Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Stop Waiting: The 4 Universal Steps to Find Your Ideal Customer!

Transcript

Stop Waiting: The 4 Universal Steps to Find Your Ideal Customer! · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Today on the podcast, we're going to look at how do you sell
• 0:04
  or market your product or service when you have something
• 0:08
  that you think is unique? So in other words, you are brand
• 0:13
  new into the market. You have a product, you have a
• 0:15
  service, but this thing is brand spanking you.
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  It's unique. It's not something that people
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  in your context, people in your environment have ever heard of
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  before and it's causing you some anxiety.
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  How are you going to sell this thing?
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  This is the type the question that we're going to tackle today
• 0:32
  on the podcast. Now, if you love these sorts of
• 0:34
  things, then subscribe on Spotify, YouTube, Apple, or any
• 0:37
  player of your choice because this is what we talk about over
• 0:40
  here on the podcast every other day.
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  We try and solve business challenges, especially business
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  challenges that can be solved by sales and marketing.
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  My name is Tavishima Ayedi, I'm the host of the podcast, former
• 0:54
  lawyer turned photographer and turned business consultant.
• 0:57
  And yeah, that's what I do here every single day.
• 1:00
  And if you'd love to connect, maybe you have questions,
• 1:03
  comments or queries over anything that I've said over
• 1:05
  here on the podcast, then call, send me a text message or
• 1:09
  WhatsApp message on 08064662140. You can also reach out to me for
• 1:17
  collaborations. I don't mind because, you know,
• 1:20
  I'm looking for money. So if anything good comes up, I
• 1:23
  mean, I'm down. So holler at your boy.
• 1:25
  All right, now, yeah. How do you sell or market your
• 1:29
  unique products or services? Now, for those of you who have
• 1:32
  been listening to this podcast, you know, steady, you already
• 1:34
  know that I hinted at this thing maybe like two or three weeks
• 1:38
  back because it actually is a listener question from Paul in
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  Abuja, who called in on my radio show, you know, not the podcast,
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  you know, the radio show that I keep talking about, or did I
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  mention I'm a radio show host as well.
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  So Paul from Abuja, he called in and he gave me a challenge.
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  He said, I have a unique product, I have a unique
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  service. How do I market this thing?
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  I'm like, OK, word, no problem. Let's yeah.
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  Now what's the thing? And he said his software, his
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  app, the business solution that he sells, because this is B to
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  B, that is business to business. Now this is your first time of
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  listening to the podcast, So excuse me.
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  In the business environment, typically when we look at sales
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  and marketing, we usually think in terms of B to B, which is
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  business to business and and then BTC, which is business to
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  consumer. So for people like let's say
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  Indo me, yeah, people like Indo me now, I can't remember the
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  prior company. So for Indo me now that is BTC.
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  There's a business on one end, you know, that big company,
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  whatever the name of the company is.
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  And then they sell Indo me to people like me so that we can
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  eat, you know, you flex buy Indo me, you buy some Suya, you buy
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  Fanta, you know, just turn on the AC and relax and watch
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  Netflix at home. So that is B to C, business to
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  consumer. Then there are other people who
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  do B to B, that is business to business.
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  So let me see now what can I think of?
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  OK, let's say you sell keyboards, external keyboards,
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  and then you want to sell not just keyboards, but you sell
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  digital accessories. So keyboards, computer monitors,
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  you know, things like that. And you're trying to sell a
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  batch of maybe like 2000 keyboards and maybe 1500
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  monitors and you're trying to sell it to Ministry of Finance
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  or you're trying to sell it to CBN or to Zenith Bank or
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  whatever. In that case, it's business to
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  business because you are a business and you're trying to
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  sell your product, your service, your solution, your whatever to
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  another business. Some people also classify that
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  as enterprise sales or we can talk about all those divisions
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  later. Let's stick to the main focus
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  for today. I just wanted to give a
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  background in case there's anybody who is new listening to
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  the podcast or by the way, for those of you who are new, I'm
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  making today's recording at home and the kids are home, so expect
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  to hear some interruptions in the background.
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  Let's see. All right, so Paul now based in
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  Abuja, the software, the solution that he sells, he sells
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  sales analytics, customer analysis and financial analysis.
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  I repeat, he sells an app, a website, business solution that
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  covers sales analytics, customer analysis and financial analysis.
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  Now let's break it down. Now sales analytics is OK, sort
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  of defining it. Let me run it this way.
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  Now for those of you who have sales teams, let's say you have
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  two, three salespeople. You don't just hire them and you
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  know, let them free to just go and do whatever they like.
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  Typically you try and track their performance in some way
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  because in going out, trying to in going out to sell on your
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  behalf, they're going to have to carry out certain activities.
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  They're going to have to call people, they're going to have to
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  set up meetings, they're going to have to make presentations,
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  they're going to have to send out proposals, and then they
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  will try to close. So if you want to figure out how
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  effective, sorry, one moment. OK, sorry about that.
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  Those are my kids knocking on the door.
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  They needed my attention for something.
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  OK, what was I? All right, So I was saying now
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  for those of you who have sales teams, your people, your sales
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  people are going out to go and selling on behalf.
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  And because of that, they have to carry out certain activities.
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  Now, if you want to be able to know who is effective, who is
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  the most effective, who is the least effective, maybe because
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  you want to decide who to train, who to fire, who to promote, or
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  who to compensate, you need to be able to track all the
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  activities that they're doing. So salesperson A, salesperson B,
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  salesperson C, how many meetings, how many phone calls
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  did person A make? How many phone calls did B make?
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  How many phone calls did CMake? Of the phone calls, how many
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  turned into meetings or appointments At the
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  appointments, how many of them were able to deliver
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  presentations? After the presentations, how
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  many concrete proposals were sent out?
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  After proposals, how many deals were closed and how much were
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  the deals closed for? So at the end of the month, at
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  the end of the quarter, you as the business owner or you as the
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  sales team lead, you can take all these figures to be able to
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  decide that you know what Person C actually performed the best.
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  And then from there you can make other kinds of decisions.
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  So that is what sales analytics is all about basically.
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  So you sell a business solution, you sell a software that tracks
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  all these activities and monitors all these activities.
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  What are my sales people doing? Are they effective?
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  So that is what Paul in Abuja sells.
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  So if you have a sales team and you're wondering, I have
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  Chukudi, I have Chideya, I have Cheneya, they are selling on my
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  behalf, but I don't know what's going on.
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  Who is making me money? Where am I losing money?
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  Who is wasting my time? You know, you can't answer all
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  these questions. Then sales analytics is the sort
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  of thing that you need in your company.
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  Oh, by the way, if you're wondering, you know, I don't
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  provide sales analysis. You know, yes, I do sales
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  training. If you have the figures, we can
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  sit down and look at them so that we can decide together that
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  yes, this is where you're losing money.
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  This is the salesperson who is the most productive person and
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  this is where we need to upskill them.
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  This is where we need to train them.
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  And sadly we can also decide together, this is the person you
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  need to sack. It's unfortunate, but it happens
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  last month in November, I've had to do not just November, I think
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  like two or three times this year, we've really had to do
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  that for some of my clients, unfortunately.
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  Now look, we've been through the process and so and so person is
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  not pulling their weight. So that is what sales analytics
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  is. Now customer analysis on the
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  other hand is when you are keeping track of data in your
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  company, you know from the sales team and from the fulfillment
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  people. Fulfillment just means the
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  business function that how I put it, that carries out whatever it
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  is you have promised that you will do to the customer.
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  So let's say you sell plantain chips.
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  Your sales people go out and they get the contract for
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  plantain chips. After the money has been paid,
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  they let you know. And then you now tell your
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  fulfillment staff, the people who fry the chips, the people
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  who package the chips, the people who ship out the chips
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  and ensure that the chips have been delivered in good
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  condition. Now that is called fulfillment.
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  So the salespeople going out, that is 1 function.
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  Fulfillment is the person carrying out the job.
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  So like back when I was a wedding photographer, after I
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  stopped my, I stopped legal practice, if I went out to shoot
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  a wedding and then I came back, I worked on the photos and I
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  handed it over to the people who would create the albums and who
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  would create the frames, that is fulfillment.
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  So fulfillment is another business function.
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  So customer analysis is this, you are talking to the
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  salespeople, you're talking to the fulfillment people.
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  And then from there, you're going to be able to get some
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  statistics. How many customers did we deal
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  with in December? How many customers did we deal
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  with in January? How many customers did we deal
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  with all of 2025? How many customers did we deal
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  with the year before? Of the customers that we've done
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  business with, how much money did we make per head?
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  What are the customer segments that we have?
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  Which are the profitable customer segments?
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  We need to know that kind of information so that in the new
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  year we know who to chase. So if you look at your data and
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  then you say we've been selling to everybody, but whenever we
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  sell to Ebo men who are based in a number of between the ages of
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  65 and 75, those are the guys who give us goodbye.
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  They give us good money, they give us sweet dough.
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  They pay on time, they know, they stress.
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  Then you can start making some strategic decisions in the
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  coming year to say, you know what, let us focus on this
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  segment because they pay us on time, they pay us well, they
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  give us good money. In fact, they will dash US money
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  on top and then they introduce us to their friends and we do
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  good money there. So that is customer analysis.
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  You're looking at all the data and you're trying to figure out
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  who are my customers? How much did they pay us?
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  Who are the best? Who are the bad if I even not
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  need to know who are the bad customers?
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  Because if you know, for instance, that, OK, let me not
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  use any tribe, of course, you know the tribe I have in mind,
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  if you know, you listen to this podcast.
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  So if you look at the data and you see that this particular
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  tribe that we think are demos, that those demos don't pay us on
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  time. They don't pay us well.
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  They brag too much. They never keep their promises.
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  They don't introduce us to anybody who is all right, You
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  now know that, OK, let us ignore the certain category of people.
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  So this is the reason why customer analysis is really,
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  really important. Then of course, financial
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  analysis is all the data, the facts, the figures, the
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  everything so that you know the financial performance of your
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  company. How much money did we raise last
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  year? How much money did we use as
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  working capital? What else, How much money did we
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  borrow? How much money did we spend?
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  How much money came in, How much money went out?
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  What was the cash flow like? You know all those questions.
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  So Paul in Abuja now, the app that he has, the solution that
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  he has, it answers all these problems.
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  Are your sales people performing well?
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  Who's performing well? Who's performing poorly?
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  Customers. What kind of customers do you
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  have? Who are the customers that are
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  very valuable and who are the customers that are useless?
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  And then financial analysis, the money situation over the last
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  month, over the last year, over the last quarter, over the last
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  decade, over the last whatever, how has it been the money
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  flowing? It has it been good the money
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  flowing out, You know what's what's, what's going on there.
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  Now we need to know all these things as business owners, we
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  need to do sales, you need your sales analytics, you need to do
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  customer analysis, you need to do financial analysis because it
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  gives you an overall scope, a snapshot, a view about how your
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  business is doing. And from the examples that I've
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  given, it gives you ideas about strategies for the coming year.
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  So this thing that Paul sells actually is very, very good.
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  However, if you've been listening to the podcast for the
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  last month, you will remember that I said it is wrong for you
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  to think that you have a unique product or a unique service.
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  Because sometimes when we think in that mind frame, it gives
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  ourselves an excuse as to why we've not started.
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  And I don't want Paul or anybody else who's selling these kinds
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  of services in Nigeria to think that these kinds of services are
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  new. So therefore it's kind of
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  understandable why they have not started selling.
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  So I need to disabuse Paul's mind and might have been rude,
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  but I said on the show, and I'm saying it here, there is no such
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  thing as a unique product or a unique service because no matter
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  what it is that you sell, somebody else has already sold
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  that thing and sold it. Well, you think you're the
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  first. You are never the 1st.
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  In fact, I was listening to a podcast recently with my kids on
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  the way to school about the Wright Brothers and how the
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  Wright Brothers invented flying. So yes, they are the ones who
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  successfully built. OK, how long?
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  I think their plane lasted how many minutes?
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  And I can't remember Shah, but there were other people in
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  different parts of the world who were also trying to solve that
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  problem at the same time. You know, those of you who are
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  into what's it called, you New age people, you talk about
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  collective intelligence, collective consciousness and,
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  you know, stuff like that. Bosha, you think you're the
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  first? Yeah, not really.
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  Somebody else has been working on it.
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  Somebody else has already sold this thing.
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  And so I had to tell my people on the radio show.
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  And I'm telling you now, there's no unique product, no unique
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  service. You are not the first.
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  Somebody else has sold this thing and they've sold it well.
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  So Facebook, Facebook was not the first social.
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  What's it called? Was not the first social media.
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  Excuse me? Was not the first.
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  What do you call them again? Social network?
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  Yeah, it was not the first social network.
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  Because before Facebook, I know for sure that there was
• 15:21
  something called Myspace. My younger brother was on
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  Myspace, and before Myspace there was something else.
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  So Facebook was not the first. Google was not the first search
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  engine. I've heard some people say they
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  were number six. I've heard some people say it's
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  #9 I've heard some people say number whatever.
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  But I know for a fact that Google was not the first because
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  before Google, even in Niger, back in those days, I already
• 15:43
  knew about Ask Jeeves and I can't remember which other one
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  that we used to use. And of course, there was also
• 15:50
  Yahoo. Yahoo is a search engine or is a
• 15:53
  search. Well, are they still a search
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  engine? OK, I'm not sure.
• 15:57
  So back in the day, when Internet, you know, does the
• 15:59
  Internet are fresh? Fresh.
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  That's all we used to do. You would use your Yahoo search
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  bar or you will go to Alta Vista, you will go to
• 16:09
  altavista.com or you go to askjeeves.com.
• 16:12
  So back in the day, that's how we used to find our way around
• 16:15
  the Internet before this magic thing, Google Now popped up
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  there. We're going to be Google again.
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  And now Google has taken over the globe.
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  But show what I'm trying to say is there is no unique product or
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  service. So don't deceive yourself that
• 16:28
  my thing is unique. So therefore this confusion that
• 16:31
  I'm facing and I'm not making progress, I'm justified.
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  You are not justified. You are never justified.
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  Somebody else has sold this thing.
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  So the challenge now is to figure out how we're going to
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  sell this thing. The people we don't, they move
• 16:45
  market already. How are they moving this market?
• 16:47
  That's your job. One research, one find out.
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  And it's nothing that stops you from copying when it comes to
• 16:53
  sales and marketing, go and find out copy.
• 16:55
  It's all about execution. So Google was late in the game
• 17:00
  #9 or #6 or #12 depending on who you ask, by the end of day, the
• 17:05
  day Nadeem execute pass. That's the reason why Google
• 17:08
  dominates the globe. When I was in secondary school,
• 17:13
  it's something boys used to say. They should say it's not about
• 17:16
  who brought the babe to the club.
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  Yeah, you understand what I'm saying.
• 17:23
  You can say you the one that brought her, but that doesn't
• 17:25
  mean it doesn't mean that at the end of the day she will follow
• 17:28
  you and go. So execution is key and I wanted
• 17:35
  Paul to know that. So there's no unique product,
• 17:38
  there's no unique service. Then another reason why I say
• 17:41
  there's no unique product or unique service is this because
• 17:44
  the process for selling anything, anything whether is
• 17:49
  Indomie, what are the examples I've given so far?
• 17:52
  OK, Indomie, sales analytics, computer accessories, you know,
• 17:57
  keyboards, monitor. What else?
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  Car construction equipment. Look, doesn't matter what it is
• 18:05
  that you're selling, whatever it is that you're selling, all
• 18:08
  right? The process is universal.
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  You hear me? The principles, Sorry, not the
• 18:15
  process. The principles are universal.
• 18:17
  The application of those principles are contextual, so
• 18:21
  you will apply it depending on your context, depending on who
• 18:24
  you are, depending on the culture, the time, the context,
• 18:28
  the kind of product, the kind of industry.
• 18:30
  But these principles are universal and they never change.
• 18:34
  So don't feel like you find yourself in a situation where
• 18:37
  you have a unique product, a unique service.
• 18:40
  I feel as if, man, I'm in a bind.
• 18:43
  Now. What are these universal
• 18:46
  principles? Now, remember, we're going to
• 18:48
  discuss these things at a very, very high level, but when it
• 18:51
  comes to your product or your service, we start breaking it
• 18:53
  down into particulars. But these are the basic steps.
• 18:57
  Number one, you ask yourself who is your ideal customer?
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  Who is a person who needs your product or your service?
• 19:05
  That is the very first question. The next question is where are
• 19:08
  these people? Where can you find them online?
• 19:12
  Where can you find them offline? After you answer that question,
• 19:16
  the next stage is go and you know, go and situate yourself
• 19:20
  where those people are. Then after that, the next step
• 19:25
  is engage in a conversation with these people that those are the
• 19:32
  universal principles. Of course, with each of these
• 19:35
  heading, there's sub heading, sub heading, sub heading.
• 19:38
  So if you sell Indo me, you ask yourself, who is my ideal
• 19:41
  customer for Indo me? OK, young people with families
• 19:47
  who have children in primary school or secondary school or
• 19:50
  whatever, OK, Where are those people in the real world?
• 19:56
  Where are they online? Then go to where those people
• 20:00
  are online or go to where they are in the real world.
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  Find a way to engage with those people.
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  It's the same. If it's our computer
• 20:12
  accessories. So for Paul, the challenge now
• 20:14
  is who is the ideal customer for sales analytics?
• 20:19
  Who are the people who need customer analysis?
• 20:22
  Who are the people who are in dire need of financial analysis?
• 20:28
  That is the first question Paul has to ask himself.
• 20:31
  Who are the people that use these things?
• 20:33
  And that is the reason why I wanted to describe what these
• 20:35
  things were in the beginning. Because as I was describing, I'm
• 20:39
  sure that in your mind you already started seeing a picture
• 20:42
  of who it is that could use these things.
• 20:48
  Who are these people next? Where are they?
• 20:53
  Then go to where they are. Then engage them in a
• 20:57
  conversation. Now this was my own guess and
• 21:04
  correct me if I'm wrong, but my take somebody who needs sales
• 21:09
  analytics, customer analytics and financial analysis, first of
• 21:13
  all are business owners, but not people who are SMEs.
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  Because like for me, I'm a one man gang, I'm a one man show.
• 21:21
  So yeah, I should be doing sales analytics, but not at that level
• 21:25
  of getting a software and tracking other people's
• 21:28
  performance because right now I'm the only person who sells
• 21:30
  for myself. Sorry about that.
• 21:38
  So it's definitely not SM ES. You're looking at businesses of
• 21:42
  a certain cater of a certain size.
• 21:46
  And because of that, the kind of people that I think Paul should
• 21:51
  be running after should be CF OS, that's chief financial
• 21:55
  officers, CE OS chief executive officers.
• 21:59
  He should also be running after VP, Vice Vice President of
• 22:02
  Sales, Sales lead. What else?
• 22:07
  Yes, sales lead, sales head, What else?
• 22:10
  Maybe people in customer experience, you know, the CXO,
• 22:16
  the customer experience officer or whatever.
• 22:18
  I mean, you understand, you're beginning to get a sense of who
• 22:21
  it is that might use this product or ServiceNow.
• 22:25
  The next thing is now that we know who these people are, the
• 22:27
  next thing is where are they? Where can we find them?
• 22:31
  Now? The first way I broke it down
• 22:32
  was to use online because not everybody likes my preferred
• 22:37
  method. My preferred method actually is
• 22:39
  physical. Let's go and see them like if we
• 22:42
  know where they are. Let's say they work in banks and
• 22:44
  financial institutions. But I really think we should try
• 22:47
  and see how quickly we can enter into the bank branch.
• 22:51
  That is my own take. But anyway, since online
• 22:56
  supposedly is easier supposedly, I don't agree, we started
• 23:01
  looking at some examples with online.
• 23:04
  So one way to find these people, I could be wrong but my advice
• 23:09
  to Paul was you can find these people on LinkedIn because
• 23:13
  LinkedIn is the social media network at least in Nigeria
• 23:17
  where everybody is in Co official capacity.
• 23:21
  We are all in official capacity and we are all career or money
• 23:25
  minded on LinkedIn. So the example I gave was if you
• 23:30
  catch Jim Ovia on Instagram, Jim Ovia is trying to relax when
• 23:34
  he's on Instagram, he's trying to watch Brain Jotter, He's
• 23:38
  trying to watch videos, no doubt.
• 23:39
  Just make him chill, you know, just make him laugh and make him
• 23:43
  forget the stress of running such a big conglomerate in
• 23:48
  Niger. So if you catch Jim Ovia on
• 23:52
  Instagram and you're trying to have business conversations with
• 23:55
  him, it's not the right place. If you catch him on Instagram or
• 24:00
  on Tiktok, it's not the right place.
• 24:02
  But however, on LinkedIn, everybody's in official
• 24:05
  capacity. So Jim Ovia is there on LinkedIn
• 24:09
  as the MDCEO, you know, blah, blah, blah, of Zenith, Zenith
• 24:13
  Group of companies, you know, and all that.
• 24:17
  So LinkedIn is the place where you want to catch all these
• 24:19
  people. Chief financial officer, chief
• 24:23
  executive officer, head VP, sales head, customer experience,
• 24:29
  blah, blah, blah, all of them. That is the place.
• 24:34
  So First off, if you're in Paul's situation, you have to be
• 24:38
  on LinkedIn. Now, one of the benefits of
• 24:41
  being on LinkedIn and one of the reasons why I strongly recommend
• 24:44
  LinkedIn for people who are in Paul's situation is because
• 24:48
  LinkedIn allows you to search in a very targeted way that you can
• 24:51
  do on social networks, on other social networks.
• 24:54
  If you're on Instagram now, and I say run through Instagram and
• 24:58
  try and find MD's as managing directors of banks in Abuja and
• 25:05
  Lagos who have over 50 employees, you can't find those
• 25:08
  people on on Instagram. You can't find them in the
• 25:15
  general search. But if you go to LinkedIn, Oh
• 25:18
  yes, with the general search, you can because it allows you to
• 25:22
  filter results. So in fact, if you have the paid
• 25:25
  options, because there's LinkedIn Navigator, there's
• 25:28
  LinkedIn Premium and there's LinkedIn sales something.
• 25:33
  So the paid levels to LinkedIn, it allows you to filter down.
• 25:36
  So if you know how to use LinkedIn, well, I can tell you
• 25:39
  go and find me the names of MD's managing directors of bank
• 25:46
  branches in Lagos, Abuja, Port Harcourt and Kano where they
• 25:51
  have between 50 and 100 employees.
• 25:55
  Excuse me. So you can do that and generate
• 25:59
  a list. Now whether you use that list
• 26:02
  and start going to the offices 1 by 1 to start knocking on their
• 26:05
  door or whether you use that list to try and I don't know,
• 26:09
  start forming activity online is up to you.
• 26:12
  But at least on LinkedIn, you can generate that list if you
• 26:19
  have something that you think you can people in the podcasting
• 26:23
  community can use. You can also go to LinkedIn and
• 26:27
  run a search and find a list of podcasters based in Abuja, Enugu
• 26:32
  and Plateau who have been podcasting for OK.
• 26:39
  I don't know if you can search according to year, but you can
• 26:41
  search title, you can search geography, you can search
• 26:45
  employee, you can search industry.
• 26:48
  So if I say go on Find Me podcast that's now based in
• 26:51
  Abuja and Lagos, you can do that on LinkedIn, you can't do that
• 26:58
  on TikTok. You can't search with that level
• 27:01
  of granularity on what's the other one now, Instagram, you
• 27:07
  can't. So that's why I say now when it
• 27:12
  comes to money, the money you define like you're chasing
• 27:15
  people in a business to business context, you need to have a
• 27:21
  profile on LinkedIn even if you don't know how to use it.
• 27:24
  Go out and open the profile first.
• 27:26
  Then we can now start doing research about how to use
• 27:29
  LinkedIn, WhatsApp, go open your profile.
• 27:32
  Now. I know lots of Nigerians don't
• 27:33
  like LinkedIn because they say LinkedIn is boring, but
• 27:37
  unfortunately, it's not money we're looking for.
• 27:40
  Go and stay there. First, go open the profile and
• 27:43
  let's figure out how to make this money.
• 27:45
  Then when you're done, just like Jim Ovia, you can now go back to
• 27:49
  Instagram to be watching all those nice training video,
• 27:53
  Instagram reel, TikTok reel, YouTube Shorts, but at least
• 28:01
  make sure you have a presence on LinkedIn.
• 28:05
  Then I also mentioned that someone who is in Paul's
• 28:07
  position, you should be involved in content marketing because
• 28:11
  remember, now that we know who they are and now that we've gone
• 28:14
  to where they are, we need to find a way to engage them in
• 28:18
  conversation. One way is to put out layers, to
• 28:21
  put out attractive things so that they will now be engaging
• 28:25
  with us. And that's where content
• 28:29
  marketing comes into the mix. Now when we say content for
• 28:33
  those of you who are new to the podcast, we just mean anything
• 28:35
  that you put on the Internet. If you put a picture, it's
• 28:38
  content. If you put a video, it's
• 28:40
  content. If you put an infographic, it's
• 28:42
  content. If you put a chart, it is
• 28:44
  content. If you put a what else have I
• 28:47
  said everything and you get the point.
• 28:50
  Whatever it is you put on the Internet is content.
• 28:52
  Even if you just put text, even if you just type good morning.
• 28:57
  If I'm how is everybody question mark even that too is content
• 29:03
  now content marketing. So excuse me now.
• 29:06
  Content marketing just means you're putting out content that
• 29:10
  is meant to educate a certain customer base.
• 29:16
  And as people get educated, as they see you, as they interact
• 29:19
  with you, you start building a reputation as the expert in that
• 29:24
  field so that when people are ready, they think of you and
• 29:27
  only you. So if you are in that space,
• 29:30
  sales analytics, customer analysis, financial analysis,
• 29:33
  and you've been putting out good content, the goal is at the end
• 29:36
  of a year, 2 years, three years, whenever somebody thinks, oh,
• 29:41
  these my sales people, are they performing well?
• 29:44
  How do I know? You want them to think Paulo?
• 29:49
  Paulo is my guy. And then they give you a call
• 29:51
  because they've been seeing you steady on social media talking
• 29:55
  about these also these these are sorts of things.
• 29:58
  Do you have a sales team? How do you know if your sales
• 30:00
  team is performing? How do you measure your sales
• 30:03
  people? How do you know who is on track?
• 30:05
  How do you motivate your sales people?
• 30:08
  How do you improve sales performance?
• 30:10
  You know, the people have been seeing in seeing you seeing you.
• 30:12
  And after a while, they just know that Apollo, anytime it is
• 30:15
  sales, anytime is customer, you know, Shah Polo, they will call
• 30:21
  you first. If you can help them, good.
• 30:22
  If you can't help them, yeah, well, at least they thought of
• 30:25
  you first. So we need to build a
• 30:26
  reputation. Now that is content marketing.
• 30:29
  Now from doing content marketing, some people put out
• 30:32
  lead magnets. A lead magnet is just a piece of
• 30:34
  content that you put out. But before people consume that
• 30:37
  thing, the gas to give you some information, they have to let
• 30:40
  you. You give them a phone number,
• 30:43
  give them e-mail address, you know, give them whatever,
• 30:45
  whatever data it is that you want to capture.
• 30:47
  So that's a lead magnet, you know, in exchange.
• 30:53
  So excuse me, I'm recovering from a cold.
• 30:56
  Now, the idea I would lead magnets is this.
• 30:58
  If you put out a piece of content, let's say you put out a
• 31:00
  video, here are the top 50 reasons why your sales teams are
• 31:04
  not performing in 2025. And then you talk small in the
• 31:07
  video, you know, maybe like 5-7 minutes.
• 31:10
  And then at the end of the video, you say, are you a bank
• 31:13
  CEO? Are you an MD?
• 31:15
  You're having a problem. You don't know how to improve
• 31:17
  the performance of your sales teams.
• 31:19
  In the comments section of this my video in this post, you'll
• 31:24
  see a link there. Click on that link.
• 31:27
  When you click on that link, you will drop your e-mail address.
• 31:32
  I will now send you a PDF brochure or as we say the amount
• 31:37
  part of the world. A brochure will now send you a
• 31:40
  PDF brochure so that you can know how to analyze your sales
• 31:46
  team, how to train your sales team, how to motivate your sales
• 31:48
  team, you know, blah, blah, blah.
• 31:50
  That is the lead magnet. Now the idea is that when you
• 31:53
  collect those e-mail addresses or the phone numbers or the
• 31:56
  office address or whatever information you thought to
• 31:58
  capture, you will now engage in a productive conversation with
• 32:02
  these people. If you got their phone number,
• 32:04
  you could call them and start having high value conversations.
• 32:10
  And I gave an example of things that Paulo should be talking
• 32:12
  about when he calls his people. You should be talking to them
• 32:16
  about ROI and profitability. How much have they invested in
• 32:19
  sales? How much have they invested in
• 32:21
  customer service, in financial reporting?
• 32:24
  How much have they invested and what value are they getting out
• 32:27
  of it? He should also ask them about
• 32:29
  compliance. Are they having any issues when
• 32:32
  it comes to, you know, dealing with Inland Revenue, Inland
• 32:38
  Revenue Service? Have they been rendering their
• 32:40
  financial reports on time? Is it a problem creating the end
• 32:44
  of year annual? What's it called, you know,
• 32:47
  profit and loss statement and not what not?
• 32:49
  Polo should be asking them all these questions.
• 32:52
  How much are they being? What's the cost of capital, the
• 32:55
  money that they borrowed, you know, how much are they spending
• 32:57
  servicing those debts, working capital?
• 32:59
  How much money are they using every single month to be paying
• 33:03
  staff salaries or, you know, to be maintaining equipment, you
• 33:07
  know, stuff like that, like high, high level conversations.
• 33:10
  Because from that high level convo, you will now be able to
• 33:12
  figure out, do these people actually have a problem that my
• 33:15
  software can serve, can solve? And from there, you will now be
• 33:19
  able to make a compelling proposal to say, look, OK, MD,
• 33:25
  I've heard what you've said. And based on this and this and
• 33:28
  this and this and that, in fact, this is the kind of thing that
• 33:30
  my software can do very, very well.
• 33:32
  So boss, if you don't mind, I want to be in Abuja around that
• 33:36
  kind. December 13th.
• 33:38
  Can I just come by the office? If you're able to hook up a
• 33:40
  meeting with your CFO, excuse me, We can run a demo.
• 33:45
  We can run a yeah, we can run a demo to show how we can use this
• 33:50
  software to be able to help you achieve XYZ goals.
• 33:56
  So that's how it works. But anyway, you see how we can
• 34:01
  form some activity online that can lead to some engagement
• 34:04
  offline in the real world. So from there, let's just flow
• 34:08
  into offline. Whenever we say online, we mean
• 34:13
  computer online we mean e-mail online we mean Instagram, we
• 34:18
  mean WhatsApp, we mean what else sha Internet computer that's
• 34:23
  online. Then offline is real world face
• 34:26
  to face. For me, I classify phone call as
• 34:32
  real world. That's just me, Shaq.
• 34:34
  But some people, you know who disagree.
• 34:36
  But there's no point to argue over our academics here.
• 34:41
  The name is not important. Whether you're doing the thing,
• 34:43
  that's the important thing. So offline now, we think that
• 34:49
  the people who need Paul's products or service are CF OS,
• 34:53
  chief financial officers, vice president of sales, head of
• 34:56
  sales department, team lead sales, head of customer service,
• 35:01
  head of customer experience, chief executive officer, all
• 35:04
  these people good. Where do we find these people?
• 35:09
  One thing I recommended physically where we can find
• 35:11
  them is professional associations.
• 35:13
  So I told, I mentioned to Paulo that he should be hanging out
• 35:21
  around some kind professional circles, one that I came up
• 35:24
  with. I could be wrong, Go and if I'm
• 35:27
  wrong, you guys, you know, hit me up, send me a message and let
• 35:29
  me know because remember sales is also part trial and error.
• 35:34
  Come up with a good idea and try it, see how the thing works.
• 35:36
  If it works, well, good, do it again.
• 35:38
  If it didn't work, you throw it in the dustbin and you know that
• 35:41
  you never try that idea again. But for professional working, I
• 35:46
  racked my brain, I came up with a few.
• 35:48
  One is I can, I can is a Institute of Chartered
• 35:51
  Accountants of Nigeria. Remember, I said chief financial
• 35:54
  officer, Chief financial officer, people who are doing
• 36:00
  financial analysis does not make sense that we should try.
• 36:03
  I can because I can't always do their dinner.
• 36:06
  The host associations, the host programs that do things like
• 36:09
  that. Let's try.
• 36:10
  I can now, let's see. It might work, it might not
• 36:13
  work, but you never know. Sitting in your house or your
• 36:15
  office, you will know. Just try.
• 36:17
  Let's attend one or two I can chapter events, webinar.
• 36:23
  You know, I don't know. You see that they are doing I
• 36:26
  can dinner. You know somebody who is an
• 36:28
  accountant or boy, they go. How many IV do you have?
• 36:31
  Let me be your plus one. You never know, just go.
• 36:34
  Then there's also a CCAI think that's the association of
• 36:38
  chattered something something accountants.
• 36:40
  I know there's this argument in Nigeria where they say I can is
• 36:43
  the main I can is number 1 and they say ACCA is number 2.
• 36:47
  You know, I didn't say that to excuse me.
• 36:49
  If you're an ACCA holder, I'm not insulting you.
• 36:51
  I'm just saying the gist that I heard me what I studied was law.
• 36:55
  So I know nothing about these associations.
• 36:57
  All I know is I always hear some kind beef between the two
• 37:00
  associations. But anyway, our owners were
• 37:03
  looking for money. We're not concerned about the
• 37:05
  beef. So I can, we will go ACCA, we
• 37:08
  will go anywhere where you hear financial forum, all these
• 37:13
  events without the organizing. Hilton Hotel Association also
• 37:16
  so, so and so financial forum open to the public, something
• 37:19
  shall go. That's where you see those
• 37:21
  people, CEO, chief executive officer, CFO, chief financial
• 37:25
  officer, that's where you see them go.
• 37:29
  Then there are also other professional associations like
• 37:33
  sorry, let me check my list. OK, NIM Institute of Management,
• 37:37
  yes, Nigeria Institute of Management go there.
• 37:40
  That's why you see CEOCFO go there.
• 37:44
  Then there's also CNIMCNCNCN, chartered CCNIM, chartered
• 37:53
  Nigerian Institute of Management, go there, you will
• 37:56
  see those people then also mentioned Abuja Chamber of
• 37:58
  Commerce. I know that on the radio show,
• 38:01
  the first time I mentioned Abuja Chamber of Commerce, somebody
• 38:03
  tackled me that I was being too high level.
• 38:07
  Well, in this case, Chamber of Commerce supplies, yes, there's
• 38:11
  some expense involved, but you never know.
• 38:14
  You never know. We try.
• 38:20
  The reason why we're hanging out in all these places is because
• 38:22
  we're hoping to meet CEO, we're hoping to meet CFO, we're hoping
• 38:28
  to meet head of sales, we're hoping to meet customer service
• 38:33
  something, something, you know, on and on and on.
• 38:41
  But before I got off the air, I wanted to warn about two things
• 38:48
  because lots of us in Nigeria were making two mistakes. 2
• 38:51
  cardinal sins. Number one, we're supposed to do
• 38:56
  multi touch. Multi touch just means for those
• 39:01
  of you who remember Aaliyah, if at first you don't succeed, dust
• 39:08
  yourself off and try again. So is Aaliyah, is what Aaliyah
• 39:14
  said. If you try one time you think
• 39:15
  didn't work, dust yourself off and try again.
• 39:18
  Too many of us in Niger, we only do want something once.
• 39:21
  You try one time, you think it doesn't work and then you go and
• 39:24
  relax. So you like a tinuca, you try
• 39:26
  toasting her, she's shown you, You now go and relax.
• 39:28
  Like why? Tunica might be your wife
• 39:32
  destined for you, she might be the mother of your children.
• 39:34
  So she's shown you the first time, dust yourself off and try
• 39:37
  again. It's the same thing in business,
• 39:41
  you tried to see gym movie and one way the thing didn't work.
• 39:43
  You now just give up. If you try online the thing
• 39:47
  didn't work, you know try physical, try again multi touch.
• 39:53
  This is sales several touches. I try, I try and try.
• 40:00
  Maybe after I tried like 710 times and it's not working, I'll
• 40:03
  say, you know what, maybe it's not meant to be, let me resign.
• 40:06
  Maybe it's not my destiny. Borsha.
• 40:08
  Don't say you try only once. Too many people try something
• 40:11
  once and then they they give up. We tried several times, so it's
• 40:17
  the same. Don't say you did single touch
• 40:21
  anything. Sales and marketing we are doing
• 40:23
  multi touch several times, one time, one time, one time, one
• 40:26
  time again again again as the name of the game, then another
• 40:32
  cardinal scene. Multimodal.
• 40:33
  Multimodal just means you're trying different modes of doing
• 40:37
  something. So in Nigeria for some reason,
• 40:41
  some people decide that they will only do real life or me,
• 40:45
  I'm an I'm an office meeting kind of guy and then they will
• 40:48
  never try online. Try both be doing the physical
• 40:53
  office meeting be also be doing the online.
• 40:56
  Although the thing that actually happens that most people will be
• 40:58
  sleeping online Monday to Friday and I wonder why their business
• 41:02
  is not growing. Yes, do your online activities,
• 41:06
  Instagram, LinkedIn, everything, but then also be going for
• 41:10
  meeting, physical meeting, go and be seeing people multimodal
• 41:16
  different modes. Try online, try offline.
• 41:22
  Some of you will only be sending e-mail, e-mail, e-mail, e-mail,
• 41:25
  e-mail. Like why multimodal, different
• 41:28
  mode, send e-mail today, didn't answer, send text message,
• 41:31
  didn't answer. Try phone call, didn't answer,
• 41:33
  go to the office, multimodal, different modes.
• 41:40
  So I wanted them to understand on the radio station that they
• 41:42
  should not fall into this cardinal scenes.
• 41:44
  And I'm saying it over here, let us stop falling into this
• 41:46
  cardinal scenes, please. Multi touches.
• 41:49
  If at first you don't succeed, dust yourself off and try again.
• 41:53
  For those of us who are married, how do you think we ended up
• 41:55
  being married? I remember when I was chasing my
• 41:58
  wife in Aberdeen, we met in Aberdeen, Scotland.
• 42:03
  Everything was well, everything was fine.
• 42:05
  Then one day we entered into our quarrel and then in public, my
• 42:08
  wife looked at me. She opened her mouth and she
• 42:09
  shouted at me. If you don't like you can go.
• 42:11
  She begin the worker. That's how people are laughing
• 42:13
  at me in public. I say Chai, it's my life.
• 42:16
  I say me tavish, my public saleswoman is washing me down.
• 42:22
  I say, hey, see my life, People are laughing at me.
• 42:25
  She shouted, If you don't like, you can go.
• 42:27
  And then she walked away. That evening I thought about my
• 42:31
  life. I say me woman shouted on me.
• 42:38
  I say, you know what, it's my fault.
• 42:42
  After all, I have options. Then I started thinking about it
• 42:47
  like one man is the correct Bible.
• 42:50
  This thing is actually pure. And then after a while, I
• 42:53
  started thinking about it when she shouted if you don't like
• 42:57
  it, you can go. Did she really mean let us
• 42:59
  scatter this thing? Abby?
• 43:02
  She just said it in anger. I said OK, you know what?
• 43:04
  This chapter is not finished. Remember, if at first you don't
• 43:07
  succeed, dust yourself off and try again.
• 43:12
  So that's how I tried calling her.
• 43:13
  I picked up my phone, she no answer, no problem.
• 43:17
  I gave it a few minutes, try it again PO PO.
• 43:20
  She didn't answer, no problem. I gave it a few minutes, try it
• 43:24
  again PO PO. Our older sister Theresa
• 43:27
  answered. It was like, oh, Tavi, oh, how
• 43:31
  are you? And then I now heard my wife
• 43:33
  shouting in the background said tell him I'm sleeping.
• 43:37
  I said, oh, she's actually a sleeper.
• 43:39
  Say hey, see my life, see what they're doing to me.
• 43:41
  So what they're doing to the sort of man tell him that he's
• 43:45
  sleeping, I'm sleeping. We just chatted.
• 43:49
  Casual. No, OK, no problem.
• 43:52
  After work, I'll come by the house.
• 43:55
  And then I went to the house after work, knocked on the door.
• 43:58
  They left me inside. I saw my wife, then my
• 44:02
  girlfriend, now she's my wife. I was watching TV, she said, a
• 44:05
  strong face, very angry now. I sat down.
• 44:11
  Then her older sister Teresa, you know, after small juice
• 44:14
  there is a stylishly just disappeared then.
• 44:19
  And I asked my wife, my girlfriend then and I asked her
• 44:22
  out front. OK, you know what?
• 44:24
  It's been a rough 2-3 days. Yeah, that quite was a bit
• 44:27
  rough. But when you said this thing,
• 44:32
  when you said this thing, like if you don't like it, you can
• 44:34
  go. What did you mean?
• 44:36
  Did you mean we should scatter this thing now?
• 44:40
  Because if it's like that, no problem and respect your wishes.
• 44:43
  Our stand up, we'll go. You know, we don't scatter, we
• 44:45
  don't finish. And then my wife, you know her
• 44:50
  face, my girlfriend, then her face often small says, I know,
• 44:53
  but I didn't mean let's scatter the whole thing.
• 44:56
  Then we started talking and then glory be to God, you know, we're
• 45:01
  married now. We have a few children.
• 45:04
  That's because if I first I didn't succeed, I dust myself
• 45:08
  off and I try again. So when I'm in business or
• 45:13
  whether I'm in personal relationships, if at first you
• 45:17
  don't succeed, dust yourself over and try again.
• 45:21
  You never know. So don't fall into this card now
• 45:23
  saying whether in your personal life or in business, multi touch
• 45:31
  and then also multi modal. You see, with my wife, you see
• 45:34
  how I tried it? Phone call, post you, no answer,
• 45:37
  no problem. Text message she didn't respond
• 45:41
  and I went to the house multimodal after all those
• 45:46
  different modes. If what I had was young man, I
• 45:48
  am tired it's time to go. But I've now dusted myself off
• 45:51
  and I would have gone was a multi touch multimodal.
• 45:56
  So where was I? How did I end up in my private
• 45:59
  life now anyway? So if I'm a poor situation,
• 46:04
  don't say you have a unique product, you have a unique
• 46:07
  service. Somebody else has sold this
• 46:09
  thing before. Let's try and figure out how to
• 46:11
  sell it. Then.
• 46:13
  The universal principles are who is the person who needs this
• 46:16
  thing the most? Who is the ADO customer?
• 46:19
  Where is this person? I will go to where they are and
• 46:23
  I will engage them in the conversation.
• 46:27
  That is a high level way of looking at it.
• 46:31
  So the particular application will depend on your industry,
• 46:35
  your product, your service, your niche, your culture, your age,
• 46:41
  your whatever. But with this general framework
• 46:46
  in mind, know that there is always a way.
• 46:50
  It might be hard, but there is always a way.
• 46:56
  So that's it. And that's all for today.
• 46:58
  If you'd love to get in touch with me, you can call, send me a
• 47:02
  text message or WhatsApp message on 08064662140.
• 47:10
  So if you have questions, you have comments, you have queries,
• 47:13
  you want to collaborate or you want me to clarify something I
• 47:16
  said today, perhaps you're facing similar problems.
• 47:19
  Reach out to me. I'd love to have a chat with
• 47:22
  you. So that's it for today and
• 47:24
  that's all. I will catch you all some other
• 47:26
  time.