Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Real 3 Steps to Selling in Nigeria

Transcript

The Real 3 Steps to Selling in Nigeria · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Today on the podcast, we're going to look at the question,
0:04
what does it mean to sell? Now, if you've been listening to
0:07
the podcast for the last three or four days, this is a
0:10
continuation of the Tech Pro series.
0:13
So this is me running commentary on a video that I received about
0:18
the Tech Pro somewhere in Lagos, Nigeria, talking about what new
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startup founders, new people into the tech space, you know,
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people who are getting into the game, what they have to expect
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when it comes to sales and marketing.
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So we're going to be talking about some of the things that he
0:35
got right, some of the things that he could have said better
0:39
and then maybe clear up a couple of misconceptions.
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Now some of you are wondering like, ha ha, this is already
0:45
like series 4 IB Series 5I was still commenting on the video
0:50
and yeah, we are because it was a 20 something 30 minute video.
0:57
And as is often with these things, people just casually
1:00
throw out something here, throw out something there relating to
1:04
sales and marketing. You know, some right things that
1:07
we ought to emphasize, you know, some wrong things that we ought
1:09
to correct. So I usually find that at these
1:12
events there are lots of things that I said.
1:14
So don't be surprised that this is like Series 4I be series 5I
1:19
was still commenting on the guy. So obviously the guy said some
1:24
things about what it means to sell and that is what we're
1:27
going to be tackling today. What does it mean to sell?
1:32
Now, if you love these sorts of issues, what does it mean to
1:34
sell? How do you sell?
1:36
How can you sell more effectively?
1:38
How do you handle customer service issues?
1:41
How do you get people to come back and buy again?
1:43
How do you maximize customer lifetime value?
1:46
If you're interested in all these sorts of questions, then
1:50
this podcast is for you. So subscribe on Spotify, on
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YouTube, on Apple, or any player of your choice because we have a
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plethora of resources over here. Over 1300 episodes so far, so
2:04
immense value. Like even if you want to listen
2:07
to 10 episodes everyday, which is impossible by the way,
2:10
because you guys are running a business.
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I mean, imagine it's going to take you a very long time to
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exhaust all the value that we have here.
2:17
And if you would like to connect with me because you have
2:19
questions, you have comments, you have queries, or maybe you
2:22
want to send me another video so I can run some commentary on it.
2:25
Perhaps you're curious, you know, this influencer, this
2:31
guru, you know, they've said this about selling.
2:33
What is your opinion Then by all, by all means, you know,
2:36
take my contact details so you can call, send me a text message
2:41
or send me a WhatsApp message on 0806466 2140.
2:49
My name is Tavishima Ayede, I'm the host of the podcast.
2:52
You can also find me on YouTube. So if you want to get the
2:55
spelling of my name, just check the details of whatever player
3:00
that you are listening to right now where you're listening to my
3:03
voice, you see the correct spelling of my name there.
3:05
So you can connect with me on YouTube.
3:07
You know, I don't mind interacting with you guys as
3:09
well. So what does it mean to sell?
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And this, our tech bro, what did the guy say when he was on stage
3:17
about what it means to sell? I'm happy to report that he said
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three things that are absolutely correct.
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But of course, the guy just said it casually and then moved on,
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which is the problem with these things.
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You know, you spit some gospel truth, but then you don't give
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time to elucidate, to go in, to dig in, to flesh out, to
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explain, to expound so that people will understand that what
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you're saying is correct. And not only that, they will
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know how to apply. That's the reason why people
3:51
like are still important because some people just say something
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is casual. You just assume everybody knows
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or maybe self you, the person who is quoting the thing, you
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don't even fully know the implications.
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So that's what we're going to talk about today.
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Now, the tech bro, he stood on stage and he said very, very, I
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say unto thee, OK, maybe he didn't say it in such a dramatic
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way, but he told people, he told the tech Bros, he told the tech
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sisters, the new founders, the people coming up with fintechs
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or whatever. He told them that, look, when
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you're trying to sell, you're going to do three things.
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And I agree with him. He's correct.
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He said #1 you identify, and that's correct.
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He said #2 you analyze. And my guy was correct and he
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said #3 you now provide solution.
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The guy was, we'll give him 70% on that one.
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But sha, the three things that he mentioned are absolutely
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important. I repeat, the tech bro stood on
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stage and he said when you're selling, first thing you do is
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you identify. Second thing you do is you
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analyze. The third thing you do is you
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provide a solution. And then the guy just moved on
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and started talking about a whole bunch of other stuff.
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So there's some people who are now wondering now, OK, you said
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identify, analyze, provide a solution.
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OK, So what next? And that is what we're going to
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do in today's podcast episode. We are going to be discussing
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the what next? He said you identify, analyze,
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provide a solution, but he didn't say who you are
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identifying. So yes, identifying is the right
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place to start. In the beginning, you're trying
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to make sure that you are talking to the right prospect.
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That is what identification is all about.
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Now, a prospect is somebody who might have a need for your
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product or your service. So in the early stage, there is
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no need to get too fancy. This is not about writing APHD.
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You're just asking yourself a very common sense question.
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Who might be interested in this product?
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Who might be interested in this service?
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Who might be interested in this app?
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Who might be interested in this fintech?
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Who might be interested in whatever it is that you are
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trying to create common sense? Get a sheet of paper, write
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everything down or get your phone and write down as many
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names as possible. Now, this is also where
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artificial intelligence tools or augmented intelligence tools as
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I like to call them, Chachi PT, Google Gemini, this is where
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they come in handy. Create a prompt.
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I'm a Nigerian based in Lagos, based in North Korea, based in
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whatever. I have an idea for an app.
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The app is going to do this, this, this, none than that.
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Who are the typical people who fall into the ICP for these
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kinds of products or services? ICP is ideal customer profile.
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Or who do you think should be the target audience I should be
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reaching out to? Or what kind of individuals or
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what kind of people, what kind of businesses should I include
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in my prospecting list? And then you hit send and it's
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going to give you a bunch of stuff you're beginning to
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identify. The whole point of this stage
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identifying is because remember like 2 episodes back I said that
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when we talk about sales, sales one O 1 targeting is key.
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There is no amount of toasting the wrong kind of person, the
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wrong kind of client base, the wrong kind of market segment.
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There's no amount of toasting that you want to do, no amount
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of sweet mouth. It will not materialize into
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good business because you're talking to wrong people from the
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get go. If you're creating an app, for
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instance, which monitors the sounds of babies breathing and
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babies sleeping, and then in the morning, the app will now give
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mommy and daddy a report to say that, oh, your baby had a rough
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night, maybe humidity was too much so baby was coughing.
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You know, that kind of thing. If you now take down your app
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and you go and start talking to people who are already in
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retirement home, do you think you're going to get good
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business from that? Your targeting is already off.
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These things supposed to be used by people who have children, one
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or two kids you're going to go and talk in retirement home.
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People that have really finished giving birth, like what are you
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doing there? The most that will happen is,
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OK, maybe some grandparents might convince their children,
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but you can see that that's a stretch.
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You're better off going direct straight to the source.
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Where are parents or where are intending parents?
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How do you get to schools or how do you get to what do you call
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these things? Again, pre prenatal, I'll be pre
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maternity. You understand those classes
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that you do when you're expecting.
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How do you get into marriage classes?
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People who want to have children, how do you get into
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hospitals? How do you get into classrooms?
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People already have, OK, no classroom.
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That would be too late. Would that be too late?
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OK, maybe like not just school level because that won't be OK.
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There'll still be some young kids in the class but you can't
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see we're trying to get the right prospect.
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So we should always asking ourselves that question and the
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tech bro is correct. Identify who's the ICP, who's
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the ideal customer profile, who's our ideal audience.
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We're trying to match them. Come up with a list of
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demographics. Demographics are the things that
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they taught us in Nigerian school, in business studies,
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social studies. That's for those of you who are
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my set. The same things that they taught
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us, demographics, age, height, location, sex, occupation,
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salary, you know, blah, blah, blah.
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That is demographics. So what am I ideal customer
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audience? Is it male or female?
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How old, where do they live? What jobs do they have?
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You know, things like that. OK, so like back to this idea
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now, for instance, that startup is an app that tracks, tracks
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children breathing and sleeping at night.
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And then in the morning, he gives mommy and daddy a report.
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So obviously, since we're targeting Nigeria and we're
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targeting parents and maybe we want to use common sense as in
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let's go to areas that we can quickly monitor.
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My assumption is at first, you'll be targeting parents
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based in Lagos or Abuja. And of course, Lagos, Abuja
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won't be everywhere. In Lagos, you might not think as
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far as you could do, you know, because of transport, for
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instance, if you want to go and talk to customers and things
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like that. Maybe in the beginning your
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rollout is, you know, Ikeja and then maybe Victoria Island or
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something. It was in Abuja.
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Maybe you concentrate in what's it called, city center, central
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business district, you know, within reach.
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So you can see demographics, men and women who are parents maybe
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between the ages of let me see, when do people born these days?
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Because people know they marry too quick again like before.
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So let's say, I don't know 28, should we say 28 to 35 or
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something? But I think I'm just making
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stuff up because, you know, you know, I'm not a sociologist so I
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don't know these things. So they'll be the demographics
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now. So parents living in these parts
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of Lagos, these parts of Abuja, aged between 28 and 35, then you
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enter in all the other information.
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Let's see what else? Occupation.
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OK, yes, I guess occupation. We might be interested in
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earning capacity as well. My guess is maybe people in
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rural areas might not be interested in this, maybe they
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might, but then they won't be able to pay the kind of money
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that you're looking for. But you see what it is that I'm
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aiming at. So identify the right people.
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What are the demographics then, of course, what are the
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psychographics, the things that people are interested in?
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So that'll be part of your targeting as well.
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So when babes don't they search, you know, maternity, what else?
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You know, all this maternity, maternity stuff on Instagram.
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OK, we now know that, OK, perhaps these are people that we
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can target. So this is part of the identify
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stage and you can see why it is crucial to the support of your
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startup or whatever it is that you're trying to do.
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You can see that this applies whether your startup or whatever
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you're doing, Isha, even if it's bread you want to sell, you're
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selling bread. You still have to identify.
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You still have to go through this stage.
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So the spirit behind identifying is want to talk to people who
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want what it is that we have, who need what it is that we
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have, who can afford what it is that we have, and who have some
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sense of urgency around what we have.
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Urgency just means there is something internal or external
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that is going to prompt them to make a decision anytime soon.
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So the babes were there online who are already searching
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maternity, maternity, maternity. The assumption is you know, they
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don't marry and maybe you know, she don't chop beans.
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So 1 is on the way. Maybe she go born in like 4
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months. You can see now that is urgency.
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There is something internal and external to her.
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The baby is going to drop soon. Or perhaps it might make some
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sense to buy this new gadget or subscribe to this new service so
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that when the baby comes, we can be tracking baby sleep very
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well. We can be monitoring baby sleep
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very well. By the way, for those of you
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listening, I am not you, you know, tech, many people, I'm not
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saying go and create this product or I'm not saying it
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will work. I'm just, you know, now I'm just
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giving an example. But sure, you can see this
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period behind what we're doing, people who want what we have,
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who need what we have, who can afford what we have and who have
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a sense of urgency. I keep on stressing urgency,
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urgency, urgency because Nigerian business owners,
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somehow we always forget this last part.
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Once the person wants it, they need it to be like sitting here,
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Pepper. Then we'll just leave it like
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that. They wonder why people are
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ghosting you. The reason why they were
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ghosting you is precisely because there was nothing that
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was compelling them either internal or external to take
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action anytime soon. And since there's nothing
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compelling them to take any action and take action anytime
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soon, why would they move? They're not ready yet.
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So urgency really important now that simple framework of looking
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at things, want, need, afford, that's from Brian Tracy.
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Then urgency, you know, other people talk about urgency.
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I can't remember who in particular talks about urgency,
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but one need and afford is a very old one that I got from
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Brian Tracy. So you can see that people have
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been talking about these things since, you know, 1960 Borogo as
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is we've been talking about this thing for a very long time. 60
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something, 70 something, 80 something.
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So it is not brand new, which is also another reason why I say
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Eboo should stop allowing people to bamboozle you over the
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Internet. Brand new revolutionary sales
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something framework. These are like brand new
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waiting. These things are as old as hell.
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These things are older than me. Things are older than your
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parents. Don't let anybody bamboozle you.
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The knowledge is out there. All right, then another
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framework of thinking about these things.
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Although this is more of a qualification framework.
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I'll talk about what qualification means later.
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Is you're trying to figure out people.
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It's called BANT. By the way, BANT is an acronym
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Budget Authority, need and timeline.
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So people will have a budget like they have pepper to spend
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on this thing. Authority.
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That just means they are capable of making a decision and they
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have the authority to make a decision.
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So let's say you reached out into a household and yes, the
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household is expecting a baby. So let's say me and my wife,
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would they expect another one? By the way, we're not anyway,
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but if you want to hear that, you know we don't born again,
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then pray for serious pepper because that's all I'm looking
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for. Now, if I can get some good
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money, like serious M's, serious millions in my bank account,
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like I've told my wife now that if we finish this year and then
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in my spending account, not corporate account, the one where
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I dispel from, if I look inside, I see something like 70 M
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inside. I say why not let's try again.
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Let's just see. Maybe the next one will enter
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will be a girl. Let's just try, you know, since
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my mom said me, I didn't give her a girl and my wife said me,
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I refuse to give her a girl. So you know, so pray for your
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boy that the business will move. So if by December end, I look
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inside, I see 70 M I'll say correct babe, where are you?
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I said, babe, where are you showface?
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Oh yeah, it's time to show walking.
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Let's get a girl. So let's say now with this your
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idea, you know that this household we're expecting a
16:47
baby. But the person that you're
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talking to is my sister-in-law, that's my wife's younger sister.
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Is my wife's younger sister in a position to decide on the kind
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of apps or things that will be bought for this brand new baby
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when the baby arrives? You know, I'm not going to
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answer yes or no. I'm just trying to get you to
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see that when you're talking to somebody and you're trying to
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close a business deal, it's also important the level of authority
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that the person has. If you're talking to somebody
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who has no authority, then you are wasting your time.
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So by the way, yes, with the family dynamics that we have
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here, you know, my wife listens to our younger sister.
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So if my, if we're expecting another one and our younger
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sister says, oh, sis, I think you should try this out.
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You know, she might listen. But then again, some families,
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some dynamics, some context, depending on what it is that you
17:40
sell, you know, talking to the sister of somebody or the father
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of somebody or the PA of somebody might not be enough to
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get your proposal through, to get your agenda through.
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So authority is important. And then of course, N in band
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that is need, you know, do they need this thing?
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Then after that timeline, timeline, you know, just means
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when are they getting ready to take action anytime soon?
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So yes, when we're selling, what does it mean when we say sell?
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It means identify, analyze, provide solutions.
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We've spoken about identify. These are the ideas, These are
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the principles that are evolved, sorry, involved in identifying.
18:29
So just in case you're one of those people who watch those
18:31
videos, they watch the video I'm talking about.
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And then when the guy said identify, analyze and provide
18:36
solution, you wrote it down because you could see that was
18:39
gospel truth. But then after the video, you
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now realize that, OK, I don't know how to identify.
18:44
I've given you the answer. So next, analyze.
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Analyze just means when you're talking to someone, you need to
18:54
understand what the situation is.
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You need to understand the situation because the next stage
19:02
is provide solution or make a proposal or make a presentation.
19:06
There are too many of you that go ahead and make presentations
19:11
and but the problem is the presentation that you're making
19:13
is from your own mind, as in like you feel that this is what
19:17
is important. If you've been listening for the
19:20
last week, you know that what's important here is understanding
19:22
value. It's not about what you think,
19:24
it's about what the other person thinks is valuable.
19:26
So you need to understand, analyze the situation,
19:29
understand what it is that they find valuable so that by the
19:31
time you get to provide solution, the solutions we
19:34
prefer those solutions that you are providing is something that
19:37
is resonating with them. You say something, the person
19:40
will feel it in their chest that yes, this guy is talking.
19:43
It makes sense. So that's why I analyze is
19:47
really, really important so that you will make the right
19:53
proposal, make an effective presentation, you provide the
19:59
right solutions. Well, I'll talk about this some
20:04
more because I just did some catching up with a former client
20:07
today and you know, they don't begin to mess up unfortunately
20:10
in one or two areas. And it's around this proposal
20:12
stage, so I'll talk about that in the in the future episode.
20:16
So this is what analyze is about.
20:18
Now, when you are talking to people, you're trying to sell,
20:20
you're trying to get them to buy your product or your service.
20:22
You're trying to get them on board for your whatever the
20:25
analyzing stage. How do you analyze?
20:27
How do you figure out what's going on?
20:30
Well, first of all, as you are hearing analyzing it, it's kind
20:35
of a passive thing, as in you are not in the driver's seat you
20:42
are looking at, you are listening to, you are reacting
20:46
to stuff. All right, So when you are
20:48
analyzing, you are not the main actor.
20:51
You will ask one or two questions to get the ball
20:54
rolling, but then the people should be talking you, you
20:57
should be listening, you should be taking notes.
21:02
So when you're analyzing, you need to try and figure out
21:05
people's current situation. In fact, one of these models is
21:07
called a spin and that is from Spin selling.
21:10
This is a book I was written in, I think it was 1986, I can't
21:13
remember, 86 or 76 by Neil Rackham.
21:16
Neil Rackham N i.e. LIBEZNEILLLA Neil.
21:21
Just go on Google it then Rackham, I think it's RACKHAMI
21:28
think Bashar googled it. The book is what used to be
21:31
famous by the way. You can see that's why I'm
21:37
saying nobody should bamboozle you that the information is out
21:39
there and the information is old 1976 when 2025 now.
21:44
So that should be like, is that like 50 years?
21:48
Yeah. So that means this book is about
21:49
50 years. This book is around like 40-50
21:51
years old. So then body bamboozle you new
21:54
revolutionary groundbreaking, blah, blah, blah, blah, blah.
21:57
For the other thing, the information is already out
22:02
there. So now Spain is an acronym.
22:06
S stands for situation, situation questions.
22:10
P stands for problem questions, I stands for implication
22:13
questions, N stands for need payoff questions.
22:16
So essentially spin selling is just how I put it, the
22:23
framework, all the kinds of questions you should be asking
22:26
people when you're talking to someone.
22:29
You want to sell your app ID, you want to sell your whatever.
22:32
Before you start saying use this app, this app is the best.
22:35
This app is the brightest or you're looking for investment
22:38
before you say invest in this, it is the best is the brightest
22:40
is whatever. Do spin selling, ask situation
22:44
questions, ask problem questions, implication questions
22:48
and need payoff questions now situational questions.
22:50
You're just trying to figure out, you know, how far, what's
22:53
up, What's the 411? What's the situation on ground?
22:56
So simple questions that ask what the current situation is.
23:02
So in this case, you're talking to the parent, you know,
23:06
congratulations. How far along are you guys?
23:09
8 months, That's good. That means baby is going to be
23:11
here in two months time. Congratulations.
23:13
You guys must be excited. You know, you're just
23:16
understanding the situation. Waiting day on ground.
23:20
That is the spin question. Then you also ask, you know, not
23:26
just what was on ground now, but like what have they done in the
23:29
past? It'd be nice to know what are
23:31
they doing to prepare for baby's arrival or you guys have got the
23:34
cot, you've got this, you've done this, you've done that.
23:37
You know, women go through nesting phase.
23:40
I thought it was just my wife, but then I found out later on
23:42
that it's something that lots of women do.
23:45
Some men do it too. But you know me, I didn't catch
23:48
the as in I didn't go through the nesting phase phase.
23:51
You know, that's when baby's coming.
23:52
And also, I think I will need to prepare the room.
23:55
We have to buy a cot. We have to buy this.
23:56
We'll buy this. We'll buy that.
23:58
Yes. So my wife was in serious
24:00
nesting mode when we were expecting serious nesting mode.
24:05
I see. At first I thought it was
24:08
stress, unnecessary stress. So by the way, young men
24:11
listening, when your wife is in nesting, in nesting stage, this
24:15
is what you do. It looks like it's unnecessary,
24:20
but don't worry, it's instinctive, it's hormonal.
24:22
These women know what they're doing.
24:25
I say for our first child nesting stage, all the things
24:30
that my wife bought, it seemed like was unnecessary at the
24:33
time, but I won't like we used it for I think 3 1/2 years
24:40
before we had to buy anything else.
24:44
I'm serious. Beep beep.
24:48
That's the one you put on the neck.
24:49
You know, for when you know children vomit.
24:51
You know how kids can be now you give them a small cereal, like
24:53
next thing just throw, pull over themselves.
24:56
So you buy B, you buy this one's called onesie, onesie, that's
25:03
the fancy pajamas. So B plus onesie plus what
25:08
again? Sterilizer to sterilize the
25:10
feeding bottle. What again?
25:13
And then plenty Boscha, all those things.
25:16
We used it for like 3 1/2, four years.
25:19
Let me even say five years, because between the first child
25:21
and the second child, the age gap is 4 years.
25:26
By the way, that's not really smart that for four years gap, I
25:28
beg is too big. You should try and do 2 years.
25:31
Four years is stress. Because by the time the second
25:34
baby was coming, I was now saying where will I start from
25:37
now how? How do you change diaper?
25:39
I've forgotten everything. Where was I anyway?
25:44
Don't mind me, where was I now guy OK situation so waiting
25:51
there on ground. What have you guys done in the
25:52
past? You know all these sorts of
25:54
things. So you ask all these sorts of
25:55
questions then you now get into problem questions.
26:01
Problem question is where you now try and figure out you know
26:04
is there any problem here or how bad is the problem.
26:07
So for this OK, I picked the wrong example to do this now
26:11
because how will I do problem question now for this baby app
26:15
now OK maybe you ask since we what you guys are doing is
26:20
breathing up happy after monitors baby breathing.
26:23
So you know some personal questions you know any history
26:26
of asthma in the family, you know blah blah blah.
26:28
You say that this is questions around the problem.
26:32
It will also give you a sense of how bad this problem is.
26:37
So if on the boys side, history of asthma, on the girl side,
26:41
history of allergy, then maybe the baby is, is what's it
26:47
called? What's this called?
26:49
What's this thing called again? Now, is it preterm or something?
26:53
You know, babies that have to be born early because of different
26:56
things, you know, you give birth to them, maybe put them in the,
26:59
in the, what's it called incubator.
27:02
Uh huh. So those kinds of parents, you
27:07
know, for those who also have been parents before, you know,
27:09
plenty of anxiety during those stage, you know, you're always
27:11
wondering how will baby come out healthy?
27:14
You know, you go for a visit. So is baby OK?
27:16
Are they growing well? Are they too small?
27:18
Are they, are they too big? You know, all those kind of
27:20
things. So you're asking all these
27:22
questions. Those are problem questions.
27:28
You know what, let me let me switch because I, I don't think
27:32
this is let me switch. Let me think of another
27:35
scenario. I think of another scenario.
27:37
Let's look at the much more business setting because I'm
27:40
assuming that for the those of you who have tech ideas or
27:44
whatever, you're probably thinking B to B, you know,
27:47
selling in the business space. So let me just keep it there.
27:50
It'll be easier to illustrate these principles.
27:52
I'm talking about where Naira and Kobo is involved, know where
27:55
human life is involved. And also to be honest, you know,
28:00
you know, it's getting emotional small because we had one or two
28:05
tragedies along the way. Parenthood is not easy.
28:09
So where was I? I had a problem with stage now.
28:15
So let's say something that is business related problem
28:21
questions we OK, what are the problems that they're facing in
28:23
their business now? How bad the problem is, what the
28:29
solution? OK, let me just use this client
28:30
I was talking about one that I caught up with because they
28:33
they're in the content production space.
28:34
So problem questions will be you now discussing their social
28:38
media strategy. What is their current social
28:40
media strategy? The content that they use on
28:43
social media? What is level of engagement been
28:45
like? Has it been a problem?
28:47
What have they done to try and solve the problem before?
28:50
All those are problem questions. We need to know all these things
28:54
because later on now we're going to create a proposal to say this
28:57
is how we can create contents to solve this, your business
29:00
problem, then your proposal, the flesh of the proposal, the cocoa
29:09
of the proposal. The main points in the proposal
29:11
has need, needs to come from things that they have said,
29:14
problems that they have identified, not the problems
29:17
that you think are important. And in fact, this is where this
29:20
is my former client standing messing up.
29:24
The guy was giving problems that he, he thinks they're important,
29:27
but it's not about you, It's about the client.
29:30
Like I can have a conversation with you right now.
29:33
And I think that out of your business problems, business
29:36
problem 123, I myself, I can think that business problem 3 is
29:41
the most important. But if you don't agree, then
29:43
there's nothing I can do. If you think problems 1 and 2
29:46
are the most important, well, the best I can do is to say,
29:49
look, boss told you straight up that problem 3 is the most
29:54
important. And I really think we should be
29:55
paying attention to problem 3. But you know, now you be your
29:58
guy. You're the one that is pain.
29:59
So if you insist, let's be doing one and two, no problem.
30:03
Let's continue on that route. Let's solve problem 1 and #2 But
30:07
sure, yeah, don't talk calm. Like straight from my heart.
30:11
I really think we should be solving problem 3.
30:13
But sure, you're the clients now.
30:14
You did drop back. So if you say 1 and 2, we'll
30:17
focus on one and two. So those are problem questions.
30:21
Then implication questions. This is also something that
30:23
Nigerian businesses don't do very well.
30:26
You need to ask implication, implication questions basically
30:28
are the questions that you ask, where you ask the person.
30:30
OK, look, this thing is a serious problem.
30:32
Like if we don't fix this thing, like what's the worst that will
30:34
happen? You have to ask because there's
30:37
some people who can't be bothered.
30:39
So I had to remind this, my client that look, remember that
30:41
time when we spoke to one business because we checked
30:44
their Instagram handle and they hadn't posted for 1 1/2 years,
30:47
not a single new post. And so it's something I asked
30:51
them when I know the post because I was the one, I was
30:54
handling the phone calls from my client then and I asked them I
30:58
found out when I know the post like why now?
31:00
It's not going to slow your business down.
31:02
And who must say slow fire? The problem is we have too many
31:10
enquiries. We don't have enough space.
31:12
It was because it's a Co working space.
31:14
We don't have enough Co working space to service the demand that
31:16
we have. We're currently seeing how we
31:18
can even get more space. You see, This is why problem and
31:24
implication questions are important.
31:27
So my client or my former client is sending out proposals to
31:31
people around creating content and around social media
31:34
management and stuff like that. And the proposal is being
31:37
received by people who, quite frankly, do not have content
31:40
problems, do not have social media problems, social media
31:43
management problems. They have different kinds of
31:45
problems entirely, like that one person who for them, they have
31:49
ignored Instagram, they have ignored website, they have
31:54
ignored everything because quite frankly their problem is not
31:58
that they can't create content. Their problem is the people that
32:00
are knocking on the door to say give me office space, they don't
32:03
have office space to give them. So that's why they just ignore
32:07
all of that. So if we don't fix this problem,
32:12
if you just ignore this problem, like what's the worst that will
32:14
happen? For that kind of woman that I
32:16
was talking to, she said there's no problem.
32:19
Now I've been ignoring it for 1 1/2 years.
32:21
He has not caused any problem. I can still ignore it some more.
32:24
Now that kind of person, what's the point in giving her a
32:26
proposal? What will you help her achieve?
32:32
It's the problem, but it's the minor problem.
32:34
She has bigger problems somewhere.
32:38
So we don't ask implication questions.
32:40
The idea behind implication, implication questions, like I
32:42
said, if we don't fix this, any hour, any problem, any busy, the
32:47
person says no, I didn't manage them like that.
32:49
Then leave the person. That's one thing that mechanics
32:55
do well in this part of the world.
32:56
The mechanic will tell you that, Sir, this thing where I don't
33:00
show you, you know, you can do like this, you can do like this,
33:02
you can do like this, but so far, you know they shake when
33:05
you're driving. You think they shake because I
33:07
know they shake. Usually hear any noise.
33:10
No, I didn't hear any noise. OK, Bill, I say you want
33:14
manager. The person was saying yes, I
33:16
want to manage it. Then the mechanic will just
33:18
leave it. The mechanic has done his own.
33:21
The mechanic said Olga, this is the problem.
33:23
It could lead to this. And as they're discussing, the
33:27
mechanical asked some questions. Is he shaking when you're
33:30
driving? No.
33:31
Are you hearing any sounds? No.
33:32
Did anything break? No.
33:35
Did any castle happen? No.
33:38
The mechanic will just leave it when the thing breaks.
33:40
You know you will come back and you will not have to deal with
33:42
it. So mechanics I give you guys a
33:45
thumbs up. You do implication questions
33:48
where so be like mechanics too be asking implication questions.
33:55
Then the N in spin that is need pay off.
33:59
Need pay off is just where you explored.
34:01
OK, if we fix this for you, how much money could you be making
34:05
or how much money could you be saving or how much time can you
34:09
be gaining or how much productivity or how much you
34:11
know, the different things that people the different benefits
34:16
that people get when they engage with your product or your
34:19
service. You need to ask.
34:23
So back to the woman. Let's say she has a serious
34:25
problem with the social media and she thinks that out of every
34:30
10 people who inquire for office space in the Co working hub,
34:35
they only get to sign up. Out of every 10 only get to sign
34:38
up too. And woman thinks she's losing
34:41
maybe about four or five. Now you can send proposal
34:46
because in our own mind, if we can't fix this problem, we're
34:49
going to be losing 3344 inquiries every week.
34:54
And it's a problem. So you have to ask.
34:59
So that is how you analyze, but remember, when it comes to
35:04
analyzing, you are in the passenger seat.
35:08
You just ask some questions, throw the question out there.
35:11
You know, like how you throw grenade.
35:13
Just throw the question and then you keep quiet and you'll be
35:15
listening and take notes. Please take notes.
35:21
The problem with I'm bringing is you have a wonderful
35:23
conversation. You say thank you, you leave.
35:25
By the time you drive back to your house, by the time you
35:27
drive back to your office, you'd have forgotten half of the
35:29
conversation. Look, this is a scientific
35:31
something that has been monitored, you know, in
35:34
different countries, so there's no point in arguing with it.
35:37
If you hear a whole bunch of stuff now, you know, over one
35:40
hour or two hours, I can't remember the decline rate, but
35:44
it's just a normal something when you hear now everything.
35:47
In fact, try it with this podcast, all the things I'm
35:50
saying, everything that makes sense.
35:51
Abby, you're thinking, ah, good, good, good.
35:54
Wisdom, wisdom. That's what you're thinking that
35:55
correct? This guy's dropping knowledge.
35:57
This guy's dropping knowledge. Finish listening to the podcast,
36:00
go about your daily life, wake up tomorrow and then ask
36:02
yourself this intervention. I was saying yesterday, what did
36:05
he say? Get a sheet of paper.
36:06
Try and write it down. You'll be able to write down two
36:08
things because you've forgotten. It's normal.
36:11
So please, when you're with people, write things down so you
36:17
might think it's odd. It's not odd.
36:19
Or you have to just tell them that.
36:20
Look, I don't want to get anything wrong.
36:22
I don't forget anything important.
36:24
I hope you don't mind if I take a couple of notes while we talk.
36:28
Most Nigerians are here. Sure, sure, sure.
36:30
Not a problem. If you want to record the
36:33
conversation ahead, that's what will cause problem because lots
36:35
of us are camera aware everything is being recorded.
36:41
Most Nigerians, if it's being video recorded, most Nigerians
36:43
would lock up or become too formal.
36:45
If it's audio recording, you know they'll now be careful on
36:48
what it is that they say so. So long as you're not doing
36:52
video recording or audio recording, you're just using
36:54
pencil. Don't be writing down a few
36:56
things. You'll be fine.
37:01
So this is the analysis stage. Then final provide solution.
37:06
Because remember the tech bro said when we're trying to sell
37:10
or what does it mean to sell, it means we're doing three things.
37:12
Number one, identify. Number 2, analyze #3 provide
37:16
solutions on provide solution. I'll give him 60% because really
37:23
one, one try to do is not really provide solution per SE.
37:26
It's more like suggest because this is sales, it's business,
37:30
you know? So you put it out there now you
37:32
know, in my own opinion, or I strongly recommend, at the end
37:35
of the day, it's up to the person to accept or to decline.
37:41
So you can't really provide solution, you just suggest it,
37:44
OK. I suggest in my professional
37:47
opinion, I think this is what we should do next in order to
37:50
achieve XYZ results. I strongly recommend that, but
37:54
you know, you can't pass. I strongly recommend because
37:57
it's up to it's up to them. Now when it comes to this
38:02
providing solution stage or like I would rather say suggest a
38:05
solution. One problem that you guys make
38:08
is some of you are trying to propose something and you just
38:12
propose it like that. What you need to do is you need
38:14
to walk people through your decision making process.
38:18
So first of all, you recap. So OK, Sir, thank you very much
38:21
for the meeting. If I understand it correctly,
38:24
this is where you are with your business.
38:26
This is the problem you're facing.
38:27
These are the problems. These are the solutions you've
38:30
tried in the past. This is what worked.
38:31
This is what didn't work. And you're actually trying to
38:34
achieve XYZ goals. You know, Chief, is that
38:36
correct? The reason why you're asking,
38:40
Chief, is that correct, Sir? Is that correct, Madam, Is that
38:43
correct? Are my own points, Is there
38:46
anything I've missed out? Is there anything you'd like to
38:48
correct? The reason why you ask for this
38:50
kind of feedback is because if there's anything you've missed,
38:53
this is the stage that you hear it so that you can now go and
38:58
amend your proposal. Cause some of you just go
38:59
straight into the proposal and you'll realize that some
39:01
fundamental things are missing if you do it like this.
39:06
This is my understanding of the situation.
39:07
This is my understanding of the problem.
39:09
This is what you tried in the past.
39:11
This is where you're hoping we can achieve if we end up working
39:14
together. Is that correct?
39:17
If Chief says no, you've missed out something very important.
39:20
You forgot that this, this, this, that, that, that.
39:23
Now you know you've missed out something and now you know that
39:25
this thing really, really is important to Chief or important
39:28
to the client. And if somebody says, oh, you're
39:31
100% correct, we now have confidence that we can move
39:35
forward. Our understanding is correct.
39:37
Therefore the proposal, the suggestions, the presentation,
39:42
the you know, whatever it is I want to propose next, the thing
39:45
will make sense because they've told us you're on point.
39:49
Go on. So recap verbally with your
39:56
mouth, say it, give the recap, and then get some feedback.
40:01
Did I understand it correctly? Is there anything I've missed
40:04
out? Is there anything that needs
40:06
correction? Are we in agreement so far?
40:12
However, it is use the way that you you talk naturally.
40:16
Recap, seek feedback. It is when everybody says we're
40:21
on point. If you're talking to two people
40:24
like it's a husband and wife, something, you know, hear it
40:27
from the husband. The husband say, ah, yes, yes,
40:29
yes, one point, we can go ahead. So what about you, Madam?
40:32
And Madam says, well, you know about this, about this, that is
40:37
very good because now you know that our guy is OK with
40:40
everything. But for Madam, he still gets one
40:42
or two things where we suppose address before we move forward.
40:47
So please, very, very important. You're listening to me now.
40:51
If you are over 50 years old, don't do this exercise.
40:55
Or for those of you who are younger than if you're like 30
40:58
years old, hold your ears. I repeat, after me you say recap
41:03
and their feedback. Hold your ears, say one more
41:06
time, recap and their feedback. You do that before.
41:11
I now go into proposal or presentation or solution or
41:15
suggestion or whatever that is about where you say OK, if my
41:18
understanding of everything is correct, this is how my XYZ, my
41:22
product, my app, my. This can help you achieve this
41:28
benefit, achieve this physical benefit, achieve this financial
41:32
benefit, achieve this psychological benefit.
41:35
OK, so now I can go back to the baby example and also the
41:39
business example, the content creation example.
41:42
So if I've understood everything correctly, this is how our hap,
41:45
our app, sorry, forgive me, speaking in Yoruba, you know,
41:48
it's already would that say hap hap in sort of an app who say
41:53
hap our hap. So that was I.
41:58
So if I understand correctly, this is how our app can help you
42:02
keep babies safe. But give them proposal that's
42:06
physical benefit. Is there any financial OK?
42:10
No, there's no financial OK. There's financial benefit too.
42:12
This is how our app can make sure that you don't spend too
42:16
much money in hospital visits because the baby will be
42:19
sleeping in very good clean, 100% purified air.
42:24
No need for hospital visit. That's financial benefit and
42:28
then also psychological benefit. If I understand everything
42:31
correctly. This is how our app can give you
42:34
Peace of Mind. You can sleep every night
42:37
knowing that baby is safe and baby is secure.
42:40
So you can see that's the value Trinity there.
42:42
That's what Victor Antonio calls it.
42:43
Value Trinity. That in business, your product,
42:46
your service, your app, your whatever serves 3 purposes.
42:50
It gives people physical benefits, financial benefit or
42:54
psychological benefit. So figure out which benefits
42:57
you're providing and tailor your proposal accordingly.
43:01
Physical, financial, psychological.
43:04
My guy called DD3 FS, even though none of them is built
43:08
with F, but because they have, you know, fee fee.
43:11
So physical, financial, psychological.
43:14
Oh, financial is F OK? Physical, financial,
43:17
psychological, psychological. That's PS, that's S Anyway, you
43:23
get the point. Do three FS, even though it did
43:25
not start with F. And then back to the business
43:32
example, the content production example.
43:35
So if I understand correctly, and if we're trying to achieve
43:40
this, this and then that, that this is how our subscription
43:43
service or our this plan or that plan can help you achieve these
43:48
physical benefits. OK, content, would there be any
43:51
physical benefits? Is there physical?
43:55
If the Instagram handle or the website looks nice, it's not a
43:57
physical benefit. OK, scratch that.
43:59
I don't think there's physical benefit, but then there'll be
44:02
financial benefit. If this is how our app, our
44:09
subscription can help us increase your engagement.
44:11
And through that engagement, we should be able to increase your
44:14
sales by, you know, one extra customer per week.
44:19
And that's financial benefit. And then is there psychological
44:22
benefit? Psychological, OK, I guess
44:25
engagement to be a psychological benefit.
44:26
You know, more likes and more shares and more retweets.
44:29
But sure, you catch the point. Whatever it is that you're
44:32
selling, your startup idea, your product idea, your whatever,
44:36
there's a value Trinity that is involved.
44:38
There is a physical benefit, a financial benefit or a
44:44
psychological benefit. You don't give them the
44:47
proposal. Now, this is a mistake that lots
44:51
of Nigerian business owners make at this stage.
44:53
They relax in their chair and they say nothing else.
44:56
This is the stage where the man or the woman that you're talking
44:59
to across the table will say, you know, if you give me a lot
45:02
to think about, I'll get back to you.
45:05
Can I call you next week Friday? You say, Oh yeah, sure.
45:07
Please take your time. Take your time.
45:09
That is how you enter into ghost mode after you have given it to
45:14
them like this. This is the physical, this is
45:16
the financial, this is psychological benefit.
45:18
This is not the time to lean back in your chair and relax.
45:22
Remember feedback. Gain some feedback.
45:27
How does that sound to you? Are you interested?
45:31
Which part of the proposal are you most excited about?
45:35
When would how soon would you like to start working on this?
45:38
Not that. Share some kind of feedback.
45:41
That is what allow you to take you to the next stage and do a
45:44
trial close or please after you get to this age or provide
45:50
solution where you've made your proposal, you've done your
45:52
PowerPoint, you've done your pitch deck, you've done your
45:54
whatever. This is not the part where you
45:56
now lean back in your chair and then be smiling in your mind.
46:00
You'll be thinking, man, I was dope.
46:03
I was on fire with that presentation.
46:05
I was on point. No, no, that's not the stage.
46:09
Gain some feedback. Anyway, we're talking for 15
46:12
minutes so let me just bring you to a close.
46:14
But basically on this one, tech bro was 100% correct.
46:17
The only mistake he made was he didn't break it down and tell
46:20
you guys, this is how we identify.
46:21
He didn't tell you, this is how we analyze.
46:23
He didn't tell you. This is how we provide
46:24
solutions. Now please, something I need to
46:27
point out all the ideas that I've discussed here.
46:30
You know them plenty. So go back and listen again and
46:33
again. But these are not the only ways
46:35
that you can identify, analyze or provide solutions.
46:38
I've just given some simple, easy to remember frameworks.
46:43
So if you come across anything that sounds a little bit
46:45
different, you know, it doesn't mean I see the thing will work.
46:47
It will work. It's just, you know, somebody
46:50
coming at it with, you know, through a different, a different
46:54
angle. But essentially we're all doing
46:56
the same thing. When we try to sell, we're
46:57
trying to identify the right people.
47:00
We're trying to analyze the situation, make sure that we
47:02
have the correct problem. Then after that, we're trying to
47:05
give a solution. And hopefully we'll now collect
47:10
our money. We now collect 10 million
47:12
deposits or whatever it is that you're trying to seek.
47:17
So let me bring it to a close here.
47:19
So thank you very much for listening and remember, if you'd
47:23
love to connect because you have a question, you have a query,
47:26
you have a comment or you came across something, you want to
47:30
know what I think this is incorrect or is it BS?
47:34
Then here's my phone number. You can call, send me a text
47:39
message or a WhatsApp message on 08064662140.
47:46
So thank you very much for your time and attention.
47:48
I'll catch you guys some other time.