Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Unlock Higher Sales by Selling Your Customers' Success

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Unlock Higher Sales by Selling Your Customers' Success · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome. My name is Tavishimah Ayede.
• 0:04
  I'm the host of the podcast that I'm making today's recording at
• 0:07
  home, so there will be some noise in the background.
• 0:10
  Now today on the podcast, we're going to look at how to do
• 0:13
  outcome based selling for your product or your service.
• 0:17
  Again, what we're going to look at today is how to do outcome
• 0:21
  based selling for your product or your service.
• 0:24
  What does this mean? Why should you be paying
• 0:27
  attention? How can this help you make more
• 0:29
  money? These are the sorts of things
• 0:31
  I'm going to be talking about today.
• 0:33
  Now, if you're interested in these kinds of business issues,
• 0:35
  then subscribe on Spotify, YouTube, Apple or any player of
• 0:40
  your choice. And if you'd love to connect,
• 0:41
  call, SMS or WhatsApp me on 08064662140.
• 0:49
  So again today on the podcast, how to do outcome based selling
• 0:53
  for your product or service. Now let's look at a couple of
• 0:55
  definitions. As usual, when I try to define
• 0:58
  something over here on the podcast, I'm not trying to be
• 1:01
  academically precise and I'm all trying to be technically
• 1:05
  correct. So yes, you will go to some
• 1:07
  website and you'll go to some business books and you will find
• 1:10
  a much more comprehensive definition.
• 1:14
  But I'm just trying to define things in a way that will be
• 1:17
  easy to remember because my focus over here is easy to
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  remember. Easy to understand means easy to
• 1:23
  do increases the likelihood that you're going to do this thing
• 1:27
  later on. So outcome based selling, that's
• 1:31
  just any, how will I put it? Now the strategy, if we can put
• 1:35
  it that way where we try to change focus from the product or
• 1:40
  the service when say we shift to what it's doing for the
• 1:44
  customer. I repeat, any kind of strategy
• 1:49
  where we're not focusing on the product or the service, but
• 1:52
  we're focusing on the results. What does this thing do for the
• 1:56
  customer? This is important because the
• 2:00
  average Niger person is trying to sell the thing, the thing,
• 2:03
  the thing, just emphasizing the thing.
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  For instance, I'm having a chat with someone right now in my
• 2:08
  inbox, and what this guy does is crypto.
• 2:14
  Yeah, as usual, crypto and algorithmic trading.
• 2:20
  So we just started YANI last night.
• 2:23
  Now this morning already the guys, you know, crypto, crypto,
• 2:26
  crypto guys just sending me messages, Bra bra, case study,
• 2:31
  case study. And then he's trying to explain
• 2:33
  everything. Computer node, this, that, that,
• 2:36
  that, you know, and for those of you in the tech space, I've been
• 2:39
  telling you guys since that, look, you guys, you love your
• 2:43
  tech, I understand, but you get too caught up in these sorts of
• 2:46
  things. I mean, at the end of the day,
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  who are you selling to? You're selling to ordinary
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  people like me, you know, coming to tell me about computer node.
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  Yes, I'm smart enough and I know the computer node is so let's
• 2:56
  just pretend that you know I'm I'm the average Nigerian
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  computer node. How is that why I'm going to buy
• 3:04
  from you? So you think the more you
• 3:07
  continue Bra bra bra platform platform web three, Web 3
• 3:11
  computer node computer node algorithmic algorithmic this
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  that that instead of paying attention to your product or to
• 3:22
  your service, he said be thinking in terms of what it
• 3:25
  does for the customer. So if you're looking for people
• 3:28
  who want to hammer, who want to hammer big, that is the language
• 3:33
  that you should be speaking. You should be speaking hammer,
• 3:35
  hammer, hammer and crypto is the way that we help you.
• 3:39
  Hammer. Not saying computer node,
• 3:43
  computer node buckling, this compatibility, this
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  compliability, this Web 3, this state-of-the-art, this that,
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  that, that. Well, yeah, you'll be able to
• 3:54
  overwhelm some people who would buy just based on that because
• 3:58
  you'll be like, man, this guy, this guy is smart.
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  The English that he's dropping everything like oh more, this
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  might be a good deal, but the average person, to be honest,
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  you're just overwhelming them with a bunch of beers with a
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  bunch of nothing. So for the average Nigerian
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  business person or whoever is listening to this podcast right
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  now, instead of talking on features, specifications and
• 4:23
  things like that, what you should be doing, you should be
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  paying attention to the results, tangible results that the
• 4:31
  customer is going to achieve by using a product or a service.
• 4:34
  I repeat, if you're selling mobile phone, instead of saying
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  2023, sorry, 2025 Samsung, blah, blah, blah, Bluetooth high
• 4:43
  speed, something this, not that, blah, blah, blah, just pay
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  attention to what you think the measurable results the person
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  will achieve and then hop on that.
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  So if you think this babe wants to be the envy of all her
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  friends, then I like the fact that you know, is the latest.
• 5:00
  You know, he just dropped. It's only in America that
• 5:04
  they're selling it now. This is the one that that what's
• 5:10
  her name? Kardashian.
• 5:12
  Sorry, this is the one that Kim Kardashian was using in her last
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  video. That's what you highlight
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  instead of saying Bluetooth for inter interoperable
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  connectivity. Something, something, something.
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  So pay attention to who you're talking to instead of talking
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  about features, specifications and all these things of your
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  product focus. What is the result that this
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  person will get? This kind of person that I'm
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  talking to, this level of person that I'm talking to?
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  What are the kind of benefits that these kind of people
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  typically enjoy from this kind of thing?
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  And that is what you should be emphasizing.
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  In other words, outcome based selling is customer centric.
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  You have to be looking at the customer who is in front of you.
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  It's not about your pitch, it's not about your product.
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  It's not product centric or is customer centric.
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  There's a potential customer in front of me.
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  Who is he? Who is she?
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  How can I read them? How can I understand them?
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  How can I figure out what they're going, what's going on?
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  How can I figure out what they like?
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  Oh, this is the thing that they like.
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  Let me begin the twist and the truth and the prod.
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  And they emphasize this thing because it's what they like.
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  So this customer centric approach involves you becoming a
• 6:33
  consultant or a trusted advisor. That's the reason why on this
• 6:37
  podcast I keep saying, yes, we are all business people, but
• 6:41
  when it comes to setting, let's pretend that we are doctors
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  because the first thing a doctor says is, oh, hello young man,
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  how can I help you today? And then they listen.
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  Based on that, they will now say, OK, young man, it looks
• 6:52
  like you have a subdue, subdoroma, hematoma.
• 6:56
  And because of that, we have to amputate your left leg.
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  You know, the doctor doesn't just come and start saying
• 7:02
  amputation, amputation, amputation.
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  Even if he believes amputation solves all problems, he will
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  listen to you first. Based on what you will say, he
• 7:11
  will now say, OK, what we need to do is we need to amputate
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  your left leg. But they will listen before they
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  make a recommendation. So understand the customer's
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  goals. What are they trying to achieve
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  personally? If you're talking to someone who
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  is the business person, what are they trying to achieve business
• 7:29
  wise? What are the goals that they
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  have? What are the challenges that
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  they're facing? What are the desired outcomes
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  that they're looking for? Those are the things that you
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  will now be stressing when you're talking to them.
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  So the key characteristics basically or the key steps of
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  outcome based selling is to focus on why, not the what?
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  So don't focus like this guy who is telling me, you know,
• 7:59
  algorithmic trading. So, so, so, so platform, this
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  integration, this backlink computer node, this dot dot dot
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  dot. He's focusing on the what?
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  This is what he has for sale. He has what he thinks is a
• 8:13
  revolutionary AI trading platform.
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  So he's focusing on the what, the what, the what he needs to
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  focus on the why. If anybody comes on this
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  revolutionary platform, why are they here?
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  Are they here because they want to feel smart?
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  Are they here because they want to feel like they have a bunch
• 8:31
  of money? Are they here because they want
• 8:33
  to feel like they're cutting edge?
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  And then that is what you emphasize because there's some
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  Nigerians who like to feel like they know also of their cutting
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  edge. So for that person, that's what
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  you emphasize. Now, Omar, you sound very sound,
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  very knowledgeable. OK, Yeah, we have the cutting
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  edge this, cutting edge that. What other protocols are you
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  playing with? What other languages do you know
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  what are that is whatever that. And you continue to emphasize
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  cutting edge, cutting edge, cutting edge, cutting edge
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  because you're being customer centric.
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  The person that you're talking to, his own concern is cutting
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  edge, cutting edge. Now for the person who wants to
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  hammer, who wants to blow, who wants to double his money,
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  that's why you emphasize AI algorithmic trading platform
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  potential to double your money, triple your money, double your
• 9:19
  money, triple your money, double your money, triple your money
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  because you're being customer centric.
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  You're looking at what the person wants to get out of the
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  situation and you are advising. Sorry, you're emphasizing
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  precisely that. So focus on the wider person is
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  here, not what is it that you have to sell.
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  And your pitch basically is, oh, is this what you want?
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  This is how my product or my service will help you achieve
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  this thing that you're looking for.
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  Simple. Now, this involves the process
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  of deep discovery and understanding.
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  Discovery in sales just means you're asking questions to try
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  and understand, like what's going on?
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  Who is this person? What's the problem?
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  It's a way of doing research. When you're talking to people,
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  you're asking insightful questions, You're trying to
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  uncover their specific needs, you're trying to figure out some
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  pin points, you're trying to figure out their goals.
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  But this thing is conversational as per just talking, just
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  flowing, just like how you're listening to me and I'm talking
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  right now. That's how we're supposed to be
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  in the customer's mind. You'll be as if this guy is just
• 10:31
  making casual conversation. But you, you know what's up.
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  You're trying to elicit some information.
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  You're trying to understand exactly what this person wants.
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  So we need to do discovery. We need to understand who we're
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  talking to. Then again, value based selling,
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  sorry, outcome based selling is value driven.
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  And remember, whenever we say value on this podcast, we don't
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  mean from your end because we all have different reasons.
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  We all have different reasons to think something is valuable.
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  You focus on value as the other person sees fit.
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  So for me, my Jiaomi 13 C be rocking this phone for, I don't
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  know, it's almost like 3 years, four years for me.
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  It's a valuable piece of equipment.
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  For some other person, this phone is not valuable because
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  this phone is 4 years old as far as they're concerned.
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  Like why should you be talking about, you know, why should you
• 11:34
  be talking about Barack Obama in the time of Donald Trump as a
• 11:38
  now and don't pass. So for some people, this phone
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  that I'm using is a relic, is dead, no value.
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  You've used all the value you finish.
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  But for me, then I'm looking at things from a very practical
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  point of view. The thing still makes calls.
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  The thing is still fine and sleek.
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  I have more memory than I would ever need.
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  The processing power on this thing is fantastic.
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  I mean, I don't care that this thing is 4 years old for me,
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  there's still value. So you can see how if you you're
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  selling a mobile phone, the value is not according to you,
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  it's according to the person. So if you're with the person who
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  is seems to be thinking in terms of what is trendy and
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  fashionable and or whatnot, you better not bring a Xiaomi 13 C,
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  You better bring the 16C or whatever the correct model is
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  now. But for somebody who is looking
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  at things from a very practical point of view, who can be
• 12:31
  bothered about names, trends and or whatnot, then or more, you
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  better try and figure out what technical specs this person
• 12:37
  needs in a phone and recommend it accordingly.
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  So if it is Alcatel, that means the specifications sell the
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  Alcatel. It's not a matter of what it is
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  that you you value. So value driven, outcome based
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  selling is value driven. You're looking at the customer.
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  What does the customer value? What will be a good ROI for the
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  customer? Return on investment.
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  Return on investment just means I put in X amount.
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  Well, traditionally when you say return on investment, it means I
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  put in X amount. How much money did I get back
• 13:11
  out at the end of the day? But nowadays, you know, we can
• 13:13
  see ROI for anything. Like I invest my time here, I
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  invest my money here, and then these are the results I get.
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  That's why I hear, you know, I'm no longer in the dating field.
• 13:24
  So I don't know. But I hear that nowadays boys
• 13:29
  have started asking girls, what do you bring to the table?
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  So, you know, that's kind of like an ROI conversation, Like,
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  OK, no problem. We'll be dating or be walking
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  towards marriage, but you might what are you bringing to the
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  table? The boy wants to know what's the
• 13:43
  ROI if I invest my time and my resources in this relationship
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  was the one that will come back out.
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  By the way, my own opinion. I think that's a very useless
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  question. Boys should not be asking what
• 13:53
  do you bring to the table, but that's a separate conversation.
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  So my own opinion show if you're a boy that wasn't a girl, you're
• 14:02
  not asking how what do you bring to the table guy?
• 14:07
  Anyway, let me leave that one. So that's our way now, because
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  you're going to be taking this kind of approach trying to
• 14:17
  figure out the customer, what it is that they value.
• 14:20
  You will find that you are going to be building long term
• 14:22
  relationships when you do outcome based selling.
• 14:24
  And that is good because remember that the focus of
• 14:28
  selling is we're trying to get somebody to buy today, to buy
• 14:32
  repeatedly over time, stick with us for a very long time and also
• 14:37
  refer people to us while they're here.
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  And we can only optimize that if we invest in long term
• 14:44
  relationships. So this part is good.
• 14:49
  Also it helps to build trust, it helps to build loyalty.
• 14:56
  So summary I have been saying one thing in 20 different ways,
• 15:02
  but I hope you guys are getting it now when you hear outcome
• 15:05
  based selling, basically just trying to sell the vision of the
• 15:09
  future or the vision of the reward that the person will get
• 15:14
  when they use your product or your service.
• 15:16
  So just like this chap who is in my who's trying to kill my phone
• 15:20
  now because I checked guy sent another 24 messages.
• 15:24
  If nobody say you know, I don't want to be rude.
• 15:26
  I don't block the guy since he doesn't know that all the
• 15:29
  reports he's sending, I'm not reading them.
• 15:34
  So what is what happens when you fall in love with your your
• 15:37
  product or your service? You'll continue to talk about
• 15:40
  the product, the feature, the product, the feature, the
• 15:43
  product, the feature. Meanwhile, 99% of the people
• 15:46
  that you're reaching out to, they don't send you for for
• 15:50
  crap. They don't instead of blasting
• 15:54
  people's inbox saying bye bye bye, product feature, product
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  feature. I'm the best, I'm the brightest,
• 16:03
  I'm the newest, I'm the latest. I'm the this, I'm the that
• 16:06
  engage somebody in the conversation and try and figure
• 16:08
  out what they're trying to achieve.
• 16:10
  When you figure out, then you can start going into that whole
• 16:15
  into the whole thing. Now for those of you who watched
• 16:22
  to kill a Monkey, where if he met Amanda, I was talking to
• 16:26
  Amanda trying to get to know her.
• 16:28
  And at the end of the day, you know, he asked straight up what
• 16:30
  she wants out of a relationship and she told him that I want my
• 16:33
  bank account to rise. And if he say is that it?
• 16:36
  She say yes, it's OK, no problem.
• 16:38
  More they go. And that's how relationship
• 16:40
  started because he spent time trying to find out from Amanda,
• 16:44
  what is it that you want in a man?
• 16:47
  What do you want from me as a *** So it's the same thing.
• 16:55
  You don't go there saying I'm the biggest, I'm the best, I'm
• 16:57
  the brightest, I'm the newest, I'm the smartest.
• 17:00
  He asked her what does she want? She said stimulate my bank
• 17:03
  account, let the thing rise. And then the relationship
• 17:06
  started. Another woman will tell you that
• 17:10
  on the God fearing man who's going to raise my children.
• 17:12
  Well, if you're not a God fearing somebody, that's the
• 17:15
  point at which you exit. If you're a God fearing
• 17:17
  somebody, you say, ah, my sister, do you know that?
• 17:21
  That is what I read this morning when I opened my Bible to the
• 17:24
  book of first John chapter 3. And then conversation continues
• 17:27
  and you're on the right course. So as the same in relationships.
• 17:31
  So as it is in business. In fact, let's look at the case
• 17:34
  study. I'm not waste your time because
• 17:36
  we've already done 17 minutes. So the case study now that I
• 17:42
  want to use is this guy the Joel brand.
• 17:46
  I mentioned him I think last week, the reason why I'm using
• 17:51
  the job brand, he's in the all, I call it again, customized
• 17:56
  athletic wear, customized gym wear.
• 17:58
  Now, the reason why I'm using him, quite frankly, is just
• 18:01
  because that's the last serious business conversation that I had
• 18:05
  last week. That's minus the coaching
• 18:09
  engagement that I have for my other clients.
• 18:12
  But I've been talking about those ones, you know, too much.
• 18:14
  So let me just talk about somebody else.
• 18:17
  So now the job brand is in customized athletic gym wear.
• 18:23
  So excuse me, so now somebody in that space, now who what they do
• 18:28
  is they sell gym clothes, gym short knicker, gym bra, gym
• 18:33
  tracks, gym sweat band and all these kind of things.
• 18:37
  The traditional approach that most people would do, the old
• 18:41
  school approach is the salesperson will be talking
• 18:43
  about the gym wear itself. We'll be talking about the the
• 18:49
  thing, the what the person will be saying.
• 18:53
  Our jerseys are made with moisture, moisture absorbing
• 18:58
  fabric, reinforced stitching. We can do sublimating printing.
• 19:05
  We can personalize with any logo.
• 19:06
  The person will be talking about features, features, features,
• 19:10
  features, features. Now the problem with this
• 19:14
  approach, like I've said, is that you're focusing on the
• 19:16
  product itself and not the person's needs.
• 19:20
  If everybody you talk to, you start saying that, oh, our
• 19:23
  jerseys are made with the best fabric from Italy, absorbed
• 19:26
  moisture, reinforced stitching, we can print logo, no fading.
• 19:30
  Something, something, something like you're just trying your
• 19:34
  luck, you're doing, you're shooting in the dark.
• 19:37
  You might hit on something that the person's like or you might
• 19:40
  not. Funny thing is, even when you
• 19:42
  talk about the one that the person is like, you won't even
• 19:43
  know because you're not asking questions.
• 19:47
  So if you're on this space, don't focus on the product.
• 19:51
  We know you are proud of your product.
• 19:53
  What's all boasted about how good your product is?
• 19:56
  Do outcome based selling. An outcome based selling
• 19:59
  approach would be to focus on the things that this person
• 20:05
  wants to achieve. This person who you're talking
• 20:08
  to? What did you want to achieve by
• 20:10
  buying gymware? So the discovery that you will
• 20:14
  go through is to start asking questions about the person's
• 20:19
  fitness level now or the fitness level that the person wants to
• 20:23
  achieve. So you now know what to
• 20:25
  recommend or the person's style goals.
• 20:29
  Because for those of us who used to go gym small back in the day,
• 20:32
  we know that the clothes that you need, if you're doing
• 20:35
  kettlebell workout or high intensity training, it's not
• 20:38
  necessarily the same kind of clothes you need.
• 20:39
  If you what you're going to be doing is lots of stationary
• 20:43
  work, you know, with, you know, with presses and curls and you
• 20:49
  know, stuff like that. So it depends.
• 20:51
  Just like the person who's going to be stretching and doing yoga,
• 20:54
  you know, you dress a certain way, not the same way that you
• 20:56
  would dress if your workout routine is you're using the
• 20:59
  treadmill, the treadmill all the time.
• 21:02
  So it depends before you start saying buy this, this is the
• 21:06
  greatest, this is the best, it's the newest.
• 21:08
  It is from China. This is the one that they wore
• 21:10
  in 2024 Olympics. This is the one that has
• 21:14
  reinforced teaching. No, no, no, no.
• 21:16
  Ask the person questions about them, their fitness level now
• 21:21
  their fitness level where they wants to go.
• 21:23
  By the way, you also have to about ask about their style
• 21:26
  because people when we go to the gym, you like to show up,
• 21:28
  correct? You have to you want to look on
• 21:30
  point. Excuse me, you know nowadays
• 21:34
  going to the gym is not just health and fitness again is also
• 21:38
  hookup. You know, you see your life
• 21:40
  partner is also you know you might see business partner.
• 21:43
  So you have to come correct. So ask about fitness goals, ask
• 21:48
  about style goals. You're trying to focus on a
• 21:53
  personal style, focus on specific needs, understand their
• 21:59
  unique situation so that you will recommend the bra top that
• 22:04
  she will like or the kind of track pants that he will like,
• 22:09
  that they will love and that they will use.
• 22:11
  So there are different kinds of discovery questions you can ask.
• 22:14
  Now on this podcast, whenever we say discovery questions, we mean
• 22:17
  questions about the product. Two classes of questions you
• 22:20
  should be asking your sales process, discovery.
• 22:23
  And what's this other one? Now, whether I keep forgetting
• 22:28
  discovery. And OK, oh Marshall, I've
• 22:33
  written this thing down. So give me one second.
• 22:35
  Qualification and discovery. So qualification questions,
• 22:39
  discovery questions. Discovery questions are
• 22:41
  questions about the problem. Qualification questions are
• 22:46
  questions about the person. So you should be asking
• 22:49
  questions about the problem and the person.
• 22:51
  In fact, let me stop saying qualification and discovery
• 22:54
  because sometimes I forget. And then let me not confuse you,
• 22:57
  especially if this is the first time.
• 22:58
  So let's just say questions about the person, questions
• 23:01
  about the problem. So you should be asking
• 23:03
  questions about the problem. Thank you very much, Sir, for
• 23:06
  reaching out to so, so, so and so.
• 23:09
  Yes, you want to buy bra top. But before I make any
• 23:11
  recommendations, I'd like to ask you a couple of questions.
• 23:13
  I hope that's OK. So we can recommend the best
• 23:17
  stuff for you, especially since if you've checked on Instagram,
• 23:20
  you see that over the last four years we've done over 320
• 23:26
  designs. So before I recommend the one
• 23:29
  that works for you, you have to answer a couple of questions.
• 23:31
  So what kind of workout do you do?
• 23:34
  Are you doing high intensity training or you're one of these
• 23:38
  yoga people? You're into yoga?
• 23:41
  Oh bro, the way I'm seeing you is as if you like weightlifting.
• 23:47
  Oh, you're talking about losing weight.
• 23:49
  So are you going to be doing lots of running in this gear?
• 23:53
  Make it conversational, but ask the question.
• 23:56
  This is questions about the problem.
• 23:58
  So we're trying to figure out that kind of workout.
• 24:01
  It is based on the answer, you will now be able to say this
• 24:05
  kind of material is not everybody that you now go
• 24:08
  straight to moisture, moisture absorbing material.
• 24:11
  It depends. For some people that like to run
• 24:14
  and maybe they like to run first thing in the morning and maybe
• 24:16
  first thing in the morning is very, very cold.
• 24:18
  You know, you might be looking for material that provides
• 24:22
  insulation. So it depends on what the person
• 24:25
  wants to do. It's not every single guy that
• 24:29
  shows up and says I want to buy a track trouser for gym.
• 24:33
  They start recommending one kind of track trouser for them.
• 24:36
  You ask them question, the guy who is going to go and lift
• 24:39
  weights in the gym, the track trouser you sell him is
• 24:42
  different. The one who wants to be running
• 24:44
  the track trouser you sell him is different.
• 24:46
  The one who wants to go and play badminton, the track trouser you
• 24:49
  sell him is different. So questions about the problem.
• 24:54
  Then you also ask questions about their biggest frustration
• 24:58
  with off the rack where now that is where this guy Joel brand
• 25:01
  comes in, because Joel the Joel brand, if you remember, if you
• 25:04
  listen to that episode, he sells customized gym wear.
• 25:08
  And that's because there are some of us, you know, who have
• 25:11
  irregular body proportions. And so if we go and buy the one
• 25:15
  that is on the rack, you know, it's not going to be it's not
• 25:18
  going to work. Like you mentioned, a customer
• 25:20
  who he can buy something if it's, but the moment he raises
• 25:23
  up his hand, the thing will rise to half of his stomach.
• 25:27
  So in other words, for that kind of person, he needs gym clothes
• 25:30
  where you add several inches on the bottom.
• 25:33
  Some of you say, why is that important?
• 25:35
  It's very important when you're playing football with your guys,
• 25:38
  you know, you're trying to signal somebody that you're
• 25:40
  free. You raise your hand, all of a
• 25:41
  sudden everybody can see your potbelly.
• 25:43
  Now these things matter, may not matter for you because you know,
• 25:47
  maybe you're young and in shape now, but you know, for some of
• 25:49
  us these things matter. So you ask them all the ones
• 25:55
  you've been buying off the rack was was your biggest frustration
• 25:58
  or what don't you like is it perfect?
• 26:00
  I'll be the support is not correct.
• 26:03
  Well, this support thing is a question that most likely you
• 26:05
  ask women. So back support and then also
• 26:07
  support with the all I put in now with the you understand the
• 26:13
  one in front or is it that the style is unflattering.
• 26:18
  Yeah, like my mom, for instance, because for me, I'm like, you
• 26:21
  know, just buy workout clothes, let's go.
• 26:23
  My mom would say no, this one is not flattering.
• 26:24
  I'm like, which one is flattering?
• 26:27
  Is it not to work out, just buy anything that's good.
• 26:29
  She will say no, she wants to buy something flattering as I
• 26:32
  will now waste time 45 minutes just looking for the one that's
• 26:35
  flattering. So when you go through this, it
• 26:41
  shows the customer that you understand their pain points,
• 26:43
  and it would now allow you to highlight the bespoke one, the
• 26:47
  correct one that would be good for them.
• 26:49
  Also ask them about their sense of style.
• 26:52
  So what's your sense of style? Do you like bright colours?
• 26:54
  Are you minimalist? Are you bold?
• 26:56
  Are you trendy? Are you like the classic
• 26:58
  silhouettes? Simple things.
• 27:03
  One thing that Joe Brand does which is good, he asked people
• 27:05
  for to send. He asked people for photos.
• 27:09
  OK, do you have a couple of photos?
• 27:11
  Can you send? OK, you saw it on somebody's
• 27:13
  profile, can you show me? OK, This is the inspiration that
• 27:17
  we're working with. You can see you're not getting
• 27:21
  the information that you need to make a tailored recommendation.
• 27:24
  Or you ask the person, are you looking for a specific feature
• 27:27
  like no ball pockets? Funny enough, you know, my wife
• 27:30
  is one of those babes. For her, the thing just has to
• 27:33
  have pockets. And for some reason when people
• 27:35
  are designing women clothes, they don't like putting pockets.
• 27:37
  I don't know why. So for men, they give us pockets
• 27:41
  2IN front, 2IN back, but women, they don't give them pockets.
• 27:45
  So my wife is one of those pocket people and Wayne, it
• 27:49
  makes sense because you can't be strolling on the streets.
• 27:52
  You're doing your workout and then you're now holding your
• 27:55
  phone in your hand. So my wife would like one of
• 27:58
  those ones that has pockets maybe in front like zip pocket.
• 28:02
  You zip put the phone there, zip it back.
• 28:04
  Then that part is water resistant so that the sweat
• 28:07
  won't damage your phone. I know some of you who have
• 28:11
  never sold gym gym clothes before.
• 28:13
  You'd be now thinking, is it this complicated?
• 28:16
  Well, it depends. If you just want quick money and
• 28:19
  you don't care about return business, then no, it doesn't
• 28:21
  have to be this complicated. Look at the person, go to the
• 28:24
  rack, pick the one you think makes sense, give to them,
• 28:26
  collect their money, send them on their way.
• 28:29
  If you are hoping to build a loyal customer, somebody that
• 28:32
  will stick with you for a very long time.
• 28:34
  I appreciate the level of business, the level of care that
• 28:41
  you bring to your business, then yes, make it this complicated
• 28:44
  because what we're trying to do. So we're trying to make sure
• 28:46
  that by the time this woman leaves this shop and by the time
• 28:49
  she goes and does the workout, if anybody has sign there, what
• 28:53
  do you buy this issue? Say look, you know what?
• 28:54
  Pick up the phone call Joe, he was fantastic.
• 28:58
  He recommended this because of this and that that that that
• 29:01
  that he took his time and listened to me and make sure
• 29:03
  that he recommended the best thing for me.
• 29:05
  Call Joe. He's the guy.
• 29:07
  That is what we're trying to achieve when we're doing outcome
• 29:10
  based selling. So if it's too much work for
• 29:14
  you, like I said, and just ignore the process.
• 29:16
  Look at her up and down, try and guess the kind of person you
• 29:19
  think she is, then just give her anything.
• 29:23
  Then also you need to ask questions about the person of
• 29:29
  course. Try and set your expectations.
• 29:30
  So in this case, you know, I would say it.
• 29:33
  Now look, boss, Madam, what we do here is we have bespoke items
• 29:37
  and they're typically more expensive than mass produced
• 29:40
  ones. The reason why I will say that
• 29:43
  early is because I want to establish clearly and be sure
• 29:47
  that when we're talking pricing that our expectations are
• 29:51
  aligned 100%. Say, oh really?
• 29:54
  How expensive do you mean? That's about why I now say,
• 29:57
  well, typically off the rack, if you're going to buy joggers from
• 30:01
  other places, you can find joggers, you know that cost
• 30:05
  anything between 18 to 12 K. But because of our own
• 30:09
  customizing features here, you know, our joggers start off at
• 30:14
  25 K and could go as high as anything else.
• 30:16
  I'm 42K. Are you OK with that?
• 30:19
  I want to have that conversation quick.
• 30:22
  So the person who thinks that is expensive, wrong.
• 30:26
  Because there's some people who say other people are selling 12
• 30:30
  to 18, even that 12 to 18 is expensive, not to talk of your
• 30:34
  own. You know what, let me go down.
• 30:35
  Let me go to bed down, select, bring that up early.
• 30:40
  Let her remove herself from the equation that you're too
• 30:43
  expensive. That's one approach of handling
• 30:48
  pricing and budgeting. So that's the one that I
• 30:51
  recommend for most people because I really think there's
• 30:54
  no point in having a 45 minute conversation with somebody.
• 30:58
  At the end of 45 minutes, they say you're too expensive or you
• 31:02
  invest in 3-4 weeks building a relationship with someone.
• 31:05
  At the end of four weeks, they say you're too expensive.
• 31:07
  If I'm too expensive, I want to know that on day one, I want to
• 31:10
  know within maybe 5-6 minutes of the conversation so that if
• 31:15
  we're going to get married, if we're going to do this business
• 31:20
  relationship, let's go ahead and do it.
• 31:22
  If we're not going to do it, let's know from the beginning.
• 31:26
  So excuse me, have a quote. So yeah.
• 31:30
  So questions about the person. I try and bring up the budgeting
• 31:34
  early, then also ask about timelines.
• 31:36
  That's part of the conversation that Joel and I were having
• 31:39
  because remember, Joel was his crew is being overworked because
• 31:42
  there's him, there's a team of four, and because he's in high
• 31:47
  demand, he's having problems with meeting the overworking
• 31:51
  themselves basically. So the timeline conversation,
• 31:55
  OK, this thing you want to buy, is it for an upcoming event?
• 31:58
  Is it for a specific list or for that?
• 32:03
  You have to ask them because constant designs take time to
• 32:07
  produce. So you need to figure out what
• 32:09
  their timelines are so you will know how you will now confirm,
• 32:13
  confirm it, blend it, manage it with your own timelines.
• 32:18
  So manage people's expectations and ensure that you can deliver
• 32:20
  on time. So you need to ask them.
• 32:26
  So are you interested in specific design or are you one
• 32:31
  of those people who likes to have a say in the design
• 32:33
  process? Because there's some people who
• 32:35
  just say, look, I've given you the general whatever, you know,
• 32:37
  go and do whatever means this. And there's some people who will
• 32:40
  say, you know what, just start, boy, you have the first draft.
• 32:44
  Let me see, please, in case there's anything that I need to
• 32:46
  change. So I need to ask, by the way,
• 32:49
  charge accordingly. If you're involving people on a
• 32:53
  very one-on-one on one level like this, you need to charge
• 32:58
  accordingly because when you're spending more time on those
• 33:01
  kinds of people designs. So in the factor that into your
• 33:04
  pricing. If you're one of these people
• 33:05
  who does bespoke. But either way, you can see that
• 33:11
  you have to ask questions about the problem and ask questions
• 33:15
  about the person. This is what we do in outcome
• 33:17
  based selling. So now based on everything that
• 33:23
  the person has been selling, I mean, sorry, I say selling based
• 33:26
  on everything that the potential customer, potential client has
• 33:30
  been saying, you will now know how to tailor your sales pitch
• 33:37
  because the outcome is different.
• 33:39
  So in other words, if me and my wife, we go into a place to go
• 33:43
  and buy gym wear, you sell gym wear.
• 33:45
  You can't just size us up and go and pick the one that you think
• 33:48
  this one will fit you Orga. This one will fit you Madam.
• 33:51
  No, Ask other Orga questions. Separate ask Madam question.
• 33:55
  Separate the one that you recommend to Madam and one that
• 34:00
  you recommend to Orga. You know will differ according
• 34:03
  to the answers that they give. If Olga wants to be going to the
• 34:07
  gym, he's not going to be doing cardio, he's only going to be
• 34:10
  doing weights. The things you recommend to him
• 34:13
  are different from if Madame is going to the gym, she is not
• 34:18
  going to be doing weights, she's only going to be doing cardio
• 34:21
  and she's only going to do treadmill 45 minutes then rowing
• 34:24
  machine 45 minutes. The recommendation will be
• 34:27
  different. It will not just be a matter of
• 34:30
  OK, this is husband and wife, let me get them the same thing
• 34:33
  that has matching colours. Orgasm will be big size 42, then
• 34:39
  Madam zone will be small size 26.
• 34:44
  Ask questions, figure out what they're trying to achieve.
• 34:48
  Then make yourself speech based on the outcome that they want to
• 34:53
  achieve. So Olga, because you won't go
• 34:57
  and be pumping weights, I recommend this.
• 34:59
  I recommend this. I recommend this.
• 35:01
  This will make you comfortable. This will mop up sweat.
• 35:03
  This will help for grip. This will do for you know, you
• 35:06
  just do your sales speech. I say, oh God, This is why I
• 35:08
  recommend this. Give it to him.
• 35:11
  Madam, you're going to be running cardio typically lots of
• 35:16
  sweat, blah, blah, blah. So I'm going to recommend this
• 35:19
  simple stitching. It's not going to irritate your
• 35:21
  legs. You know, it has give, it has
• 35:24
  this, it has Velcro. IB doesn't have Velcro.
• 35:27
  You know those of you who are in the fitness space, you know I'm
• 35:30
  just making stuff up. But even the fitness space, you
• 35:32
  know how it is that you say it then you just sell it to Madame
• 35:36
  like that. But remember, make sure, I hope
• 35:38
  you had the pricing conversation first so that if you are going
• 35:43
  to price won't be a matter of what they had in mind was 18K
• 35:47
  per one. What you had in mind was a 36K
• 35:50
  per one if you had the pricing conversation upfront and they
• 35:54
  know that what you have in mind is that the seascape and one
• 35:56
  maybe you can now be pricing up and down and maybe you now end
• 35:59
  that they will take it at 32 K piece instead of that 36 that
• 36:05
  you called. So this in the summary is
• 36:09
  outcome based selling. If this is your first time
• 36:12
  listening to a podcast and well, I hope I've been able to explain
• 36:17
  it properly. If I haven't and I've confused
• 36:19
  you, then, you know, send me a text message, a WhatsApp
• 36:23
  message. That's the reason why I give my
• 36:24
  phone number at the beginning and at the end of every episode.
• 36:27
  So that's it. And that's all for today.
• 36:29
  Remember, if you'd love to connect, you can call, you can
• 36:31
  SMS, you can WhatsApp me on 08064662140.
• 36:38
  Thank you very much for your time and attention.
• 36:41
  I'll catch you next time. Same place in your headphones or
• 36:44
  in your speakers.