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Are You an Aggressive Marketer? Finding Your Marketing Sweet Spot · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. It's available on YouTube, Apple
• 0:04
  Podcast and Spotify, and I'm your host, Tabishima Aidi.
• 0:08
  Today is going to be a noisy episode because everyone is
• 0:11
  home. It's a weekend and so I expect
• 0:12
  to hear some noises in the background then.
• 0:14
  Plus, I'm not in my audio booth. If you'd love to connect and
• 0:18
  explore opportunities with me, then call me on 08064662140 or
• 0:25
  WhatsApp me on the same number. The country code is +234.
• 0:28
  For those of you who are not Nigerian and for social media,
• 0:31
  you can connect with me on LinkedIn.
• 0:34
  Today we're going to be tackling the question, are you an
• 0:38
  aggressive marketer And this is the scenario.
• 0:41
  There's an Abuja based female entrepreneur who is in her late
• 0:44
  20s and she's into event planning.
• 0:47
  She also does. She also works for a startup and
• 0:51
  they sell IT educational material.
• 0:55
  What the startup is trying to do is they're trying to bridge the
• 0:58
  gap in Nigeria when it comes to tech talent because it's not a
• 1:01
  secret. Everybody knows, well at least
• 1:04
  everybody in the international community knows that if you're
• 1:06
  looking for prime IT talent, you're looking towards India,
• 1:10
  you're looking to other parts of the world, you're not looking
• 1:12
  necessarily to Nigeria, which is quite a shame because everybody
• 1:15
  looks to us when it comes to doctors.
• 1:19
  Let's see what else, Undersea drilling, you know, all those
• 1:23
  sorts of things. So we have talent in all kinds
• 1:26
  of fields. When it comes to IT, people just
• 1:28
  look towards India, you know, they just bypass us completely.
• 1:31
  And I've heard that people now also look to Poland and they
• 1:35
  also look to Malaysia, but not Nigeria.
• 1:38
  So of course, there are people who are in the IT and tech space
• 1:41
  who are concerned and are trying to do what they can to make sure
• 1:44
  that we have, you know, an environment that gets young boys
• 1:48
  and young girls involved in tech at an early age.
• 1:50
  So that this can be one of our service exports in the future.
• 1:53
  So that when people are thinking of outsourcing work, they can
• 1:56
  look at Nigeria as well. So she's involved with the
• 1:59
  startup and that is what the startup is into.
• 2:03
  So today we're going to be tackling the question if she is
• 2:06
  an aggressive marketer and by extension, we'll try and see if
• 2:09
  you are also an aggressive marketer.
• 2:11
  So of course, if you're an aggressive marketer, we're going
• 2:13
  to see what we can do to pull things back and well, I guess
• 2:18
  all around tackle the question is being an aggressive marketer,
• 2:20
  is that even a bad thing? What does it mean to be an
• 2:23
  aggressive marketer? So before we get into the
• 2:25
  questions, let me just do some listener shout outs because I
• 2:27
  haven't shouted out anyone in a very long time.
• 2:30
  And today we're going to shout out Duru a Wuru Chuku Mecca.
• 2:34
  Sorry, forgive me. I know that I got that Duru part
• 2:37
  wrong. He reached out to me on
• 2:39
  LinkedIn. He's a documentary videographer,
• 2:43
  also used to do wedding photography while back.
• 2:47
  Currently a lecturer at UNN. That's the University of Nigeria
• 2:50
  Osuka, where he's lecturing in. What's he lecturing in
• 2:55
  programming? He lectures in programming at
• 2:58
  the Electronic and Computer Design department.
• 3:02
  So thank you very much Duru Ewuru Chuku in Mecca for
• 3:07
  reaching out. And I think he's the first Prof
• 3:10
  who is the listener of the show. I know you're not a Prof, but
• 3:13
  I'm just calling you Prof I call all my university people's
• 3:15
  profs. So he's my first university
• 3:18
  person on the show. And yeah, so thanks for
• 3:22
  listening to the show. The next is going to be Orlani
• 3:25
  or Michael. He's based in LAG in Lagos and
• 3:29
  he's a sales manager for a sporting equipment manufacturer.
• 3:33
  And we'll be having some interesting conversations about
• 3:36
  the sorts of things that he sells or he just had a newborn
• 3:39
  recently. So, you know, if any of you
• 3:42
  connect with him on LinkedIn or wherever it is.
• 3:46
  OK. No LinkedIn.
• 3:47
  That's the only place you can reach him.
• 3:49
  Yeah. Anyway, if any of you are in
• 3:50
  touch, let's say you heard about him over here on the podcast and
• 3:52
  you're congratulating him on the birth of his new baby.
• 3:56
  He is looking forward to blessings for all of us all year
• 4:00
  round. Those of us here would listen to
• 4:02
  the podcast. So those are the listener shout
• 4:05
  outs for today. Durei wuru Chukwuemeka, thank
• 4:07
  you for being our first Prof listener of the show.
• 4:10
  And then Orlani or Michael, congratulations again on the
• 4:13
  birth of your newborn. So now we're going to tackle the
• 4:17
  question, are you an aggressive marketer?
• 4:20
  And I've already told you the scenario, Abuja based female
• 4:22
  entrepreneur, late 20s, doing her thing, event planning.
• 4:26
  But in the meantime, she has, excuse me, she has a job with
• 4:30
  the startup and they're selling IT educational material, by the
• 4:36
  way. The way that she's going about
• 4:37
  it is something that I strongly recommend because for those of
• 4:41
  you who say I'm going to burn all my bridges, I'm going to go
• 4:44
  all in, you know, blah, blah, blah, all that jazz, it's nice
• 4:48
  if you have the financial runway.
• 4:50
  If you don't have the financial runway, let's be real here.
• 4:53
  Let's be realistic, You're going to need something to be paying
• 4:55
  the bills. In the meantime, you're going to
• 4:57
  need something for fuel, something for Internet,
• 4:59
  something for food, something for rent.
• 5:02
  So this whole burn my bridges, everything only plan A no Plan
• 5:05
  B. You know, it depends because you
• 5:08
  listen to all these white boys on podcasts and they say things
• 5:10
  like this and it sounds really good.
• 5:12
  But then look at the back of it. So Steve Jobs and what's this
• 5:16
  other guy Zuckerberg? They can do all plan A but no
• 5:19
  Plan B because there's a fall back option.
• 5:23
  You know, Bill Gates, Pop C was the one of the lawyers for IBM.
• 5:30
  So you can go ahead and do all this Plan A, but no Plan B
• 5:34
  because you're staying in Pop C's house and you guys are
• 5:36
  comfortable and Pop C is paying for things.
• 5:39
  So please in Nigeria, let's stop listening to all these things
• 5:42
  and then get carried away and everything.
• 5:44
  Burn the bridges, bond the boats, Plan A, no Plan B
• 5:47
  something, something. I mean, where are you going to
• 5:49
  get money to pay house rent? I mean, be real.
• 5:51
  How much money have you even saved?
• 5:53
  So actually what she's doing, some of you might say oh she's
• 5:56
  being non committal or something, but it's not being
• 5:58
  non committal. It's just being real here.
• 6:00
  You have some bills to pay. Now if you do not have bills to
• 6:04
  play, no problem, go all in. Shebi Apple started in Steve
• 6:10
  Jobs parents garage, which implies that there was a garage
• 6:14
  that they could work in rent free.
• 6:16
  So I rent free in the 1st place. So if you have that kind of
• 6:19
  setup, no problem with POPSY supporting you, no problem.
• 6:22
  If you have a spouse who's supporting you, no problem.
• 6:24
  If you saved up some income. In fact, if you can save like 2
• 6:27
  years worth of income before you burn on your bridges, no holler.
• 6:31
  But if you don't have any of these things, if you cannot
• 6:34
  answer these questions, how are you going to pay house rent, how
• 6:36
  you buy fuel, how you pay for transport, how you pay for food,
• 6:39
  how you pay for school fees, all these sorts of things, then I
• 6:43
  think this is the way to go. So you can be doing your thing
• 6:47
  on the side. Meanwhile, you have a full, a
• 6:49
  full time job. You know, you can't run it like
• 6:51
  that, but that's a podcast for another episode.
• 6:54
  So now this is the behaviour that she, she called aggressive
• 6:59
  marketing. Oh, by the way, when she said
• 7:00
  aggressive marketing, she called herself an aggressive marketer.
• 7:03
  She actually was quite proud of herself.
• 7:04
  And I'm actually proud of herself that she recognizes that
• 7:07
  what she calls aggressive marketing is not necessarily a
• 7:09
  bad thing. Now let's look at what the
• 7:10
  marketing behaviour is. She's always dropping Flyers at
• 7:14
  relevant events for her services.
• 7:17
  So if she's planning a wedding right now, she's aggressively
• 7:21
  dropping Flyers on every single table to promote her services as
• 7:25
  an event and wedding planner. If they happen to be at an
• 7:30
  educational event, then the Flyers that she's dropping is
• 7:33
  for the educational product. And you know, either way, you
• 7:37
  can see how she's running these things side by side.
• 7:39
  The Flyers for the educational products will help her meet her
• 7:42
  sales quota in this other job that she's doing, her full time
• 7:45
  job. And then every single time she's
• 7:47
  doing a wedding, she's dropping Flyers so that she can promote
• 7:50
  her wedding business. So that is what she called
• 7:52
  aggressive behaviour, which is as aggressive in a good sense.
• 7:56
  However, is this aggressive marketing behaviour?
• 7:59
  The answer actually is no, it is not.
• 8:03
  I prefer to call this proactive marketing or I prefer to call
• 8:06
  this assertive marketing behaviour.
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  And I insist, I'm not recommending, I insist that
• 8:13
  everybody should be doing this. But when you do it not think
• 8:17
  that this is aggressive, it's not.
• 8:19
  This is proactive marketing or assertive marketing behaviour.
• 8:23
  This is not technical time. This is just me coming up with
• 8:25
  stuff right here. Now, the reason why I want to
• 8:27
  correct this impression is this. When it comes to psychology and
• 8:32
  psycho, you know, all these psycho blah, blah, blah trades,
• 8:35
  these words aggressive, passive and assertive have very fixed
• 8:40
  meanings. But we just, you know, we just,
• 8:42
  they use the terms anyhow, especially in this part of the
• 8:44
  world. Now, aggressive, passive,
• 8:47
  assertive, these terms are hard to define, but if you look at it
• 8:50
  one way, you'll be able to, it'll be easy to understand it.
• 8:53
  Now let's look at it this way. People who are aggressive, they
• 8:56
  believe that them as in me like if I'm aggressive, as far as I'm
• 9:02
  concerned, my world view is me. I'm very important, but all of
• 9:05
  you, you people are not important.
• 9:07
  That is aggressive. The world view that me I'm
• 9:10
  important. I will do what I need to get
• 9:13
  shit done and I don't care who I run over in the end because the
• 9:17
  rest of you you guys are not important.
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  That is aggressive behavior. Me I'm important, you not
• 9:22
  important. Passive behavior, on the other
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  hand, is when me, I'm the subject now me, I think, oh, I'm
• 9:31
  not important, but you guys are very important.
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  So I'm doing everything to please you and I'm doing
• 9:37
  everything to to to, you know, caught your opinion of me.
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  And I'm doing everything to be of good standing in your eyes,
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  even if it hurts me and even if it's not convenient because I
• 9:51
  think I am not important. But then I think you guys are
• 9:53
  very important. That is passive behavior.
• 9:57
  I said it behavior is a 5050. It just recognizes that me, I
• 10:01
  have value, humor, you have value.
• 10:03
  So as I'm running my things, I normally have to be paying
• 10:07
  attention to what am I trying to do.
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  I also should be putting eye on what is this person also trying
• 10:11
  to achieve so that if I run it like that, we're both happy.
• 10:15
  That is assertive behavior. So aggressive.
• 10:18
  I am important and I don't give a hoot about you.
• 10:21
  That is aggressive behavior. Passive behaviour is oh, me, I'm
• 10:25
  so timid, I'm so demure. I'm so oh, whatever.
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  But you, you're the guy. You're very important.
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  Oh blah, blah, blah. That is passive.
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  Assertive is me. I have value.
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  I recognize that you might have value.
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  So let's sit down at the table and let's see how we can run
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  this thing so that you, you will get a cut.
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  Me, I will get a cut. That's assertive behaviour.
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  Assertive behaviour just recognizes you have worth.
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  The other person has worth. So if you're looking at one end
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  of the scale, only paying attention to yourself, that is
• 10:52
  aggressive. If you're due on the other end
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  of the scale, only paying attention to other people, that
• 10:57
  is passive. So you can see how I'm saying
• 11:00
  that if you're going about dropping flowers all over the
• 11:03
  place, you can see how it is not necessarily aggressive.
• 11:07
  You are just being proactive. And in fact, it is a set of
• 11:12
  behavior. So I've gone taking the time to
• 11:15
  go through all these just so that you guys can get the proper
• 11:17
  understanding of what these words mean.
• 11:19
  And please, you know, Nigerians, let's stop using all these terms
• 11:22
  anyhow. You know, any small thing on the
• 11:24
  Internet do say, I know this is aggressive.
• 11:25
  That is aggressive, aggressive sale tactics.
• 11:27
  Aggressive is aggressive. That like aggressive doesn't
• 11:31
  mean you're doing something that other people are not doing.
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  No, aggressive just means you're doing something regardless of
• 11:38
  how other people like it or they don't like it.
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  That is what makes it aggressive.
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  I mean, let me come to relationships so that maybe you
• 11:44
  understand properly. So a boy is toasting you.
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  You've told him no, but he keeps trying to toast you.
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  That is aggressive because the boy, he likes you and he wants
• 11:53
  you, but he doesn't care that you don't want him.
• 11:55
  That is aggressive. Passive is the boy is not the
• 12:03
  boy is not doing enough to caught your attention because he
• 12:06
  thinks you're too fine or you're too important or is intimidated
• 12:09
  by your beauty or intimidated by your brains or whatever.
• 12:12
  That is passive assertive is, you know, the boy knows what he
• 12:16
  wants and he's also paying attention to what you want.
• 12:19
  Somebody who is toasting you assertively would be paying
• 12:23
  attention to the fact of, you know, whether you're enjoying
• 12:25
  this or whether you're feeling this or not.
• 12:27
  If it reaches the stage where you say that you're not doing
• 12:30
  and everything, you know, that's the kind of person that can say,
• 12:32
  oh, OK, no, I'll not be forced. It's not by force.
• 12:35
  You can still be friends or whatever.
• 12:37
  So if you look at it from that angle, you should be able to
• 12:39
  understand aggressive, passive assertive.
• 12:42
  So these things have the proper technical meaning, and I've done
• 12:45
  my best to try and explain it. Now, dropping flowers at events
• 12:49
  is not aggressive, like I said, because it's not.
• 12:53
  It's not the kind of thing that most people are going to do.
• 12:56
  But if you're worried about whether you can fall into
• 12:59
  aggressive behavior, no problem. That just means that you're a
• 13:02
  decent human being. So there are a couple of things
• 13:04
  that you can do to safeguard yourself to make sure that you
• 13:06
  don't fall into aggressive marketing behavior because
• 13:09
  believe me, it can fall into aggressive behavior because
• 13:11
  we've all been in that situation where you're chilling in the
• 13:13
  mall, you want to watch a movie with your children, and then
• 13:17
  somebody comes and is trying to sell you Jack by travel package.
• 13:20
  You tell the person, no thank you, I'm not Jack by, but the
• 13:22
  person continues and continues and continues.
• 13:26
  Now I try to be polite. That's the reason why I'm
• 13:29
  engaging these conversations. My wife just takes the flyer and
• 13:32
  say, OK, thank you very much, you can go.
• 13:34
  And now as soon as a person walks away, she throws it in the
• 13:36
  dustbin. That's what my wife does.
• 13:38
  So yes, you can end up being aggressive.
• 13:41
  So there are a couple of things I have to be paying attention to
• 13:45
  now, only talking about dropping Flyers.
• 13:46
  So let's admit ourselves to that context.
• 13:49
  If you're going to drop Flyers, First off, you need to take
• 13:52
  permission from the event organisers.
• 13:55
  If you do not do that, you are going to get kicked out.
• 13:58
  I mean, this is Nigel. You might get away, drop a
• 14:01
  couple, but the other vendors will see you.
• 14:03
  They will not be happy because let's face it, as some of these
• 14:05
  things, especially at bridal shows, business exhibitions,
• 14:09
  people are paid 10s and hundreds of thousands to be there and
• 14:12
  they see you just dropping a flat anyhow.
• 14:13
  Of course, the one called the event organizer who called the
• 14:15
  bouncer and then you get kicked out because they will find you.
• 14:19
  Although some people think it's OK, let me do it because at
• 14:23
  least I can be inside the hall for like 1 hour before anybody
• 14:26
  realizes what I'm doing. So yes, there are people who
• 14:28
  take their chances but get permission from the event
• 14:31
  organizers, get permission from whoever it is so that you do not
• 14:36
  annoy anybody. So that's number one.
• 14:40
  If you're dropping flowers in school, make sure the class
• 14:42
  teacher knows or make sure the principal knows or make sure The
• 14:46
  Who else security officer, OK, I'm not sure but you get the
• 14:52
  gist. Then next thing relevant, you're
• 14:55
  going to be dropping Flyers. Make sure that it is relevant to
• 14:58
  the situation. If what you sell is Funeral
• 15:01
  services and this is a children's birthday, I can
• 15:05
  assure you that you going around and dropping your Flyers for
• 15:08
  Funeral services at somebody's 10th, 10th baby's son's 10 year
• 15:16
  birthday party or something, you're going to annoy a whole
• 15:19
  host of people because we will be thinking that look young man,
• 15:22
  what are you doing here? This is a children's party.
• 15:24
  Are you praying that somebody should die here?
• 15:26
  You know, so make sure it's relevant.
• 15:28
  And of course she's already doing that, making sure it's
• 15:30
  relevant. She is not in the school
• 15:33
  dropping Flyers for events and weddings and she's not at the
• 15:41
  weddings dropping flowers for the IT educational products.
• 15:45
  So you can see that it's relevant when she's in event
• 15:47
  mode, event mode, when she's in educational school mode, school
• 15:52
  mode. So just make sure that it is
• 15:54
  relevant. Then another thing is we have to
• 15:57
  be careful about property. Don't lean on anybody's table.
• 16:02
  I mean, you go there, you just want to drop fly, but you don't
• 16:04
  know that the table is shaking. You lean on it, the thing
• 16:06
  collapses and then it's a whole big thing.
• 16:08
  So be careful, be mindful of tables, be mindful of chairs, be
• 16:12
  mindful of cars. There's someone that I advised
• 16:15
  on dropping flowers and I told him don't go and touch anybody's
• 16:19
  winds. Winds, What's it called?
• 16:21
  Windscreen wiper. Windshield wiper, You lift it up
• 16:24
  and then you put your flyer. So you can do that.
• 16:27
  Most times it's normal, but there's some people that the
• 16:29
  windshield wiper is old or shaky or something, you know, grab it
• 16:33
  to pull it up and then maybe the thing separates.
• 16:35
  What are you going to do? So do not touch anybody's
• 16:38
  windshield wipers. I told him that for cars, what
• 16:41
  you do is you take your flyer, you fold it.
• 16:43
  Sorry, no fold. You like do that, you kind of
• 16:46
  fold and then you put it in the handle where somebody is
• 16:49
  supposed to open the door of the car.
• 16:53
  Now, when you do it like that, there's no risk of scratching
• 16:56
  the car. There's no risk of starting the
• 16:58
  off the alarm. There's no risk of, you know,
• 17:00
  damaging anything. So when you're dropping Flyers,
• 17:02
  be mindful of these sorts of things, property, be mindful.
• 17:06
  So you know, just fold it, put it in the car door or put it in
• 17:10
  the house door or something like that.
• 17:12
  Don't say you wanted to drop Flyers in the neighborhood and
• 17:15
  then you are opening people's windows to drop the flyer
• 17:17
  inside. This is Abuja and in Abuja and
• 17:21
  Lagos, people are on high alert. In fact, in our estate, because
• 17:25
  somebody house got robbed, we got a guard that now has a gun
• 17:30
  that is licensed to carry a gun, you know, local vigilante.
• 17:33
  So you open the window, you say you're trying to drop flyer,
• 17:35
  somebody will shoot you. I'm being real here.
• 17:38
  This is not a joke. So be mindful you're going from
• 17:41
  house to house, just roll it up, hang it at that door handle and
• 17:46
  then go, don't try to open anybody's window, say you're
• 17:48
  dropping flyer. So be mindful of these sorts of
• 17:50
  things. So when you're taking
• 17:53
  permission, you're spoken to the speaking permission from the
• 17:56
  relevant authorities and the thing that you're dropping is
• 18:00
  relevant to the occasion and you're mindful of property and
• 18:04
  physical space, you should be fine.
• 18:06
  Oh, this thing about physical space, this is what I advise.
• 18:10
  Don't touch anyone. So this whole thing of you go,
• 18:13
  you extend your hand so that you know, for a handshake to start
• 18:17
  the conversation. I mean, don't know, don't do
• 18:19
  that. Nobody knows you from Adam.
• 18:22
  Go there and start the conversation.
• 18:25
  If there's going to be a handshake, the other person will
• 18:28
  extend their hand 1st and then you can acknowledge the hand.
• 18:30
  You can now receive the handshake.
• 18:32
  But be mindful of people's face. Don't want to stand next to each
• 18:35
  other. You know that whole closeness
• 18:36
  that you're so close that somebody can smell your breath.
• 18:40
  So give what's nothing called. Is this social distancing?
• 18:44
  I'd be hard you say it. I'm sorry.
• 18:46
  This place is very hot, yet let me turn on the fan.
• 18:52
  The currently I'm a town in Abuja.
• 18:55
  So in the afternoon, this place heats up like hell.
• 18:58
  What was I? So I was talking about the
• 19:00
  physical space. So take dressing, give space,
• 19:04
  don't be all up in somebody's personal space.
• 19:06
  When you go to drop the flyer, let the other person into
• 19:11
  initiate the handshake or initiate the hug or whatever it
• 19:14
  is, then let's see. So if you have all these common
• 19:19
  sense safeguards, then there's no how that anybody can accuse
• 19:24
  you of being an aggressive marketer because you're being
• 19:26
  mindful of people, you're being mindful of their personal space,
• 19:30
  you're being mindful of their property, you have the
• 19:32
  permission of the organisers. I mean, nobody can accuse you of
• 19:36
  being aggressive. 01 Last thing, for events, avoid tables where
• 19:43
  you see a phone, a tablet, a bag or any of these things
• 19:47
  unattended. If there's a table like that
• 19:50
  where people have stood up and they left their bags with their
• 19:52
  phones, do not go there because like I said, this is Niger, this
• 19:58
  is Abuja, this is Lagos. So everybody's eyes on high
• 20:01
  alert if a phone is missing, let's say iPhone 18 or whatever,
• 20:08
  they don't know who took it, but they say, oh, that young lady
• 20:11
  who was here was dropping Flyers on every single table.
• 20:14
  They will come and hold you. It doesn't matter how many times
• 20:18
  you swear that you didn't take it, they will come and hold you.
• 20:21
  In fact, it's worse for those of us who are guys.
• 20:23
  I remember one wedding where actually I did take the phone
• 20:28
  because I know the groom as it was my guy.
• 20:30
  So I just took it and I handed it to one of the boys.
• 20:32
  I mean, whether they approached me would have thought I was an
• 20:34
  armed robber or something. So for guys, it's even worse if
• 20:38
  their handbags on the table and there's nobody there.
• 20:40
  If there are phones on the table, tables on table, and
• 20:42
  there's nobody there, please stay away from the table.
• 20:46
  Wait, when somebody comes back to the table, then you can go
• 20:49
  there and drop your Flyers. So please take all these common
• 20:55
  sense approaches. Let it not be that you're trying
• 20:58
  to boost your business and because of that, you slept in
• 21:01
  yourself for the weekend. So yeah, you do all these common
• 21:06
  sense things and nobody can accuse you of being an
• 21:07
  aggressive marketer because you're being mindful of other
• 21:10
  people, you're being mindful of the context, you're being
• 21:12
  mindful of people's personal space, their property and all of
• 21:15
  that jazz. So like I said, I call this
• 21:18
  proactive marketing and I call it assertive marketing because
• 21:20
  we should always be looking for avenues to spark conversations
• 21:24
  in the early days. The time will come when you get
• 21:27
  some traction in your business, and there'll be no need for you
• 21:29
  to do that. Like take, for instance,
• 21:31
  Dangote. Dangote is a big boy now.
• 21:33
  He doesn't need to always look for avenues to spark
• 21:35
  conversations because he has a creases, he has achieved a
• 21:38
  certain level of critical mass. People want to talk to him.
• 21:42
  So people are looking for any kind of opportunity to talk to
• 21:45
  him. So if anything, Dangote is
• 21:46
  looking for ways to say I beg, don't talk to me or talk to my
• 21:50
  PA or leave me alone or I need my space.
• 21:53
  But until we become big boys like Dangote or big girls like
• 21:58
  this auntie who owns Ebony Live. What's her name again?
• 22:03
  I've forgotten her name. It's fine, babe.
• 22:06
  And it's good. I can't remember her name
• 22:09
  because my wife says I have a crush on her.
• 22:11
  My wife says I like older women anyway.
• 22:13
  Ah, what's her name? And you know her name is you Go.
• 22:18
  I have more abudu. Yeah, more abudu.
• 22:19
  Owner of everyday life. Yeah, that's her name.
• 22:22
  So I was like, So until you achieve that level where
• 22:27
  everybody knows that OK, you're done with or you're an Oprah, we
• 22:30
  should always be looking for ways to spark conversations.
• 22:32
  We should be looking for ways to spark conversations about who we
• 22:35
  are, about what we do, about problems we solve, about how we
• 22:38
  can help, all those sorts of things.
• 22:40
  So that's just being proactive because the time hasn't come yet
• 22:44
  where the whole world is going to be chasing you.
• 22:45
  So now we should be looking for ways to spark off conversations.
• 22:48
  That's just good marketing practice, assertive marketing
• 22:50
  practice, proactive marketing practice.
• 22:53
  If you're going to do that using Flyers, apart from the warnings
• 22:56
  that I've given you guys about being aggressive and all that,
• 22:59
  about personal space and security and everything, here
• 23:03
  are some things, the proper expectations that you should
• 23:05
  know about Flyers. There are some people like a
• 23:08
  real estate professional that I spoke to not long ago, sometime
• 23:10
  last month, who thought that 200 Flyers was something. 200 Flyers
• 23:17
  is equal to nothing. 200 Flyers is 0.
• 23:21
  When you try and promote your business with Flyers, Flyers is
• 23:25
  a volume game. Massive volume.
• 23:28
  So instead of thinking you want to print 200 Flyers, then you
• 23:32
  don't work. My own opinion, try at least
• 23:35
  1000 Flyers and then be doing small small every day.
• 23:39
  So instead of going to go and pay the printer for a batch of
• 23:41
  200, go and pay for a batch of 1000.
• 23:44
  And then maybe you drop 200 every day.
• 23:46
  So Monday, Tuesday, Wednesday, Thursday, Friday you have
• 23:49
  exhausted 1000. Or you know, maybe spread it
• 23:53
  over a month and do 50 Flyers every day or something until you
• 23:57
  finish. But either way, Flyers is volume
• 24:02
  to 100 Flyers is nothing. In fact, for those of you that
• 24:07
  let's say in Abuja for instance, you go to two or three eateries
• 24:11
  and you drop 5 or 6 Flyers in each eatery.
• 24:14
  Then you come home, you say you've done work, you have done
• 24:16
  nothing. I repeat, you have done nothing.
• 24:21
  You go to three or four locations and you drop 5 Flyers
• 24:24
  in each. You come home, you say you've
• 24:25
  done work, you have done nothing.
• 24:27
  Flyers is volume. Nobody will see it.
• 24:31
  The five that you dropped while the woman is waiting to pay a
• 24:35
  child will see it and like it and take it and start making
• 24:37
  aeroplane. And then the breeze will blow
• 24:39
  and then two Flyers will fall down.
• 24:41
  One person will pick one and might be interested, but then
• 24:44
  she sits in her car and you know she just forgets about it.
• 24:47
  And then those are 5 Flyers have equaled to 0.
• 24:51
  So trust me, flowers is a volume game.
• 24:54
  Don't go to two or three E trees and drop 510 Flyers each and say
• 24:58
  you've done work. You have done nothing anyway.
• 25:02
  Let me not, you know, overstress that.
• 25:04
  Then another thing on the flyer, make sure your phone number is
• 25:09
  there and make sure your phone number is bold.
• 25:13
  Please. We want people to be able to
• 25:16
  reach us. We're not dropping Flyers for
• 25:18
  the sake of dropping Flyers. We're trying to receive phone
• 25:20
  calls here. In fact, there's one outfit in
• 25:23
  Abuja, a real estate outfit. The way that they designed the
• 25:27
  Flyers, the phone numbers was there.
• 25:29
  But it is something really, really interesting.
• 25:31
  They left a white space there on the top like left hand corner so
• 25:35
  that the real estate person can even drop down personal number.
• 25:38
  They will use Biro and write it there in bold.
• 25:41
  And I thought that that was brilliant.
• 25:43
  And I saw that there was one person in that firm who went to
• 25:46
  UTC. UTC is like the area where local
• 25:49
  artisans hang out. And then the person created a
• 25:52
  stamp. So instead of this person
• 25:54
  writing her phone number on every single flyer, what she
• 25:57
  will do is that before she goes out, she will take the stamp,
• 26:01
  you know, dip it in ink and then stamp all the forms.
• 26:03
  Bang, bang, bang, bang, bang. That's a whole lot quicker than
• 26:06
  writing your phone number on 1000 Flyers.
• 26:08
  If you just do stamp, stamp, stamp, you can give yourself one
• 26:10
  hour and then stamp 1000 Flyers. And I just thought that that was
• 26:13
  brilliant. The phone number is bold.
• 26:15
  Nobody can mistake it. By the way, some of you, you
• 26:20
  don't want to give out your Flyers because your Instagram
• 26:22
  handle has changed or your e-mail address has changed.
• 26:24
  That's no problem. If your phone number is still
• 26:27
  correct in my own opinion, please go ahead.
• 26:31
  Drop the flyer. Your phone number is still
• 26:33
  correct. Drop the flyer even though the
• 26:35
  social media has changed, please.
• 26:38
  Funny thing is OK, well it's not funny.
• 26:41
  Some people might see that that OK the social media handle is
• 26:44
  incorrect. They might actually try and
• 26:46
  search you out. But if your phone number is
• 26:48
  correct, please go ahead and drop the flyer.
• 26:50
  Don't worry that is old knowing that is last year's match.
• 26:52
  Don't let it waste. Then back to the thing I said
• 26:57
  about numbers when it comes to Flyers.
• 26:59
  The reason why I say Flyers is volume is because for Flyers it
• 27:02
  is low conversion rate. Conversion means people are
• 27:05
  taking the action that you want them to take.
• 27:07
  For Flyers, it depends on, you know, how well you designed the
• 27:11
  flyer, what does it look like? What's the call to action, what
• 27:14
  are you selling? What's the industry?
• 27:16
  But typically, on average, people expect conversion of 1 to
• 27:19
  5%. So what that means is for those
• 27:22
  of you who take my advice and you drop 1000 Flyers, that means
• 27:25
  you can expect to have 50 inquiries only.
• 27:30
  I repeat, typical conversion is between 1:00 to 5%.
• 27:35
  So that means all things being good.
• 27:38
  On average, if you drop 1000 Flyers, expect 50 people to
• 27:41
  holler back. But anyway, Flyers are cost
• 27:46
  effective. The last time I tried to use
• 27:49
  Flyers, that's back in my wedding photography days.
• 27:52
  I think I remember making a batch of 1000 for less than 20 K
• 27:55
  when that was a long time ago. I'm just trying to show you how
• 27:58
  cost effective it was at the time and how cost effective they
• 28:01
  can be now for less than 20 K including design costs and
• 28:05
  everything, I was able to get more than 1000 Flyers.
• 28:08
  So it is cost effective. Another reason why those of you
• 28:11
  who are doing Flyers, I think it's a good idea is because you
• 28:14
  can have targeted reach. You're the one who chooses the
• 28:16
  location. So for the real estate guy, I
• 28:18
  was talking to him about how look, just go and look for banks
• 28:22
  in upscale neighborhoods and you can go and drop the flyer on or
• 28:25
  every single person that is driving Toyota Jeep or driving
• 28:28
  Benz or driving, you know, pick your car of choice.
• 28:32
  So that's targeted outreach there.
• 28:34
  It's up to you. You choose the location, you
• 28:36
  choose the recipients. So it's cost effective and it's
• 28:39
  targeted. But then remember, the call to
• 28:42
  action is important when you're dropping a flyer, When you're
• 28:44
  designing the flyer, what do you want people to do next?
• 28:48
  That is what you should think about when you're designing the
• 28:49
  flyer. Do you want somebody to look at
• 28:51
  your flyer and then go to the website?
• 28:54
  Or do you want somebody to look at the flyer and give you a
• 28:56
  phone call? Do you want somebody to look at
• 28:58
  the flyer and sorry, follow you on social media?
• 29:02
  Do you want someone to look at the flyer because you have a buy
• 29:05
  now promo going on or a discount promo going on or something?
• 29:10
  Now in my own opinion, some of you might disagree with me.
• 29:13
  This whole thing of look at our website or follow us on social
• 29:16
  media, I do not think that is good call to action.
• 29:19
  Or am I going to waste a bunch of money only for people to
• 29:21
  follow me on social media or to go and look at my website?
• 29:26
  The more direct the call to action is for me or the better.
• 29:30
  So a call to action that gets them to call you that's good, or
• 29:35
  gets them to buy now that's good, or get them to call up
• 29:42
  with the flyer and get, I don't know, 6% discount or whatever
• 29:47
  those ones that is very, very good because you're dropping the
• 29:50
  flyer and it's going to lead to activities that are closer to
• 29:57
  getting a sale. So that whole thing of you look
• 30:00
  at the fly, you want them to follow me on social media.
• 30:03
  My opinion, you're just you're just wasting money.
• 30:06
  But of course, have your social media there, but have in mind
• 30:10
  the call to action that you're trying to promote.
• 30:13
  If you take my advice, the closer you are to phone call or
• 30:17
  buy now, I think that's the best.
• 30:22
  OK, For those of you who are afraid of a call now, put your
• 30:24
  e-mail address there and get them to e-mail you now.
• 30:26
  But please take my advice, phone call number, make it bold.
• 30:33
  Now whether this is worth a hassle.
• 30:35
  Let's put this in perspective because some of you will say,
• 30:38
  how will I go and drop 1000 Flyers and then only 50 people
• 30:42
  will holler back. This thing is not worth the
• 30:44
  hassle. Put it this way, this young lady
• 30:48
  is a wedding planner, right? Let's say she produces 1000
• 30:52
  Flyers, right? And after that 1000 Flyers.
• 30:55
  She's able to share everything in one month and then fifty
• 30:58
  people call her back. Now she's not going to close 50
• 31:02
  clients out of 50 people calling it.
• 31:04
  But think about it. If her profit margin is 100K or
• 31:08
  200K, if she's a low budget planner, and of course there are
• 31:12
  planners who have margins. Well, back at when I was in
• 31:15
  industry anyway, there are some planners who had margins that
• 31:18
  were approaching a million or more.
• 31:22
  But let's just pretend that her margin is 100K.
• 31:25
  If you drop 1000 Flyers, you get calls from 50 people and from
• 31:28
  that you close five clients and out of that five clients, your
• 31:33
  profit margin is 100K. It's not worth the effort.
• 31:36
  But anyway, it depends on you guys.
• 31:38
  There's some people who look at that and say it's not worth it.
• 31:41
  1000 Flyers, I did the work for the whole month, 50 people
• 31:44
  called me, not only closed 5 deals on each deal, my profit
• 31:48
  margin was 100K. It's not worth the effort.
• 31:49
  And then we'll go and look for something else.
• 31:51
  If that's your own opinion, then I'm not going to judge you.
• 31:53
  But for me, I don't think it's bad.
• 31:56
  The problem is there are lots of people who go ahead and print
• 31:59
  1000 Flyers and then they get lazy On day one.
• 32:03
  You go to three eateries, you put 55 Flyers there, you say
• 32:08
  I've don't work. And then on Friday you do the
• 32:11
  same thing, You say I've don't work.
• 32:12
  And then week two, week three-week four, week five, you
• 32:15
  forget. And then at the end of December,
• 32:18
  when you open your storage box, you see the Flyers.
• 32:21
  Then you say these Flyers, I just wasted my money.
• 32:23
  Flyers don't work. How can you say Flyers don't
• 32:26
  work? You printed 1000.
• 32:28
  You only distributed like 200. How you say Flyers don't work,
• 32:32
  You didn't give Flyers a chance. So Penny, those are my opinions
• 32:38
  on the matter. No point in going over and over
• 32:40
  again. But bottom line, are you an
• 32:43
  aggressive marketer? If you're doing these kind of
• 32:45
  tactics? In my own opinion, I would say
• 32:47
  no, this is just proactive marketing.
• 32:49
  It's just assertive marketing, and this is what everybody ought
• 32:52
  to be doing. Eventually, we'll become big
• 32:54
  boys and become big girls. When we're making that dogged
• 32:57
  money and when we're making that Oprah money or when we're making
• 33:00
  that more Abdul money, we're the ones who will be telling people,
• 33:03
  please don't call me, call my PA or PA, switch off my phone.
• 33:07
  I don't want to talk to anybody again, you know, blah, blah,
• 33:10
  blah. But until that time comes,
• 33:11
  please continue to promote proactively.
• 33:16
  So thank you very much for your time and attention.
• 33:18
  And remember, if you'd love to connect with me and explore
• 33:20
  opportunities, call me. The number is 08064662140 or
• 33:27
  WhatsApp me on the same number. The country code is +234.
• 33:30
  For those of you who are not Nigerian and for social media,
• 33:33
  connect with me on LinkedIn. So that's all folks.
• 33:36
  I'll catch you tomorrow.