Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Sell the Benefit, Not the Product

Transcript

Sell the Benefit, Not the Product · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome. My name is Tavishima Ayede.
• 0:04
  I'm the host of the podcast that I'm making today's recording at
• 0:06
  home. So I expect to hear some noise
• 0:08
  in the background because the kids and everyone at home.
• 0:11
  Now the goal of this podcast is solving business problems.
• 0:15
  So if you have issues with marketing, issues with
• 0:17
  customers, with your side hustle, with your career, with
• 0:20
  your career salesperson, or there's something holding your
• 0:22
  business back, then this is the show for you.
• 0:26
  So subscribe on Spotify, YouTube, Apple, or any player of
• 0:29
  your choice. And if you'd love to connect,
• 0:31
  then call, SMS or WhatsApp me on 08064662140.
• 0:38
  Today on the podcast, I want us to look at how we can get clear
• 0:43
  on what it is that we are selling.
• 0:45
  Let me repeat, today on the podcast, I want us to look at
• 0:48
  how we can get clear on what it is that we are selling.
• 0:51
  And that's because I had an engagement a few moments ago,
• 0:55
  spoke to a colleague of mine because you guys will remember
• 0:59
  that I'm the member of the APVA and that's the Association of
• 1:03
  Professional Voice Actor podcaster.
• 1:06
  Something something, something. I can't remember anyway, but if
• 1:09
  you're curious, just Google APVA and then join.
• 1:13
  If you're one of those people who want to make a career or who
• 1:17
  make want to make a living off of their voice, you know, you
• 1:20
  want to do voice over work, you want to be a podcaster, stuff
• 1:23
  like that. So it's a community of helpful
• 1:27
  professionals all across Africa because truly, you know, all of
• 1:31
  us were there, Nigerians were there, South African people were
• 1:34
  there, Mozambique, them they're there, Kenya, them Egypt, as in
• 1:39
  like we're all there if I don't even know who put the thing
• 1:41
  together. But whoever he or she is
• 1:44
  personally did a very good job. So there's one of the members
• 1:49
  who is in the business of her. Her business is what she does is
• 1:54
  podcast scripting, podcast editing, podcast everything.
• 1:59
  Excuse me. So with the business actually
• 2:00
  set up, if you wanted to get into podcasting, what you do is
• 2:04
  you go and meet her, you discuss, she'll take your
• 2:07
  podcast idea and make it a reality.
• 2:09
  All you have to do is just show up, sit down in the booth,
• 2:12
  record and then, you know, just sit down in the booth and then
• 2:15
  talk or interview a guest and then she does the rest.
• 2:18
  And so she's been trying to promote her services.
• 2:21
  And so we started the conversation because like most
• 2:26
  people, she has gone aggressively to start marketing
• 2:29
  the business and she has received from blowback.
• 2:32
  You know, some people who tell her basically like, look, I beg,
• 2:35
  don't contact me again if I'm interested.
• 2:37
  You know, I will. I will tell you so, Yeah, So
• 2:43
  that's how the conversation between me and her started.
• 2:45
  And it just shows when we started trying to diagnose what
• 2:52
  it is that was going on. You know why some people are
• 2:54
  telling her essentially to F of. Let me just put it this way,
• 3:00
  There are lots of you who are going around.
• 3:02
  You're trying to promote your product or service, you're
• 3:03
  trying to promote your business, you're trying to promote your
• 3:05
  hustle. What do you think?
• 3:07
  You're selling one thing when actually what you're selling is
• 3:09
  another. And that's one of the reasons
• 3:11
  why people are telling you to F off because you haven't gotten
• 3:14
  to the root of what it is that you are actually selling.
• 3:17
  And so you've not been able to engage with the person in an
• 3:20
  honest conversation about what it is that you're actually
• 3:24
  selling. So like with this lady in
• 3:26
  particular, since in her own mind, what she does is podcast
• 3:31
  scripting, podcast editing, content planning, scheduling,
• 3:36
  the calendar, you know, everything.
• 3:39
  She's thinking about things much more from an admin point of
• 3:41
  view, as though she's approaching people saying that,
• 3:44
  look, hey, if you want to start a podcast, if you want to start
• 3:48
  the podcast, come, I have these services.
• 3:50
  It's also so and so a month, you know, blah, blah, blah, you
• 3:53
  know, click here to apply. Click here to begin.
• 3:55
  You know that that sort of thing.
• 3:57
  So if you are sending that kind of messaging out to people,
• 4:01
  which is essentially this is me, this is what I do, click here to
• 4:05
  apply. You're going to turn a whole lot
• 4:07
  of people off because everybody has, you know, what's on their
• 4:10
  plate. Everybody has what they're
• 4:11
  chasing, everybody has what they're pursuing.
• 4:13
  And nobody gives an F about you, to be honest.
• 4:16
  Everybody's just trying to do their own life.
• 4:19
  So you show up in somebody's inbox, you know, this is me,
• 4:23
  this is what I do, This is how much.
• 4:25
  Click here to continue. You turn a lot of people off, by
• 4:29
  the way, It's not a bad approach.
• 4:31
  It's just that we have to be realistic about the the yield
• 4:36
  that will come from it. So I told her that look, you
• 4:38
  know what you're doing with the mass messaging and things like
• 4:40
  that. Industry averages are about 3%,
• 4:44
  meaning you blast out 100 messages to these people.
• 4:47
  You only get about three people to respond.
• 4:51
  And that is best case scenario because actually sometimes the
• 4:55
  three people who respond, I'll put it, OK, I'm sorry, I'm
• 5:03
  trying to rephrase. OK, let me put it that this way,
• 5:06
  industry research across the different average of industry
• 5:10
  research across different industries.
• 5:12
  Of course in North America, Western Europe show that
• 5:16
  customers are only in market about 3% of the time.
• 5:20
  I repeat, customers are only in market at about roughly 3% of
• 5:24
  the time. So in other words, if you sell
• 5:26
  suya and you decide to go outside and tell people buy my
• 5:30
  suya, buy my suya, buy my suya, the chances that you will meet
• 5:33
  somebody who is thinking about suya at this very moment and who
• 5:37
  wants to eat suya, the chances are 3%.
• 5:42
  And that is at a best case scenario because sometimes you
• 5:46
  meet somebody and the person truly wants to eat suya, but the
• 5:49
  person is already on his way to his favorite Syrian sport.
• 5:52
  So it's possible that even if you jam those three people who
• 5:54
  want to eat. So yeah, now, now, now, now,
• 5:55
  now, it doesn't mean you'll be able to get them to buy from
• 5:58
  you. So remember across different
• 6:01
  industries, whether fashion, whether consulting, whether fast
• 6:05
  moving consumer goods, whether whatever, chances are if you go
• 6:09
  and grab 100 people right now, the chances are that only 3% of
• 6:15
  them are in the market for what it is that you do.
• 6:18
  So I had to let her know that look, this is the best you can
• 6:21
  get from doing these sorts of things.
• 6:24
  And she said, you know what? I said what?
• 6:26
  She said this last campaign that I did, I reached out 50 people a
• 6:30
  day. I did 2 days.
• 6:31
  So that means I did 100 people. I said, OK, how many people were
• 6:35
  interested? She said two.
• 6:37
  How many of them paid? She said two.
• 6:39
  And I said, OK, well, you see, it just means that you actually
• 6:41
  are doing the averages. So in a sense, this approach
• 6:45
  also is not bad. The problem is just that in
• 6:49
  getting two people to buy or three people to buy, you
• 6:52
  actually are pissing off 97 people or 98 people.
• 6:56
  And that is not a good thing, which is why from a traditional
• 7:01
  sales perspective, we try to work on our messaging, we try to
• 7:07
  increase our conversions, We try to make sure that we're speaking
• 7:10
  to the right people in the 1st place so that we can make some
• 7:13
  money without all that negative blowback.
• 7:16
  Because for you, you might think, no problem, I got my 2
• 7:20
  customers. Each customer is worth, you
• 7:23
  know, 650K. This is 1.3 M.
• 7:27
  You know, some of you, that's what you're thinking.
• 7:29
  I don't care. I made 1.3 M this month.
• 7:32
  I made 1.3 last month. I'm going to make 1.3 next
• 7:35
  month, 1.31.31.3. You're forgetting the fact that
• 7:40
  you're pissing off 98 people or 97 people who are going to be
• 7:44
  talking crap about you. And then let's face it, our
• 7:49
  personal networks are limited. How many people do you have on
• 7:53
  your phone self? They're going to continue this
• 7:54
  kind of behaviour. Eventually you're going to burn
• 7:57
  through everybody in your personal network.
• 7:59
  Now what are you going to do? So you see the reason why these
• 8:02
  kinds of marketing campaigns breakdown.
• 8:05
  So in the beginning, people who take this approach, they will
• 8:08
  make their money, but eventually you will burn through your
• 8:12
  network and eventually you will generate too much negative,
• 8:16
  should I call it negative PR? So we have to try and fix the
• 8:20
  problem. So if you're one of these people
• 8:23
  who is engaging in this kind of behaviour, it's fine, it can
• 8:27
  work. Just know that at best you're
• 8:29
  looking at 3%. That is the best that will
• 8:33
  happen. So in trying to narrow down
• 8:43
  Abby, I'm trying to figure out what the problem is.
• 8:46
  I told her that look, you know what your messaging, first of
• 8:49
  all is me, me, me, me, me. If you're going to be doing this
• 8:53
  kind of messaging, what you need to do is you need to speak to
• 8:55
  the problem that people face. You need to be using problem
• 8:59
  based openers and you need to go straight to what your unique
• 9:03
  value proposition is so that people who have that problem
• 9:07
  will opt in or will opt out. So that should be their
• 9:11
  approach. So step one for her was we need
• 9:15
  to figure out exactly what it is that you're selling.
• 9:18
  So the assignment that I gave her is the two of them now
• 9:21
  bought. We need to have a conversation
• 9:22
  with them. Your portfolio of past clients
• 9:25
  for 2025242322, talk to them because you need to figure out
• 9:30
  what your unique value proposition is and that is what
• 9:33
  you're going to use to be opening your message.
• 9:36
  Of course, she needed some more clarification, so I explained
• 9:43
  she thinks what she's selling is administrative or creative
• 9:47
  services, and I told her you are not.
• 9:51
  Most people who want to start a podcast are doing it because
• 9:57
  they want to use it to grow their business.
• 9:58
  Like me. My own podcast is a business
• 10:03
  acquisition tool. I'm looking for people who have
• 10:08
  problems in their business and who are looking for a capable
• 10:12
  consultant to fix the problem. That's why I'm making this
• 10:15
  podcast. The goal is, or the math is I
• 10:20
  have 2900 subscribers on Spotify, a couple thousand on
• 10:24
  iTunes, a couple 100 here, a couple 100 here.
• 10:27
  You know, like that, like that, that over time people will be
• 10:32
  interested to learn more, to talk some more.
• 10:35
  They pick up the phone, they actually call me.
• 10:38
  And then from there I'm going to be able to get a certain number
• 10:41
  of consulting, consulting gigs and that has been working.
• 10:45
  It didn't work from year one to year 3, but after year three, to
• 10:49
  God be the glory. I'm getting some clients and the
• 10:51
  enquiries are going up and up and up.
• 10:53
  So this model is working. So there are people who get into
• 10:56
  podcasting because they want to make money like these girls.
• 11:02
  I said what I said, I just found out with my wife today that they
• 11:05
  did American leg of tour. So they just came back from New
• 11:08
  York. And I say our God, God, when,
• 11:12
  when will I get to that level that me too.
• 11:15
  I can start doing a podcast tour and people in America, they'll
• 11:20
  be saying, come, come, come and visit us, come and visit us.
• 11:23
  And then we sell out venues. And my wife said that for I said
• 11:28
  what? I said the ladies for the London
• 11:32
  tour, the venue that they had was 1005 and they they sold out.
• 11:38
  People came, people travelled. And I said, Hey, God where God
• 11:43
  where no, and it will get there. So you can see that there are
• 11:47
  people like me and that people like those girls.
• 11:49
  I said what I said. Then also these other people,
• 11:52
  the Honest Bunch, they did their own podcast tour where they went
• 11:55
  to Coventry. I heard, I think I heard this
• 11:58
  sold out, but I can't remember. Anyway, so there are those of us
• 12:01
  who are in the podcasting game and I own this money.
• 12:03
  We are seeing naira and Kobo and dollars in their own case.
• 12:07
  That's I said what I said them they're seeing dollars.
• 12:09
  I don't even see naira again, me, I'm still seeing naira for
• 12:11
  now. I will see dollars soon so that
• 12:13
  some of us who are looking at podcasting because we want to
• 12:16
  make money, then the other people who are in podcasting
• 12:20
  because they want to create a brand or because they have some
• 12:23
  missionary zeal around certain things like that.
• 12:26
  Some of you who have relationship podcasts or who
• 12:28
  have faith be based on podcasts. And that's just because you're
• 12:32
  trying to preach, you know, the healing that God brings into
• 12:35
  specific situations, you know, either in your marriage or in
• 12:39
  your relationships or your mental health or something.
• 12:42
  So those are the two people that enter into podcasts.
• 12:46
  So I told this lady that I was having a conversation with is
• 12:49
  that you are not selling administrative services and you
• 12:53
  are not selling creativity. What you're selling is you're
• 12:59
  selling podcasting either as a tool of making money or as a
• 13:04
  tool of self-expression. Does it?
• 13:06
  And you need to figure out what it is that you're selling.
• 13:09
  So if what you're selling is, I'm going to help you express
• 13:12
  yourself better in podcasts, your messaging needs to start on
• 13:16
  that very note. Are you interested in podcasting
• 13:20
  or do you have a podcast? Do you think you could be
• 13:24
  expressing yourself better or getting, you know, the most
• 13:27
  creative fulfillment out of your art?
• 13:29
  You know, you start it on that note, that kind of thing.
• 13:33
  You only piss off people. The person who sees and has a
• 13:38
  podcast, we'll continue to read and if they blend with it, sure
• 13:42
  no problem. If they don't blend with it,
• 13:45
  they will just ignore you because it's not that very hard
• 13:48
  and fast. This is me.
• 13:51
  My service is 650K per month. Click here to buy now.
• 13:56
  You know, it's different, it's softer and we're living with a
• 13:59
  problem for people to either lean in or lean out happy or
• 14:06
  lean away. And then if she has the
• 14:10
  conversation with her clients and she now realises that what
• 14:14
  she's been selling all along actually is podcasting as a tool
• 14:17
  for business growth, then her messaging should be around that.
• 14:21
  Are we thinking about ways to explode your business in 2026?
• 14:25
  And do you think podcasting might be a valuable tool for
• 14:28
  that question mark send those who think it might be a valuable
• 14:34
  tool, they will respond for those who don't think you know
• 14:37
  though, Fashi, but it's not a very hard charging message of
• 14:41
  this is me. This is my service 300 KA month.
• 14:44
  Click here to buy now. So start with problem based
• 14:49
  openers or your unique value proposition.
• 14:52
  But either way, we need to be very clear on figuring out what
• 14:56
  is it that you are selling. A lot of you think you're
• 14:59
  selling XYZ. No, you actually are selling a
• 15:02
  result and the results, the reason why people engage with
• 15:08
  products and services are usually three.
• 15:10
  There are some people who call this the value Trinity, like
• 15:13
  Victor Antonio, who calls it the value Trinity.
• 15:16
  And the value Trinity is physical, psychological, or
• 15:21
  financial. There's another person who calls
• 15:23
  it the three FS, even though none of them, excuse me, even
• 15:27
  though only one of them starts with F, but you know, they both
• 15:29
  sound, you know, so somebody calls them with three FS.
• 15:33
  So whether you hear somebody calling it the three FS or
• 15:35
  calling it the value Trinity, it is physical, financial or
• 15:39
  psychological. People buy your product or your
• 15:42
  service because they want a financial benefit.
• 15:44
  They want to look finer, they want to look taller, they want
• 15:46
  to look more handsome, they want to attract babes, you know,
• 15:48
  whatever physical. Then people also buy a product
• 15:53
  service because of financial benefits.
• 15:56
  They want to buy these things so that they will save more money.
• 15:58
  They want to buy these things so that they can double their
• 16:01
  income. They want to buy these things so
• 16:02
  that they can, you know, whatever share money is
• 16:05
  involved. And then the last one is what?
• 16:09
  OK, I'll say physical, I'll say financial.
• 16:12
  OK, I'll say, OK, now psychological, you know, they're
• 16:15
  buying your product or service so that they can pamper
• 16:17
  themselves, so they can live a soft life, so they can reclaim
• 16:21
  the peaceful vision of themselves, so they can find
• 16:23
  inner peace, so that they can find you.
• 16:26
  Whatever it is, no matter what it is you sell, it won't pass
• 16:29
  any of these three, sometimes a combination of these three, but
• 16:32
  sure, there's a physical benefit, there's a financial
• 16:36
  benefit or there's a psychological benefit.
• 16:40
  So sit down and figure out, you tell yourself, you say yourself,
• 16:44
  you say yes, this is my product that I'm selling.
• 16:47
  Truly, truly, truly. What benefit is it that people
• 16:49
  are getting from this product? Are they getting a physical
• 16:52
  benefit, are they getting a psychological benefit, or are
• 16:55
  they getting a psychological benefit?
• 17:00
  Once you determine that, that will determine how it is that
• 17:03
  you go about selling. Like take this, my client that
• 17:06
  I'm still doing the solar sales consultation for.
• 17:11
  So for solar people who are buying solar, the psychological
• 17:14
  benefit, Peace of Mind, no noise.
• 17:19
  My wife doesn't have to switch off generator.
• 17:21
  So for me, that was it. Psychological, OK, Yeah,
• 17:28
  psychological. That's Peace of Mind.
• 17:30
  Then there's physical benefits. Generator noise.
• 17:32
  That's OK. I'll say generator noise is more
• 17:33
  of a physical thing. So that's the physical benefit.
• 17:36
  And get some quiet instead of Nepal takes light and then boom,
• 17:39
  boom, boom, boom, boom, boom, boom, boom, boom.
• 17:41
  And then the whole house is shaking because of generator,
• 17:43
  diesel generator. And then financial benefits.
• 17:47
  There are some people who buy solar for financial benefits
• 17:49
  like I discovered with Mumsy, because once Mumsy hooked up, we
• 17:52
  hooked up. So like Mumsy's house, Mumsy's
• 17:55
  Nepal bill just crash brown. Because what Mumsy started
• 17:58
  doing, I didn't even know that people who do that is during the
• 18:01
  day, she will just on solar should turn off Nepal.
• 18:07
  I was shocked. I had no idea.
• 18:09
  And you know, some people are just crafty like that.
• 18:12
  Once the system was installed and the things started working,
• 18:14
  she was like, what's the point? She just started turning off
• 18:17
  Nepal and she will run solar throughout the day and she now
• 18:19
  switch off Nepal from Nepal. Now she now switch on Nepal from
• 18:24
  like 6 in the evening. Nepal bill instant by half cut
• 18:30
  down. So you can see that even for
• 18:35
  something like solar, there's a physical benefit, there's a
• 18:39
  financial benefit, there's a psychological benefit.
• 18:42
  Now if you know what it is that you're selling and you're going
• 18:46
  straight to the UVP for most of your clients it's mostly, let's
• 18:49
  say financial savings, then that is what your messaging will be.
• 18:56
  Are you looking for ways to cut down on your, are you in band a
• 19:00
  question mark? Are you looking for ways to cut
• 19:02
  down on your fuel or sorry on your Nepal bill of 450K per
• 19:09
  month? Then you know click on this link
• 19:11
  to find out how we can save you up to 60% on your solar, 60% on
• 19:16
  your Nepal bill. You can see that you're going
• 19:19
  straight to a problem that people are facing and using that
• 19:24
  to drive the conversation instead of saying here I am new
• 19:30
  in town, newer solar company, best models, best warranties,
• 19:35
  best quality, best pricing, best this click here to buy.
• 19:40
  Now that other kind of messaging, you're turning a
• 19:43
  whole bunch of people off. But if you say are you in band a
• 19:47
  question mark, those people who are in band CD, you know,
• 19:50
  they'll just ignore the message. Are you tired of spending
• 19:54
  between 200 to 450 K per month on utility bills?
• 19:58
  All those people who are spending 20K30K per month, they
• 20:01
  will ignore you. We can see that we're leading
• 20:05
  with. The unique value proposition,
• 20:09
  we're leading with the problem statement and we're moving the
• 20:13
  conversation on from there. So that kind of broadcast
• 20:18
  messaging yields better results. Those are the things that you do
• 20:22
  to hope to get better responses more than the 3%.
• 20:27
  That is for those of you who are broadcasting messages now saying
• 20:31
  I'm new in town, I'm the greatest, I am the best, I am
• 20:34
  high quality. Click here to buy now.
• 20:38
  So the whole point of today's podcast episode, sorry, was not
• 20:42
  as structured. I really should have taken time
• 20:44
  and gathered my thoughts. But whole point of today's
• 20:46
  episode was just in case you're like this friend of mine who's
• 20:50
  putting out these messages and you're unhappy with the results,
• 20:53
  just know that it's a game that the best you can hope to win is
• 20:58
  3%. So if you're like her and out of
• 21:01
  100 people you got to, you actually are doing quite well.
• 21:06
  The problem is just that, you know, online marketing Bros will
• 21:10
  say if we do 100 and we get to then next month, let us send 200
• 21:18
  messages and get 4. And then let's send 800 messages
• 21:22
  and get what's that? I'll be 608, get 8, I'll be any
• 21:27
  whatever the math is. But the problem is, like I said,
• 21:30
  you will burn through whatever social capital you have very
• 21:33
  quickly because you piss everybody off, even your mom's
• 21:36
  who will block you. I can assure you she will block
• 21:39
  you on WhatsApp when she wants to talk to you.
• 21:41
  She will now call you on phone because she won't be able to
• 21:43
  stand all these constant broadcast, broadcast message
• 21:46
  that you're sending. So that's how you play that
• 21:51
  game. But then if you want to do
• 21:53
  things the way it's traditionally done in sales, we
• 21:55
  need to sit down. We need to think a bit.
• 21:57
  We need to figure out what are we selling?
• 22:00
  When we know what we're selling, it will determine who are we
• 22:03
  going to be chasing after. Because once we know what we're
• 22:05
  selling won't be broadcasting to everybody.
• 22:08
  Because we look at this message and we'll know that, OK, if
• 22:11
  we're saying do you live in Band-Aid, we'll now think, what
• 22:13
  is the point of me sending this message to Uncle, Uncle Goladi
• 22:22
  when I know the Hong Kongolade lives in XYZ part of Imo State?
• 22:27
  And you know, that one is Brandy.
• 22:29
  So why am I sending the message to him?
• 22:32
  Because UVP is clear, I will only send it to Uncle Kalistos
• 22:37
  who lives in, you know, the capital and who is Band A and
• 22:42
  who has two wives and 16 children.
• 22:45
  And so his energy bill must be very high.
• 22:49
  So what's your claim on the UVP? You will not be wasting your
• 22:52
  message up and down sending to all to anyhow anyhow kind of
• 22:55
  people because you see that this person I'm sending to cool a
• 22:59
  match is not matching. The problem is not matching the
• 23:01
  UVP. And then since we're starting
• 23:06
  with problem statements, we'll be drawing people in with a
• 23:09
  conversation. Then that's when our conversions
• 23:12
  will now start going up and up. We'll now notice that before we
• 23:15
  send 100 messages, we got three. We'll now notice that now we're
• 23:21
  sending 100 message and you know 36 people are answering the
• 23:26
  overtime we say 100 and then you know 52 are answering.
• 23:30
  You know small by small conversion will improve,
• 23:33
  improve. But on the state, again
• 23:36
  categorically because some of you have false expectations,
• 23:39
  there is no person, there is no market, there is no industry
• 23:44
  where conversion is 100%. That will never happen.
• 23:51
  Even God has not converted at 100%.
• 23:54
  It is not everybody that God has spoken to that has said, OK,
• 23:57
  God, I've heard you, I repent of my sins and I give my life over
• 24:01
  to you. So even God does not have 100%.
• 24:03
  So don't deceive yourself that you will never get 100%
• 24:06
  convention, but always keep trying.
• 24:10
  You do 45. Let's see if we can get to 48.
• 24:12
  We've done 48. Let's see if we can get to 52.
• 24:15
  We've done 62. Let's see if we can enter 70.
• 24:18
  We've done 90. Let's see if we can do 96.
• 24:20
  But you will never get 100% conversion, but always keep
• 24:23
  trying to improve. So that's it and that's all for
• 24:27
  today. Before you think of going out
• 24:30
  and blanket messaging people, you need to figure out what is
• 24:34
  it that I am selling? When you figure out what it is
• 24:39
  that you're selling your physical benefit, your financial
• 24:42
  benefit or psychological benefits, and you figure out the
• 24:44
  problem that you solve, you can now start crafting messages
• 24:48
  around those issues. Your conversions will now
• 24:52
  increase. Now, if you're one of these
• 24:54
  people like my friend who have already established the
• 24:58
  discipline of calling, reaching out to 50 people every week,
• 25:02
  keep it up. Progress is not far from you.
• 25:07
  And I told her you're going to succeed.
• 25:09
  The reason why I know she's going to succeed is not because
• 25:12
  I can see the future, but it's because most people are lazy.
• 25:15
  Her competitors are not going to be sending 50 messages a week.
• 25:20
  At the end of the day, she's one that's going to succeed.
• 25:23
  It's like me with the podcast. I know I'm going to be
• 25:25
  successful not because I'm the best, but because people are
• 25:28
  lazy. There are plenty of us that
• 25:30
  started five years ago today, If you check the business category,
• 25:35
  it's just me and one other guy. That's because everybody else
• 25:39
  was lazy and they gave up. That's why I know I'm going to
• 25:41
  be successful because I'm only down the line.
• 25:46
  I'm not going to stop. You will get lazy and you will
• 25:48
  stop. So when the time comes to reap
• 25:50
  the rewards, I'll be the only man standing.
• 25:54
  So that's how I know she's going to be successful because she's
• 25:57
  not going to be lazy. Too many people running around
• 25:59
  saying work hard not smart, work smart not like stop all that
• 26:03
  rubbish. In the African context, it is
• 26:05
  both working hard and working smart.
• 26:08
  Most of us are from farming communities.
• 26:10
  Our grandfathers didn't believe in hustle at all cost.
• 26:13
  They tried to make sure that they bought the best piece of
• 26:15
  land. That is the smart part.
• 26:18
  And they do the best to farm during the farming season and
• 26:21
  harvest during the harvesting season.
• 26:24
  So it is both work hard and work smart.
• 26:28
  But trust me, in today's world where too many people are lazy,
• 26:32
  the very fact that you're putting in the effort except if
• 26:39
  you're totally useless, honestly speaking because you are putting
• 26:42
  in the effort and you just continue and you stay
• 26:44
  consistent. Your your competitors, they'll
• 26:47
  be lazy and that's why you succeed.
• 26:49
  Anyway, let me stop here. So that's it and that's all.
• 26:53
  Remember if you'd love to connect then call SMS or
• 26:56
  WhatsApp me on 08064662140. Thank you for your time and
• 27:02
  attention. I'll catch you next time.
• 27:04
  Same place in your headphones or in your speakers.