the service that you provided.
- 1:54So if you provided service for someone of service or or a
- 1:58product for someone and you think you did a correct job, you
- 2:01think you did a bankrupt job, like you are spot on, you are on
- 2:03point. But if the person thinks you did
- 2:0750% doesn't change the fact that the person thinks you did 50%
- 2:12even if you give yourself 120%. So the chances that the person
- 2:16is going to refer you are slim. So we're better off trying to
- 2:19figure out like Mommy, I thought everything was on point, Olga, I
- 2:23thought this was on point, Where did we go wrong, blah, blah,
- 2:26blah. Have that whole conversation
- 2:27first before you can now say like, oh, Odogu, I noticed that
- 2:31you're connected to chiefs or so.
- 2:32So and so, you know, can you make an introduction?
- 2:35So these are the sorts of things that we have to handle first of
- 2:38all, before we get people to come and do business with us
- 2:40again and before they refer business to us.
- 2:44So it's called different things according to different
- 2:46industries. I just said the client debrief,
- 2:52some people in medical circles, it's called, I think it's called
- 2:55the post op. You know, you have the post
- 2:57operative conference. So you're done with the surgery.
- 3:00You sit down with the clients. You know, Madam, this went well.
- 3:02I got this went well. You know, we removed your kidney
- 3:05and blah, blah, blah. And you know, the appendix is
- 3:07fine and this and this and that and that.
- 3:09So it's called different things according to different whatever,
- 3:13but you get the point. After you have done this thing,
- 3:17you guys have to have that sit down where you have the
- 3:19conversation to try and figure out did everything go according
- 3:22to plan, What could you have done better?
- 3:24All those sorts of things. Now, how should you have this
- 3:27client debrief? In my own personal opinion, I
- 3:31would advise strongly that you have this client debrief.
- 3:35You do it informally, you also do it casually, You also do it
- 3:39conversationally. Now, the reason why I'm
- 3:43advocating for this is because the Nigerian thing at the moment
- 3:46seems to have a formal exit questionnaire.
- 3:49You know, you have a clipboard and boxes and they're asking
- 3:52people questions and ticking on the boxes or you hand over the
- 3:54questionnaire to them and then they tick the boxes.
- 3:57How happy are you? 0, I'm not happy.
- 4:00Five, I'm exceptionally happy. Three, I was somewhat happy but
- 4:04also somewhat disappointed, you know, things like that.
- 4:07And it also is Nigerian thing to have review forms.
- 4:11So after the events, after the service, after the whatever, you
- 4:16scan the post code or you send them a Google doc or something
- 4:19and they do the same thing. It's essentially the same thing
- 4:21as a exit questionnaire or a post, whatever questionnaire or
- 4:25a satisfaction survey. The only difference is just that
- 4:27this thing is now done online now.
- 4:31So excuse me now, these options are not bad.
- 4:35I repeat the exit questionnaire, the online forum, the Google
- 4:39this, the whatever thing, the satisfaction survey, these
- 4:44things are not bad. So if you're doing that already,
- 4:48yeah, kudos then. Plus to you, the problem is
- 4:51because it is a very formal thing and because the terms are
- 4:56fixed. So excuse me, you're not going
- 4:59to be able to get the most amount of information that you
- 5:01can if someone was sitting down and the person was just vibing
- 5:05with you. Now, let me give you an example
- 5:08since I come from the wedding space, that's where I started
- 5:11off my entrepreneurial journey. It is not uncommon that we
- 5:15wedding vendors do something that take off family members.
- 5:18Like back when I was a wedding photographer, there was
- 5:21something that I did back then, I used to carry my, I used to
- 5:26carry a lot of gear on me. So I'd have my two DSLRs, my two
- 5:29cameras, one on the left, one on the right.
- 5:31And then I also had my rucksack. No, not rucksack.
- 5:34What's this thing called? You know, this bag, like
- 5:36secondary school kids, they put on on your back.
- 5:38And then I had my extra lenses and stuff like that.
- 5:41So there's this particular wedding where I was trying to
- 5:43get it shot. I was angling in the bad way.
- 5:45And then my, what's it called? My rucksack, the bag was hanging
- 5:49on the back. It knocked off a woman's Gilly
- 5:53and Omar was upset. And, you know, as a young
- 5:55photographer back then, So in my own opinion, I'm like, ah,
- 5:57Madam, I knocked off your Gilly. So like, what's the big deal?
- 6:00You know, and I just, I say sorry, man.
- 6:02Then I continued, But it was clear to everybody that, you
- 6:05know, when I said sorry, man, I was just saying sorry, man for
- 6:08the sake of being polite. Now, unfortunately for me,
- 6:11Madam, who's Gilly I knocked off, turned out to be one of the
- 6:14big aunties of the bride. So these are just some of the
- 6:18things that we wedding and event professionals do, like we take
- 6:22off family members and we don't know.
- 6:23And So what could have been an otherwise stellar service, what
- 6:28could have been an otherwise stellar ServiceNow turns out to
- 6:31be a a situation where, you know, family members, respected
- 6:35family members have significant complaints.
- 6:38So you might think your wedding photographer did a spot job as
- 6:41in like the girls on point. But if all your aunties say that
- 6:44this young man is a rude twat, then you know, kind of colours
- 6:47the perception at the end of the day that yeah, the photos were
- 6:50nice, but you were a rude twat. Now if you do a job for someone
- 6:55and you were indeed a rude twat, there is no box on the exit
- 6:59questionnaire on the online forum on the whatever for you to
- 7:02say, for the person to say you were a rude twat or to take that
- 7:07one of your employees was a rude twat.
- 7:10Some people might have a box where they say click other or
- 7:14click employee dissatisfaction. That does not convey the gravity
- 7:19of how rude a twat you were or how rude a twat your employee
- 7:23was. This whole thing of you were a
- 7:26rude twat or your employee self as in you know, the ampies were
- 7:31smelling or whatever. These sorts of things only come
- 7:34out through conversations when you show up and like, hey,
- 7:38what's up? How's the bride?
- 7:39I hope you guys love your photos, blah, blah, blah.
- 7:41I want to be sure that everything went OK and the bride
- 7:43says it was OK Shah, it was OK. How you didn't love the photos.
- 7:48I love the photos OK, but the way you're hesitating like I can
- 7:51tell something is wrong, just level with me, my person.
- 7:54What happened? What happened saying well, you
- 7:56know, there was one time my auntie said this.
- 7:59You knocked off her Gilly the way you spoke to her.
- 8:01You were even arguing with my in laws and blah blah blah.
- 8:05You know this was not good. Now you know, see that kind of
- 8:09thing will come out in a simple informal, casual conversational
- 8:13thing is there? You can now say I'm totally
- 8:15sorry. I didn't know it was a mommy
- 8:17sister. Oh, I'm sorry.
- 8:19Now you know I was under pressure on it to get that kiss.
- 8:22Oh, I'm sorry. And this and this.
- 8:23And you know, you can talk this thing over.
- 8:26You send a Google, a Google Sheet, a Google, whatever.
- 8:30She'll feel it. But there's no box to say you
- 8:33are a twat. And because there's no box to
- 8:35say you are a twat, you don't know what to say sorry for.
- 8:38And you don't know how to improve your twittering in the
- 8:42future or improve your what's the word?
- 8:45It's a word like idiocy or Edo. I know you get the point.
- 8:50So that's the reason why I say it is best to have these
- 8:53conversations informally, casually first.
- 8:57Pick up the phone, go to their office like you should be
- 9:00sitting down one-on-one or you know, Zoom call or something.
- 9:04Have this conversation first. You can now send the formal
- 9:07whatever later. I know that does create some
- 9:10problems. If you work for organizations
- 9:12like let's say the British Council, for instance, provide
- 9:15media services for them through the, because I still have the
- 9:19photography company, I just don't shoot weddings anymore.
- 9:22So yes, with the British Council and those kinds of
- 9:25organizations, everything is excessively formal.
- 9:28So it is online link, Tick this box, fill out this SurveyMonkey,
- 9:36do this, review this, you know, everything is formal, formal,
- 9:39formal. So unfortunately, if you work
- 9:41for those kinds of organizations, I'd say, you
- 9:43know, go ahead and do the formal thing.
- 9:45It still doesn't stop you really from having a formal
- 9:47conversation first after it is out what all the issues are you
- 9:52now say, OK, you know what, I've heard everything you said.
- 9:56I'm really sorry. I'll take responsibility.
- 9:58I'll try and solve this, this, this and this.
- 10:00But please, I beg. No Vex Margas says that we
- 10:02should be filling out all these form or whatever.
- 10:05So please, I beg, I'll still send you the link so you can
- 10:07fill it out. But this thing that you've told
- 10:09me about the twat on our team, I will handle it.
- 10:12I would, I take full responsibility.
- 10:13I will handle it myself to make sure this sort of thing doesn't
- 10:15happen again. So how should we handle it?
- 10:19That's the reason why I say informal, casual,
- 10:22conversational. You know how we Nigerians can
- 10:24be, if it's informal, they will talk and they will talk very
- 10:28well and you will hear everything.
- 10:30If your employees, if they smell, that's where you hear it.
- 10:33If your employees can't speak good English, that's where you
- 10:35hear it. If you suspect, if they suspect
- 10:38that your employee may have stolen somebody's mobile phone,
- 10:40that is where you will hear it. But if you do all this formal or
- 10:44whatever, you know, Nigerians are polite, you know, they're
- 10:47just feel the thing, but you're not going to get to the root of
- 10:50what it is that is going on. So if it's casual conversation,
- 10:52you're going to get honest feedback.
- 10:54You're also going to be able to press in where something is
- 10:57unclear. So remember the example that I
- 10:59gave about where the bride says, yes, I was happy with the photo
- 11:02of Shah on the form. If the person thinks, if the
- 11:06person takes option three, I was happy, but somewhat not happy.
- 11:10You don't, you can't dig in. But when somebody says I was
- 11:14happy, Sha, you're there. You can see the face, you can
- 11:18hear the tone. You know that there's something
- 11:20it is. Then you can press and say,
- 11:22sister, this one, they said I'm not really happy.
- 11:24I'm not really happy with that. In fact, because you're my
- 11:26personal person, I will sit here today, even if it takes two
- 11:30hours. I'm not leaving here until I
- 11:31figure out exactly what was the problem, what is it that I did
- 11:35wrong or what did my staff do wrong.
- 11:36I know there's a problem. I won't leave here until you
- 11:38tell me because you're my person, so you can only press in
- 11:42for feedback. If it's casual conversational.
- 11:44The general talking points that you should be aiming for when it
- 11:46comes to the debrief is quite simple.
- 11:49You should be. The spirit of the conversation
- 11:51should be, I hope you're happy with XYZ, the product you
- 11:55received, the service you received.
- 11:58Another talking point, another general scope should be what do
- 12:02you wish we had done different with XYZ, with your product,
- 12:06with your service? I'm trying to avoid saying what
- 12:12do you think we did wrong? Because like I said, Nigerians
- 12:15are nice people. Somebody might not want to come
- 12:18out and say you sent ushers that had smelly habits to my event.
- 12:24That was wrong. So you know, the average
- 12:26Nigerian is not going to come out and say that.
- 12:28But if you say, what do you wish we had done better?
- 12:30You know, the person can now say, you know, next time Sha,
- 12:35you know, your manager should be around to check sanitation.
- 12:38You know, sanitation where was an issue because you're there,
- 12:42you can now press sanitation. Really that that what happened?
- 12:45I saw the uniforms. Uniforms are looking clean and
- 12:47the person says it's not the uniform now.
- 12:49Now it should be using when you are passing chamois and cooling.
- 12:52You didn't smell the the body odor.
- 12:54So excuse me, So you didn't smell the body odor, blah, blah,
- 12:58blah. You know, so that's all those
- 12:59things that come out. So just say what do you wish we
- 13:02did different? Another talking point, another
- 13:05scope is, you know, we are so sorry about XYZ because a time
- 13:09will come where somebody will say something bad, something
- 13:13negative. You're not to try and defend
- 13:15yourself. The response is always, oh, I'm
- 13:18sorry for XY and ZI take full responsibility.
- 13:21By the way, when you say I take full responsibility, it doesn't
- 13:24mean it was your fault. I take full responsibility just
- 13:27means I'm making sure that this thing is going to be resolved
- 13:33and I'm taking charge to make sure that this problem does not
- 13:36occur again. It goes a long way with most
- 13:40people and it goes a long way especially with Nigerians
- 13:44because in Nigeria we have a culture of impunity.
- 13:48People do what they want, they say what they want.
- 13:50Like if you're powerful and can get away with anything, like
- 13:52should be collected your money, you just collect your money and
- 13:54go. So actually there's a breath of
- 13:56fresh air when a vendor or a service provider or somebody
- 13:59says, oh, Sir, Madam, totally sorry that this thing happened.
- 14:04I will take full responsibility to make sure that we resolve
- 14:06this issue. So if you don't mind, man, I
- 14:08need to ask you a couple of questions because I have to
- 14:09figure out exactly what happened so that I can resolve this thing
- 14:13within the next one week. Man, is it OK?
- 14:15Can I ask you questions? I wish Madam will say, don't
- 14:18worry, it's OK. You know, mistakes happen.
- 14:22If you can't get any more details, no Allah.
- 14:24But then some people will say, Oh yes, I really appreciate this
- 14:27and they'll go ahead and they'll spill their guts out.
- 14:29Your job is not to defend. Your job is to take notes, be
- 14:32apologetic and take responsibility.
- 14:35Then another talking point, do you need any more help with XYZ
- 14:41said product or said service? That's the example that I gave
- 14:44yesterday with the sale of exercise equipment, exercise
- 14:47bikes. You know how in most Nigerian
- 14:50households, Well, not most Nigerian households should I say
- 14:54middle income households, middle income, upper income households,
- 14:57You know, we all have that family member.
- 14:59In fact, it might even be you listening to the show.
- 15:01There's an exercise bike in your house.
- 15:03It's been there seven years, 10 years, nobody has used it.
- 15:06You know, you, you guys now use it as an ironing rack.
- 15:08You iron the children's clothes or you iron your clothes for
- 15:11tomorrow and then you hang it there.
- 15:13So these are good talking points.
- 15:17Do you need any more help with XYZ if you sell these sorts of
- 15:20equipment? If you want fuller details of
- 15:22what I'm talking about here, just listen to the prior
- 15:24episode. And that was an example that I
- 15:26fleshed up. So these are just some of the
- 15:28general talking points that we can go on during the debrief.
- 15:33What we're trying to figure out is what went right, what could
- 15:37have been done better, what went wrong, What can we do to improve
- 15:41the service? Because we have to finish all
- 15:44these things first before we can now say, or can you give me the
- 15:49number of your bridesmaids? Because you as a wedding
- 15:51photographer, you want to follow up on some of the bridesmaids.
- 15:54You notice that one or two are engaged.
- 15:55You want to see whether you can be the wedding photographer.
- 15:58So it's only after you've had this conversation that it makes
- 16:00sense to say, oh, by the way, I noticed, can we just go engaged?
- 16:03Can you know, can I have a phone number?
- 16:06So. So summary.
- 16:10Yeah, before you ask for the ferral, be sure that they're
- 16:12happy. Be sure that there are no
- 16:14outstanding issues. Back to the wedding photography
- 16:16example, if you're asking for a referral when you've only
- 16:19submitted the album, you haven't submitted the frame or you
- 16:23submitted the frame, the bride didn't like the frame, you've
- 16:25got to change it. So that quarrel is still hanging
- 16:28and you're trying to get a referral.
- 16:30That's not the right time because we still have
- 16:32outstanding issues. Then also be sure that no
- 16:35unspoken misgivings, no unspoken issues and those sorts of
- 16:39things. So how to ask for referrals?
- 16:42The first thing is that you have to ask what the different
- 16:46formula or different formulae, OK, Formula should be one and
- 16:49formulae should be two, I think. Was it the other way that
- 16:52formulae is single and then formula is anyway.
- 16:57Yeah, you, you catch the drift. So the different formulae, let's
- 17:02assume that formulae is plural, but you have to ask after we've
- 17:07had the pleasant or some people say ask after any pleasant
- 17:11interactions. So like back in my selling
- 17:14financial product days, insurance people, they say that
- 17:17you can ask for the referral anytime.
- 17:20If you've had a pleasant meeting, you can ask anytime.
- 17:23That's OK because given that kind of service or that kind of
- 17:27product, you don't have hard deliverables per SE.
- 17:31So it's not like wedding photography where there's the
- 17:34moment of joy and elation where the bride opens our wedding
- 17:37album, you know, or let's see what else.
- 17:41Or if you're in the fashion space, you know, that moment of,
- 17:43you know, when the woman puts on the dress and she's looking fly
- 17:46and then she starts taking selfies when she goes for the
- 17:50wedding or whatever. So if you're the fashion person
- 17:53and you see the selfies, you now know that are correct based on
- 17:56how the woman is posing and how she's tweeting or talking about
- 17:58it, you know that that's good. So you can now call her up the
- 18:01day after to say, oh, Madam, I saw the pictures, you like your
- 18:04dress, blah, blah, blah. You know anybody in your office,
- 18:07you know, who needs a fashion designer, give them my number.
- 18:10You know, that whole thing. So, yeah.
- 18:12So I guess for financial services, you can ask anytime
- 18:15after a pleasant interaction. But for most people, the best
- 18:18time to ask would be after a delivery.
- 18:21That's for those of us who have physical hardcore deliveries.
- 18:25Then the words to use. For now, just keep it simple.
- 18:30Although I promise that I'm going to make a future episode
- 18:32where I'm going to go in detailed into referral, referral
- 18:37frameworks so that you can see what ideas are out there, you
- 18:40know, people who have come up with referral frameworks for
- 18:42their own. And, you know, let's just
- 18:44freestyle a bunch of those in the future episode.
- 18:46But for now, the most basic way would just be, you know, do you
- 18:50know anyone who XYZ? So you're done.
- 18:53The bride is happy. Back to the wedding photography
- 18:55example. She loves everything.
- 18:57She loves the frames. And you just ask, Yeah.
- 19:00So you know, anybody who's getting married anytime soon.
- 19:01And then you keep quiet and then you hear what they say.
- 19:04Some people say if you ask do you know anybody who that has to
- 19:08vague, it's too general, but you can get a better response when
- 19:12you ask the question who do you know that is getting married
- 19:16anytime soon? You know, so who do you know
- 19:18that is XYZ? Well, you get the whole point,
- 19:20you know, you ask then there are some people who say that for
- 19:24referrals to really pop to work, it helps if you've done some
- 19:28research or some scoping beforehand and you're asking
- 19:30about specific people. So in this case, I'm sure to ask
- 19:35the bride like she's happy with everything and they now noticed
- 19:38that oh, I noticed that Kami got engaged recently.
- 19:41I saw her wedding ring. You know, when we're talking
- 19:43earlier, there's no ring, but now I noticed the ring.
- 19:46So she got engaged recently happy.
- 19:48So yeah, it is true Cam they proposed to Kami was even during
- 19:51the barrel shower that the guy came and proposed and
- 19:53everything. Oh, it was wonderful.
- 19:54It was lovely, blah, blah, blah. You guys have a small talk and
- 19:57then there are people who say that you ask, you know,
- 19:59specifically now. So does Kami have a wedding
- 20:02photographer? Can I have a phone number so I
- 20:04can talk to her about being her wedding photographer, as he
- 20:07asked specifically? So there are some people who say
- 20:09that your referral strategy has to be that specific.
- 20:12You're done with this person. But you now have a sense of who
- 20:15it is that they know, you know, based on who they seem to be
- 20:17connected with in the office or connected with on LinkedIn.
- 20:21And then you asking specifically that.
- 20:23Oh, Odogu, you seem to be connected to Chief Linus.
- 20:28Yeah, me and Linus, we're very good friends.
- 20:30We went to Saint Gregory's College Orca in 1956.
- 20:36He said, oh, that's good. Oh, please, can I have Chief
- 20:41Linus phone number? I want to talk to him about
- 20:43this. This is and that that that
- 20:44project. So.
- 20:45OK, no problem. No problem.
- 20:47Well, let me talk to Chief Linus first.
- 20:49OK, Sir, no problem. When can I call you back and
- 20:52call me? Next week, You know, then you
- 20:54put it in your diary. Remember the conversation we had
- 20:56on CRM? Put in your diary, put it on
- 20:57your phone so you can call Odogo back next week to find out how
- 21:01far whether he has spoken to Chief Linus.
- 21:03So there are some people who say that your referral strategy
- 21:05should be that specific. Now give me a couple of days.
- 21:09I will look and see what else is out there about referral
- 21:15frameworks. I think we should dedicate a
- 21:17full episode to, you know, the whole philosophy and
- 21:20methodologies around referrals. But from a traditional sales
- 21:24point of view, you know, these are the ways that all school
- 21:26sales people will go about it. But there has been some
- 21:29development in the space. There are people who are
- 21:31studying referrals specifically and who say that this is the
- 21:34best way to go about it. That is the best way to go about
- 21:36it. So we'll have a future episode
- 21:37to deal with that. So since we're 20 minutes over,
- 21:41let me bring this to a close. Thank you very much for your
- 21:43time and attention. My name is Tavis Shimaidi, I'm
- 21:47the host of the show. So excuse me, the host of the
- 21:49show. Please connect with me on
- 21:52LinkedIn. If you want to figure out the
- 21:55spelling of my name, just check the link.
- 21:57We're listening to this episode. My e-mail address is going to be
- 22:00there as well. Then connect with me on
- 22:01WhatsApp. The phone number is 08064662140.
- 22:07The country code is +234. For those of you who are not
- 22:09Nigerian, thank you very much for your time and attention.
- 22:12I'll catch you guys at the next recording.
- 22:14Hopefully I won't be outside a Mamaput.
- 22:19Which reminds me, I had a car and Fanta for breakfast.
- 22:22I think I might take this woman up on her offer for Indo me.
- 22:26My wife doesn't like it when I ate in public, but I'll just
- 22:29give it a shot. If I end up in the toilet after
- 22:31this Indo me, I'll let you guys know.
- 22:33So yeah, I'll catch you guys at the next episode.