Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Secret to Networking: Learn to Listen and Ask the Right Questions

Transcript

The Secret to Networking: Learn to Listen and Ask the Right Questions · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome. Today on the podcast, I want us
• 0:04
  to look at networking situations, especially where
• 0:08
  someone asks you the question, what do you do?
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  Now Remember that for our purposes on this podcast,
• 0:16
  networking is not only when you're at networking sessions,
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  formal networking sessions like maybe I don't know, let's say
• 0:25
  Nigerian Medical and Dental Association, you know, Lagos
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  chapter or only chapter and then you go and attend.
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  So that's a formal networking kind of thing.
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  So not just that formal networking sessions, but also
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  online because on LinkedIn, you know, lots of interesting, lots
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  of interesting Nigerian professionals on LinkedIn.
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  So once in a while people send connection requests, you know,
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  you start chatting and then eventually somebody asks the
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  question, what do you do? So I want us to look at that
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  today because a lot of you don't have a good plan for how to
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  answer that question and for what to do next.
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  Because most people, when somebody asks you what do you
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  do, you just try and give a summary, you try and give your
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  elevator pitch and then you just move on.
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  And that's not really helpful. So you've told the person, OK,
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  this is what I've I do. And then you've closed the
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  conversation down and you have no idea who this person is.
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  You don't know if it's worth, if this person is worth building a
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  relationship with. So that's what we're going to
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  explore in today's episode. If someone asks you what do you
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  do either in a networking session when you are live at the
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  venue or maybe they send you a message on or connection request
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  on LinkedIn. Yeah.
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  How do you answer that question and how do you keep this
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  conversation viable? How do you keep the conversation
• 1:40
  going? Now, before we jump back in, I
• 1:43
  want to talk to you all about IKSF dot Ng, that is Ekanga
• 1:48
  Software Factory. IKSF dot Ng, it's something that
• 1:52
  some friends of mine have been working on and it's supposed to
• 1:56
  be for Nigerian founders. So if you're a Nigerian founder,
• 1:59
  you're having problems building your products because of
• 2:02
  software concerns. Maybe the software developers
• 2:06
  you're talking to are too expensive, you don't know how to
• 2:09
  write code, you don't have a tech founder, then you can go
• 2:12
  software factory. IKSF dot Ng is here to help.
• 2:16
  We're going to have your product live in seven days.
• 2:18
  And then you're also going to get a free.com dot Ng domain
• 2:23
  also with free hosting for one year.
• 2:25
  And then whatever it is that you create with IKSF dot Ng belongs
• 2:30
  100% to you. So if you want to migrate, move
• 2:32
  to another service provider, it's not a problem.
• 2:36
  We can help you migrate or we've even built the feature so that
• 2:39
  you can migrate the whole thing on your own so it belongs to
• 2:42
  you. So if you want to join 10
• 2:45
  Nigerian founders, excuse me, then we're going to help build
• 2:49
  their businesses before the month of August.
• 2:52
  All you have to do is, excuse me, go to iksf dot Ng and then
• 2:58
  start your first project. Then you enter in the discount
• 3:01
  code. So you'll get 20% off.
• 3:03
  All you have to do is just type in TAV that is TAV or a YEDE
• 3:09
  that's IED. So type in TAV or IED and that's
• 3:12
  going to give you 20% discount. So back to the question, what to
• 3:22
  do, sorry, how to answer, how to handle the situation where
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  somebody asks you, what do you do?
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  Now, the reason why we're doing this today is because I was
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  having a conversation with someone on LinkedIn.
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  I'm not going to use the person's name.
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  Let's just call the guy Shaolin. So I was talking to Shaolin on
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  LinkedIn and Shaolin said that his name, sorry, that what he
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  does is he's a marketing monk. And I thought, OK, interesting,
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  you know what's a marketing monk?
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  And so I asked him and he made reference that OK was like a
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  nickname that he was given. And his his answer was that the
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  marketing monk is, and I'm going to read his message, a calm,
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  analytical and relentless about growth, one that can build smart
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  marketing systems who foresees the long term, starting with
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  small steps of the now that connect brand, audience and
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  revenue in ways that are practical, scalable and results
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  driven. Then he followed up by saying,
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  have a productive day. I repeat, I'll, I'll read the
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  message again. Some of you will be struggling
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  to, you know, catch up. And I I don't blame you.
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  This is also one of the reasons why I say, you know, when you're
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  introducing yourself for talking about yourself, all these, you
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  know, snap, snap, snap in jargon, you know, jargon.
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  Oh, I put it now, what is jargon?
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  You know, expressions that people are already used to, OK.
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  Like for instance, if I'm talking to another person
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  because my first degree was in law, if I'm talking to another
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  lawyer and I say rest is a rest, it's a in kasasua.
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  The guy knows what's up because we both went to law school.
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  The rest of you be thinking rest what you know, or do I say
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  nimble that like it's something my wife and I say, you know,
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  it's a Latin expression, but we both learned it in law school.
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  So something happens and she just says, Oh, Nemo that and I
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  understand because we went to law school.
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  Another person be like Nemo. What?
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  So we have all these shorthands that exist in different
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  professions. So tech people like to talk a
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  certain way, marketing people like to talk a certain way.
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  A lot of people like to talk a certain way.
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  Engineers have like to talk a certain way, but you forget that
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  when you're introducing yourself to someone.
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  If you use all that inside Jaggon, people don't understand.
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  So there was a time when I used to pick on software developers
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  because we say, oh, what do you do?
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  And the person will say I'm a front end, back end software
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  developer. OK, Now in your inner circle you
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  will know what that means. But for the longest time, I
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  personally had no idea. When somebody says I'm a front
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  end, back end software developer, like OK, front end,
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  what back end? What?
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  The only front end I know was related to something else.
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  The only back end I know is related to something else.
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  So you've lost me and you've lost a lot of people.
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  When they ask what do you do? You say, oh, I'm a software, I'm
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  a, I'm a front end, back end software engineer, OS certified,
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  Google, Linus C++. You have, you've lost 95% of the
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  people that you're talking to. On the other hand, if you say
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  you're a marketing monk and say, oh, what's a marketing monk?
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  And your response is a calm, analytical, relentless about
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  growth, one that can build smart marketing systems who foresee
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  the long term while starting with small steps of now that
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  connect brand, audience and revenue in ways that are
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  practical, scalable and results driven.
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  You've lost, like you've lost 99.999% of people.
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  Now. For those of you who are in the
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  marketing space, you can listen to what I've just read and you
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  know exactly what the guy is trying to say.
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  Ordinary people like me, we have no idea.
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  Lots of it just went over our heads.
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  And then the guy ended the message by saying have a
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  productive day. You see the guy, don't shut him
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  down. You shut the conversation down.
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  So have you learned anything about the person that you're
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  talking to? Nope.
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  Have you spoken about yourself? Yes.
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  It's not effective networking, No, because you spoke about
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  yourself, but you don't know who it is you're talking to.
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  Is there any future opportunity for business you don't know?
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  Can you guys collaborate on any project in the future?
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  You know, you don't know, like you don't know, you just shut it
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  down. Now how about this?
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  I tried to rewrite it and make it still sound marketing because
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  you marketing people, you guys like to talk your marketing
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  marketing. So let's just leave it like
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  that. So I came up with an alternative
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  or somebody else. What do you do?
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  And you can say, oh, I take a calm data-driven approach to
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  growth. I build practical systems that
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  start small but scale up and I ensure that your brand identity
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  turns into real world revenue over the long term.
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  Now for me this is too long and I will never recommend that any
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  of you talk like that, but I know that you marketers like to
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  talk like that. You would like to talk about
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  data-driven, you would like to talk about systems, you would
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  like to say scale up, you would like to say brand identity and
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  you people like to say long term revenue.
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  So I make sure that I put all those key, key, key, key key key
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  terms there so that anybody who is a marketer, all right and who
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  listen to what I said will say yes, correct.
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  But for me, too long, way too long.
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  But let's just assume now that this is good because marketers
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  will like this. This is what I recommend.
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  Instead of saying this whole thing, I take a calm,
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  data-driven approach to growth. I build practical systems that
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  start small but scale up, and I ensure that your brand identity
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  turns into real world revenue over the long term.
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  Instead of saying everything like that into one big
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  definition, bam, what you do is this, this whole thing that
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  we've said, we'll take that as your USB, Abby.
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  USB meaning, you know, unique service, unique selling
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  proposition, the reason why people do business with you or
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  the reason why people should do business with you.
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  That's what you want to put out into the world, Abby.
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  Good. Now this is what you do.
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  You take this, your USB, you've noticed now this and that we've
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  composed, you know the thing they breakable into different
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  stages. What you do is you will take
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  each stage and just throw it out small.
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  Then you now get feedback from the person that will prompt the
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  conversation. OK, so whatever your USB is or
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  your what do you call elevator pitch?
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  Elevator pitch, so you can say it in 20 seconds.
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  What you do, you take the elevator pitch, it can be broken
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  down into a few segments. You take one segment, throw it
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  small, ask a question, get feedback, conversation will
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  continue. Throw the next one, ask
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  question. Conversation will just the true,
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  true, true and then be asking question.
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  The conversation will be flowing, you have a chance to
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  boast about yourself. You will get a chance to know
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  who the other person is. You'll now be able to figure out
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  this guy self or this babe you know.
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  Should I continue? Should we keep in touch or is
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  this one a Walker pass? You know nothing day here.
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  So this is my recommended approach.
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  Keep a conversational, throw out small elements of your USB, get
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  feedback. While you're doing that, you'll
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  be able to do qualification and discovery.
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  Qualification and discovery is the part of the business
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  relationship or the part of the selling conversation when you
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  are talking to people about who they are, what they want, what
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  their needs are, what their motivations are, what their
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  desires are, you know, things like that.
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  These are the things that help you to figure out who am I
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  talking to? Is this person a serious person?
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  Could he be a future business partner?
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  Could she be a future stakeholder at my company?
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  Could she be a future investor? Could she be a future ally?
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  Could she be a future trading partner?
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  Could they be, you know, on and on and on and on.
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  It is qualification and discovery that helps you to
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  answer all of these questions. So now let's break it up.
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  Somebody says, what do you do? So I'd like to take a calm,
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  data-driven approach to growth. Dana, as the person, how do you
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  approach marketing in your business?
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  Bam, quiet. You were here.
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  We were booking it down into some stages.
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  The first one is, what do you do?
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  Oh, I like to take, I'm a marketer.
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  I take a calm, data-driven approach to growth.
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  Oh, by the way, what kind of approach do you use for
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  marketing in your business? You throw it back to them.
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  The person will start to talk. If the person says that, oh,
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  actually I'm in paid employment. I work for Shell.
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  OK, you now know that OK, this person is not in paid
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  employment. If you prefer talking to people,
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  sorry, this person is not in self-employment, is not in
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  business. If you prefer talking to only
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  business owners, you now have the first inkling that this
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  person OK is a worker pass. Like no need, no need for me to
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  do invest my time here because the person said oh I don't have
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  a business. I work for Shell, but of course,
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  we know that boys and girls will work for shared and get money.
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  So I would recommend that you still continue say, oh, really
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  working show Oh, in more capacity.
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  You see conversation, the flow, the flow, the flow.
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  You get to learn about the person.
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  Just because you didn't give elevator pitch, you broke it
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  down. I take a calm data-driven
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  approach to business growth. I'm a marketer.
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  I like to take a calm, data-driven approach to business
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  growth. How do you approach marketing in
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  your business? The guy go yarn or the babe go
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  yarn. By the time they talk, talk,
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  talk, I say, oh, you know, I also like to build practical
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  systems that start small, but eventually we kind of scale up.
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  They not throw it back to the person.
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  So what kind of scale or what areas of focus do you currently
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  have, you know, around your marketing and your business?
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  Now throw it back to them and then you hear what is that they
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  have to say. As the person is talking, you're
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  learning more about their business, what they're trying to
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  do, what they're trying to achieve.
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  The more the person talks, you're now getting a sense,
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  could this person be a potential customer?
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  Could this person be a potential investor in my business?
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  Can this person be your collaborator?
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  Can this person introduce me to someone, see how it works?
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  Then as soon as they are now to talk, talk, talk, talk, talk,
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  talk, talk, you know, you just say, oh, and you know, funny,
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  you were talking about brand identity earlier, you know, so
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  with my own business, I like to make sure that brand identity
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  turns into real world revenue over the long term.
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  Then you now throw it back to the other person.
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  Do you guys run only brand campaigns or you guys try to
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  make money now from your marketing efforts?
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  The person will talk some more about his business and what it
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  is that they've been trying to achieve and the kind of
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  campaigns that they are running. Is it not when the person is
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  talking like they can now say, funny you mentioned that my
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  partner and I, we specialize in so, so, so, so can we have a
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  meeting next week? We can come to your office.
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  That's how you do it. So this kind of thing, yes, was
• 13:53
  too long. But assuming you've memorized
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  your, your elevator pitch, as they call it, don't deliver it
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  at once. OK, Break it into whatever you
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  bring one small aspect of your USB, you say it, then throw it
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  back to them. Ask questions as relates to
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  their USP. Do talk some more.
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  The more they talk, we're going to be able to figure out a few
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  things. We're going to be able to figure
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  out, is this person a potential client?
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  If it sounds like, OK, no problem, let's see how we can
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  set up a meeting. Let's see how we can set up a
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  future call. You'll be able to figure out if
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  this person is not a potential client.
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  You'll be able to figure out, is this person someone worth
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  building relationships with, maybe because they can be a
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  future business partner, maybe because, you know, they're
• 14:35
  industry stakeholders and it'll be nice to just be in touch with
• 14:38
  them. And maybe because they're
• 14:39
  government regulators, or maybe because they sound like, you
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  know, they're rolling with people who are in circles that
• 14:45
  are important to you. It is only from asking them
• 14:47
  questions like this conversation back and forth that your
• 14:51
  networking session either in person or either online will not
• 14:55
  make sense. It is from having conversations
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  like this that you'll be able to know a lot more about the
• 15:03
  person's business so that you can now start making future
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  connections in your head. You know that when you're
• 15:07
  talking with some people, no idea will click now, but because
• 15:10
  you had a rich conversation, by the time you sleep, wake up, you
• 15:13
  say, ah, synergy day synergy, synergy.
• 15:16
  You now start coming up with ideas.
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  OK, that guy that I saw at Kunle's place, you know,
• 15:21
  wanting, wanting this connection, this connection,
• 15:23
  that guy. And then plus Suzanne, you know,
• 15:25
  if we run him like this, let me call that guy.
• 15:28
  That is how you can make the connections.
• 15:30
  If all you do is going around telling people that I'm a, I'm a
• 15:36
  front end, back end software developer, they now keep quiet
• 15:38
  and say, enjoy the rest of your day.
• 15:41
  But like how you network your way to progress.
• 15:44
  And if all you do is go around. So let me read this thing again.
• 15:47
  Let me scroll. Where is it?
• 15:49
  If all you do is go around telling people in real world or
• 15:52
  online that what do you do? Oh, I'm a marketer.
• 15:54
  I take a calm, data-driven approach to growth.
• 15:56
  I build practical systems that start small but scale up, and I
• 16:00
  ensure that your brand identity actually turns into real world
• 16:03
  revenue over the long term. If that's what you do every day
• 16:07
  whenever you meet people online or in real life, then you know,
• 16:11
  don't surprise that things know their move for you.
• 16:13
  So I'm not going to say get rid of your elevator pitch or get
• 16:19
  rid of your USP statements or, you know, all these wonderful
• 16:22
  clever little tools that we have.
• 16:24
  But number one, Raiders of industry jargon removal, the
• 16:26
  industry jargon #2 take it, then break it down into small, small
• 16:30
  steps. Each time you say one element of
• 16:33
  your USB, your unique selling point, you throw it back as some
• 16:37
  question and it's what is that they have to say?
• 16:41
  So let's pretend that I was only a podcaster and I'm not a
• 16:45
  podcaster. If somebody comes to me and says
• 16:48
  oh, what do you do? And my own statement is I run
• 16:51
  Africa's. I run Africa's longest running,
• 16:55
  longest running and most credible business podcast.
• 16:58
  Been running for over 7 years with 1500 episodes.
• 17:02
  And you know that whole spiel, If I don't say that and I keep
• 17:05
  quiet, like who? Yep.
• 17:09
  When they ask me what do you do? Now let's pretend I'm only a
• 17:11
  podcaster by the way, I'm not. I'm a former lawyer now business
• 17:15
  consultant. But let's pretend that lawyer
• 17:17
  and consultant, it's not in the picture.
• 17:20
  So what do you do? So I run Africa's largest
• 17:24
  business podcast. You know, have you thought about
• 17:26
  podcasting as a business strategy, you know, for your own
• 17:28
  business? And I'll keep quiet the person
• 17:31
  would a young if what I'm doing is podcasting from the answers
• 17:35
  to those questions, I now know whether this is somebody I can
• 17:37
  toast to say, you know what, let me produce your podcast for you.
• 17:42
  Or I run Africa's largest and run Africa's largest whatever
• 17:47
  business podcast. But have you heard about
• 17:49
  podcasting before? So of course I have.
• 17:52
  Oh, really, what kind of shows do you listen to?
• 17:53
  You know, from there with the Yan, with the Yan, with the Yan,
• 17:55
  you know, I'll be able to source the guy out or source the girl
• 17:59
  out after a while. Is this person a potential
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  client? Is this person worth building
• 18:03
  relationships with? Can we partner in the future?
• 18:06
  I'll be does a guy know somebody who knows somebody maybe in the
• 18:09
  future can make one or two connection, you know, synergies
• 18:11
  day any Ave. for cooperation. Engage people in conversation.
• 18:18
  Remove the industry jargon. Don't just spit and cut.
• 18:23
  The whole point of networking is not for us to talk about
• 18:25
  ourselves. It actually is to figure out who
• 18:27
  exactly are we talking to. Because there are situations
• 18:30
  where I think this is one that I heard this guy talk about.
• 18:34
  What's his name again? Homosi.
• 18:36
  Yeah, Alex Homosi. He went to a place, you know,
• 18:40
  just normal networking session and so in just The Chew and then
• 18:44
  somebody walked up to him. The person didn't know who he
• 18:46
  was and so they started talking and the guy just the you know,
• 18:50
  the guy, just the brown bullets as in his mouth would not just
• 18:54
  the guy was talking about everything.
• 18:55
  His software there is this is this is that you know, first
• 18:58
  class wanting, you know, he didn't know who he was talking
• 19:00
  to. Then you know, he finished.
• 19:04
  He gave his business card to Alex Mosi.
• 19:06
  Then he left. Now somebody must have told him
• 19:09
  that that guy with the young with you know who that guy be
• 19:14
  now Alex be that now say who is Alexa Mosey guy, check your
• 19:17
  phone. You say, hey, another guy be
• 19:18
  this. You know, I came back.
• 19:19
  I started apologizing, apologizing, apologizing.
• 19:22
  Alex was like, oh, no, no, it's cool.
• 19:23
  It's all right, there's not a problem.
• 19:25
  The now guy now wanted to try and book appointment.
• 19:28
  What the heck can come and you know, come to the office so that
• 19:30
  Alex will give advice on one or two things.
• 19:34
  Some of you, when you go to networking sessions, you're not
• 19:36
  trying to figure out who is in the room.
• 19:38
  You might be speaking to somebody who is the key to
• 19:41
  unlocking your destiny, but you don't know because your own
• 19:43
  focus is I just want to come and talk about me, me, me, me, me.
• 19:46
  So for networking, the focus is to figure on who I am talking
• 19:50
  to. Is this person a potential
• 19:52
  client? Is this someone worth building
• 19:54
  relationships with in the future?
• 19:58
  That's the main thing. It's not about you.
• 20:01
  So stop showing up and spitting and then cutting.
• 20:04
  Show up, spit small, throw it back feedback.
• 20:08
  Like that lobby back and forth. If your USB has three elements,
• 20:15
  every three items built into it and you take this approach,
• 20:20
  small statement question, small statement question, you can have
• 20:23
  a good 15 minute conversation with someone by the time you
• 20:26
  leave there, you hold the guy business card you know, or the
• 20:29
  baby's business card you know, at least by the time you reach
• 20:34
  out. So you know what, now you tell
• 20:37
  the business guy throw it away or like, OK, this guy, this
• 20:40
  babe, this one makes sense. You now compose text message and
• 20:43
  then send. Hi, this is Alex.
• 20:46
  We met at British Council alumni UK meeting.
• 20:49
  It's pretty nice talking to you, especially enjoyed our
• 20:51
  conversation around so so on. So I'm looking forward to
• 20:54
  keeping in touch, you know, enjoy the rest of your day.
• 20:58
  Then you now sign Alex, send puke, that's it.
• 21:02
  The message you show on the other persons phone you say oh
• 21:04
  okay, is that interesting guy that I met this evening.
• 21:06
  That's it now. So networking don't start.
• 21:09
  So that's the focus. So thank you very much for
• 21:12
  listening to today's episode. And that's all folks pretty
• 21:15
  much. But remember, if you're a
• 21:16
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  So that's it. And that's all for today.
• 22:33
  Thanks for your time and attention.
• 22:34
  I'll catch you all some other time.