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Different types of sales roles and industries · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:02
  Hello and welcome to the Introduction to Sales, a
• 0:05
  Beginner's Guide. I am your instructor, Tavishima
• 0:08
  Ayedi. I'm a sales coach, a business
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  growth podcaster and a public speaker.
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  Today we're going to be looking at the different types of sales
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  roles and industries. This is still a part of a
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  module, one on sales fundamentals, just in case you
• 0:23
  have listened to the previous episode.
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  Now, before we begin, we have to tackle a bigger and more
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  important sales distinction because a lot of people coming
• 0:34
  into the sales world will be thinking in terms of roles and
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  industries. They'll be thinking in terms of
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  whether you're going to be selling into fashion or finance
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  or consumer goods or those sorts of distinctions.
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  But we have a much more important distinction to look at
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  rather than looking at roles and industries.
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  And that is we're going to be looking at the different sales
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  contexts or the different sales situations, the different
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  dynamics and the different scenarios that you are going to
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  be selling in. Because the key distinction is
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  not whether you're selling consumer goods or whether you're
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  selling finance, but that in some sales scenarios, you're
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  going to be involved in a simple sale and in other sales
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  scenarios, you're going to be involved in a complex sales
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  scenario. And let me repeat that so that
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  you can get the distinction. Simple sales versus complex
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  sales scenarios, complex situations, complex dynamics.
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  Now, what is the difference between a simple sales scenario
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  and a complex sales context? And the difference can be
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  narrowed down to a couple of factors #1 we'd like to look at
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  the nature of the product or the nature of the service in
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  question. Most likely, if it is a
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  commodity, you're dealing in something that is a simple sales
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  scenario. Example that I like to give in
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  Nigerian trainings when I'm live and in person is when I talk
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  about the difference of trying to sell a Guzi versus trying to
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  sell a car. The nature of a Guzi, which is
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  an ordinary cooking ingredient in Nigeria, is that it is a
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  simple commodity good that you can buy in the open market.
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  You go there, you price it, you take it or you leave it.
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  So that is a commodity product. But there are some things that
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  by their very nature are much more complex.
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  So if you're selling financial products, like if you're trying
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  to sell life insurance, it is a little bit more complex because
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  the buyer has to consider lots of different things when it
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  comes to making up their mind that if you are buying a Gucci,
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  if you're going to buy a Gucci in the market, the primary thing
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  that people will be thinking about would be price.
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  If you're thinking about insurance, you're thinking about
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  things like how much you want to save, how much money you need
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  for your day-to-day. You're trying to do actuarial
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  calculations, how long do you think you have left to live?
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  How much money do you want to leave behind for your
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  beneficiaries, and those sorts of considerations.
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  So some products by their very nature are simple in themselves.
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  And when you are involved in that kind of situation, like
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  buying a Gucci, that is a simple sales context or a simple sales
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  scenario. If you are involved in a product
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  or a service that involves lots of moving parts like selling
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  insurance, sorry, like buying insurance or trying to buy a
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  car, you're involved in a much more complex scenario.
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  Then there's also the matter of how much personalization is
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  required. When you are trying to sell
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  something as simple as a goosey or other commodities that you
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  can buy in the market, very little personalization is
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  required. All you have to do is to address
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  the person in a friendly, informal manner, and that is all
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  the personalization that you need.
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  But if you're going to sells insurance to someone, you need a
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  high level of personalization that is required.
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  I'm going to have to know more than just being friendly.
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  I'm going to know beyond the person's name.
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  I'm going to need know the person's date of birth, for
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  instance, the person's occupation, the person's saving
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  or investing threshold, ideas that the person has concerning
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  estate planning and all those sorts of things.
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  Those are the kinds of things that I'm going to need to know
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  and to personalise before I can make a good sale.
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  When it comes to selling someone insurance, so simple sales
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  scenarios, very little personalization is required.
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  All you have to do is to be a human being, be decent and
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  smile. Complex sales scenarios, on the
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  other hand, a lot of personalization is going to be
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  required. So you're going to have to know
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  a lot about the person, and you can think about all these
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  distinctions, whether you're talking about a goosey or
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  cutting grass or selling cars or selling consultancy services.
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  You can see that the nature of complexity changes as we move up
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  the scope and we can see that the level of personalization
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  required also changes. If you're going to cut grass for
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  someone, I guess all you need to know is the size of the land and
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  a fair sense of how many man hours are required to cut it.
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  Or if you're going to use one of those motorized cutting
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  implements, how much fuel that you need to cut it?
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  Very little personalization is required there.
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  But if you're going to sell consultancy services, that's a
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  different ball game altogether. It's going to be highly
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  personalized according to their context, according to their
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  needs, and according to the problems that they tried to
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  solve. Now, another distinction between
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  simple and complex sales scenarios is this the price.
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  The more simple you are in a sales scenario, the more the
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  price is going to be affordable or cheap, depending on how you
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  look at it. Now, the more complex the
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  scenario is, the more the price is going to be pricey or
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  expensive, however it is that you choose to look at it.
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  Back to the examples that we have discussed so far, we can
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  see that whether we're talking about a goosey or cutting grass
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  or selling cars or selling consultancy services, we can see
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  that there's a wide range of prices that we have to go
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  through from affordable all the way to expensive.
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  Another key distinction between simple and complex sales is the
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  number of parties that are going to be involved or the number of
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  people whose considerations ought to be sought when you are
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  trying to close the deal. When you're trying to buy simple
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  commodities like cooking ingredients or igusi, the number
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  of parties involved are usually one, in most cases two.
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  So if you send a harpless husband to the market to buy
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  igusi, in this case, he is the only person whose decision has
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  to be made. If he cannot quite make up his
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  mind, he'll pick up his phone and he will call his wife.
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  So from the point of view of the person selling a Gucci, you're
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  normally dealing with one person.
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  At most you're dealing with two people.
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  But then when it comes to complex sales, the number of
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  considerations that have to be involved are usually multiple.
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  Now let's go back to the example of selling life insurance.
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  Yes, you are talking to one person, the policy holder,
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  whether it's the husband or the wife.
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  Well, most likely the policy holder might like to consult
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  with his parents, her parents or siblings or spouse or lawyer or
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  financial planner. You can see that the number of
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  considerations that are being sought in this case increase and
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  increase and go higher and higher.
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  So for simple sales scenario, one person, maybe two people
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  Max. For complex sales scenarios, the
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  number of people that you have to consider it increases.
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  And it's the same if you are in real estate.
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  The number of people that ought to be considered increases.
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  Because yes, the person who is in front of you might be able to
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  authorize the purchase himself or herself.
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  But most likely they're going to want to consider a spouse,
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  consider their financial situation, maybe speak to their
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  own lawyer or their children, their siblings, those sorts of
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  things. And then another thing that we
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  have to consider when it comes to simple versus complex
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  relationships is the necessity for relationships.
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  Like I pointed out, for simple commodities, it's take it or
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  leave it. If the price is 3500 naira, you
• 8:34
  either can afford it or you can't take it or leave it.
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  But then when it comes to selling much more complex
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  things, there's a necessity for relationships to be maintained.
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  Because if you buy a car from someone, you want to be able to
• 8:50
  claim a warranty or you want to be able to call someone to
• 8:54
  complain when some things are not working out, to see if you
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  can get some help in trying to make this your purchase run
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  better. So the more complex the sales
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  scenario is, the greater the need for maintaining
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  relationships on the part of the buyer or on the part of the
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  seller. In the next session, we are
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  going to consider what the implications are for whether you
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  have a simple sales scenario or a complex sales scenario.
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  Thank you very much for your time and attention.
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  I will catch you at the next episode.