Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Challenging Your Customers: When and How

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Challenging Your Customers: When and How · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Apologies before we begin
• 0:05
  because today is going to be a very noisy episode.
• 0:08
  This is definitely one of those art and about recordings and
• 0:11
  it's because I'm currently here first thing on a Monday morning.
• 0:14
  I'm outside a car wash, having the car hose down completely
• 0:17
  washed because to be honest, I've gotten lazier with time.
• 0:22
  And, you know, whenever the kids just mess up the car for me,
• 0:25
  it's easier to just take it to the car wash and have them just
• 0:27
  clean out everything. And that's because over the
• 0:29
  weekend, my wife wanted to be nice, so she got snacks for the
• 0:32
  kids while we're out, you know, meat pies, doughnuts, drinks.
• 0:36
  And they totally messed up the back of the car.
• 0:39
  So yeah, I just looked at it. I'm like, man, there's no way
• 0:43
  I'm doing that myself. So yeah.
• 0:45
  So I'm at the car wash. So expect to hear the birds,
• 0:49
  people driving by, people gossiping.
• 0:51
  I'm chilling at him. My mom puts beside the car wash,
• 0:54
  but since it's early in the morning, the patrons haven't
• 0:58
  come in. But just in case you hear people
• 1:00
  come in and they start arguing about, you know, the price of
• 1:03
  fuel and Timbu's government and blah, blah, blah.
• 1:05
  You know, it's because I'm at the car wash chilling at the
• 1:07
  Mama pud just beside. So today the question that I'm
• 1:11
  going to tackle is one that I haven't treated before on the
• 1:14
  show. And I'm sure it's not one that
• 1:16
  you guys have heard before. So let's just head straight into
• 1:19
  it. And the question is, should I be
• 1:22
  implementing a challenger sales approach?
• 1:25
  Now, of course, you know, this is going to be contextual
• 1:27
  depending on who it is that is asking the question.
• 1:31
  Of course, it also assumes that the person knows the different
• 1:33
  kinds of sales approaches that are out there.
• 1:35
  And don't worry, I have another podcast episode that is lined
• 1:38
  out for you guys on that. Now it is a little bit more
• 1:42
  exhaustive. So I had to make a couple of
• 1:44
  notes about different sales frameworks.
• 1:47
  The challenger sales is part of them just to expose you guys to
• 1:51
  the breadth of ideas that are out there so that when you're
• 1:54
  trying to get a sales framework that works for your business,
• 1:57
  you, you know, you have an idea of where to look and what to
• 2:01
  explore. So that's going to be the topic
• 2:04
  of future episode, but for now I'm just going to try and answer
• 2:07
  the question the best way that I can.
• 2:10
  Should you be implementing a challenger sales approach?
• 2:13
  So usually the answer is that I give our contextual on the
• 2:16
  podcast, but this is 1 answer that I'm going to give a
• 2:19
  resounding yes to. So I'll say yes, you should be
• 2:22
  implementing a challenger sales approach.
• 2:23
  It doesn't apply to all sales scenarios, but there's part of
• 2:27
  the spirit or part of the ethos that we can take and apply to
• 2:29
  our business. And part of it is that we should
• 2:32
  not be scared of our clients. We should realize that we are
• 2:35
  the ones who are the professionals.
• 2:36
  Don't be scared of potential customers and clients because
• 2:41
  there's this thing where, you know, we try to defer to our
• 2:46
  clients and you know, the customer is king and the client
• 2:48
  is king and blah, blah, blah, and then all of that.
• 2:51
  And so because of that, there are times when in our
• 2:53
  professional opinion, we want to say one thing, but we say, well,
• 2:57
  the customer said they want this and you know, it's their money.
• 3:00
  So it was their own, it was my own.
• 3:02
  And you just go ahead and give it to them.
• 3:04
  But no, don't be scared of the client because you are the
• 3:06
  professional. And I hope you guys can see why
• 3:08
  this is the reason why I say that we should just pretend that
• 3:12
  we're medical doctors, no matter what business it is that we're
• 3:14
  involved in, that that should be the way we should conduct
• 3:16
  ourselves and approach our businesses and do ourselves.
• 3:19
  Because there's no way a medical doctor will say and go ahead,
• 3:24
  it's your life, it's your money, go ahead and do it.
• 3:26
  A medical doctor will tell you that, look, guy, I am telling
• 3:29
  you that if you take this drug because of your underlying heart
• 3:33
  condition or something, something, something, you will
• 3:35
  die. A doctor will come straight out
• 3:37
  and tell you that don't take this drug.
• 3:39
  And if you say doctor, I know what it is.
• 3:42
  My mother has said, my uncle has said to your doctor, I'll say,
• 3:44
  well, me, I've told you, but Misha, I will not prescribe this
• 3:47
  drug for you. And the doctor will prescribe it
• 3:49
  because they're sticking to their own guns.
• 3:51
  They're sticking to their professional opinion.
• 3:53
  And so we also should have that level of gumption when we're
• 3:58
  dealing with our customers because we are the
• 3:59
  professionals. We are the one who knows
• 4:01
  yourself. We're the one who know that if
• 4:03
  you decide on doing this and you go forward that this is where
• 4:06
  y'all will gas or this is where you will jam something.
• 4:09
  So don't be scared. You should be willing to
• 4:12
  challenge your clients because you are the professional.
• 4:15
  Now for the challenger approach, it's not just about challenging
• 4:18
  your your potential customers or your clients any which way you
• 4:22
  know. It's about situations where you
• 4:23
  have valuable insights or knowledge when they're about to
• 4:27
  make a wrong idea, when they're about to make a mistake or where
• 4:29
  there are things that they have not considered.
• 4:32
  And this thing happens all the time, whether you're waiting for
• 4:34
  photographer, whether you sell solar panels, whether you're a
• 4:37
  medical doctor, whether you're an engineer or whether you're an
• 4:39
  architect. Because like let's say
• 4:41
  architect, engineer, for instance, you know, your client
• 4:44
  might say, I want this, I want this, I want that, I want that.
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  You're the one who has the professional.
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  How to say, look, bro, Madam, if we pursue, if we continue like
• 4:53
  this, you know, because of structural load here, here, here
• 4:56
  and here, this is the kind of design that is going to
• 4:58
  collapse, you know, in five years, in 10 years or in
• 5:03
  whatever. So yes, give them valuable
• 5:07
  insights or knowledge when they're about to make a mistake.
• 5:10
  Now I'm going to give a warning because some of you that might
• 5:13
  have heard challenge or sale and then you're going and
• 5:16
  challenging people up and down. You know, every single client
• 5:18
  you're talking to, you want to show that you know what's up and
• 5:21
  you know, you're just talking anyhow, Lord need over them.
• 5:23
  And so there's a warning that I want to give.
• 5:25
  There's a caveat that I want to give.
• 5:27
  If you just take this challenger approach and you're just
• 5:30
  challenging people anyhow, anyhow, people might think
• 5:33
  you're rude, people might think you're insensitive, and people
• 5:35
  might think you're proud, especially if you're a young man
• 5:38
  like me, you know, people be like these guys have, you know,
• 5:42
  ITKI too, know rude doesn't respect the elders, you know,
• 5:47
  blah, blah, blah, all that kind of stuff.
• 5:49
  So for this to work, for the challenger sales to work, a
• 5:54
  couple of things must be in place #1 you must have
• 5:57
  established a certain level of credibility with the customer so
• 6:00
  they understand that you know what's up.
• 6:03
  So it's like with the doctor. The doctor might be younger than
• 6:05
  you, but you know that this guy or this girl went to school
• 6:09
  seven years. After the seven years, they did
• 6:12
  two years residency. After two years residency, they
• 6:14
  did one year specialization. After one year specialization,
• 6:17
  the person went and did master's and then came back.
• 6:19
  So that's, you know, I don't know, 1314 years of schooling.
• 6:22
  And so, you know, there's credibility here.
• 6:24
  So you best believe and you best listen to what this young man or
• 6:27
  this young girl is saying. Well, by the way, if you don't
• 6:30
  believe it, that's the reason why people seek for a second
• 6:33
  opinion from another doctor. They don't just say I don't
• 6:37
  believe I'll do my own. They will say something is not
• 6:40
  adding up and then they go and seek a second well qualified
• 6:43
  opinion. So you must have established
• 6:46
  credibility. If you want to know how to do
• 6:49
  that. There are lots of podcast
• 6:50
  episodes. We have already addressed this
• 6:52
  topic. So when you're done listening to
• 6:54
  this episode, go over to YouTube, because all my episodes
• 6:57
  over 9 + 930 episodes are there on YouTube.
• 7:00
  Just put in Tavishima in the search function and then put
• 7:04
  credibility. Yeah.
• 7:06
  And then all the episodes we have dealt with, all these sorts
• 7:08
  of issues will come up. Apart from credibility, also put
• 7:10
  trust in YouTube. So it's Tavishima, credibility
• 7:13
  search. A bunch of episodes will come
• 7:14
  up, then also do Tavishima and then do trust and a bunch of
• 7:18
  episodes will come up. And then listen with a pen and
• 7:20
  paper, jot down a couple of things, not too many.
• 7:23
  I'm not saying summarize the episode.
• 7:25
  I'm just saying write down one or two things that you can apply
• 7:27
  and then tomorrow start applying.
• 7:30
  So if you're 1 of in, you're one of these industries where
• 7:33
  certification is a big thing. Like if you're a member of the
• 7:37
  Korean, I mean that's the council of is it registered
• 7:41
  something engineering, whatever in Nigeria.
• 7:44
  So if you remember all these type of societies and
• 7:46
  certification is a big thing, then part of the way
• 7:48
  establishing credibility might be to have all your
• 7:50
  certification up on the wall behind your desk.
• 7:53
  So the when customers come and sit down, they see they're like,
• 7:56
  oh, OK, this girl is legit architecture.
• 8:01
  Abu after Abu did mechanical engineering, Massachusetts
• 8:08
  Institute of Technology after Massachusetts in this institute,
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  she's also a member council of Engineering, Something,
• 8:14
  something Nigeria, blah, blah, blah.
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  Certificates are on the wall. So as you're talking to them,
• 8:18
  they look, they see, they're like this girl, she's a bomb, as
• 8:21
  in she knows her stuff. So yeah, lots of ideas there
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  about how you can show your credibility.
• 8:28
  Then you also must have established commonality because
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  remember, we're trying not to come off as rude.
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  We don't want people to say this young boy disrespectful.
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  This girl does not know her elders.
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  So, you know, establish some commonality, show that you're
• 8:41
  both human. You know this is where you talk
• 8:44
  up all these whole things like you notice that they went to AB
• 8:48
  us area Yousef, you went to AB users.
• 8:49
  Oh my, I also went to AB us area blah blah, but of course it's
• 8:52
  not during your time. Oh, you went in 1970 something
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  Ah me and my baby. I went in 2001 blah blah.
• 8:59
  He will have that small talk about professor this is he still
• 9:01
  there? What of Dean?
• 9:02
  So so so so are they still there?
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  You know all those things. So you play up all the
• 9:07
  commonalities between you guys. You know the personal touch and
• 9:10
  stuff like that. Then also the conversations you
• 9:13
  guys are having should be listening and open conversation.
• 9:17
  So you're asking them open conversation questions and then
• 9:20
  you are listening. And as you see that you are
• 9:22
  listening because it really all about it, like it's kind of off
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  putting. When you're talking to an idiot,
• 9:32
  the idiot is not even listening. You're trying to say something
• 9:35
  and you can't see that this idiot is not even listening.
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  So make sure that you're not in that situation where you are the
• 9:40
  idiot. So ask the questions and then be
• 9:42
  listening. So then when you say, oh, mommy,
• 9:44
  daddy, Sir, ma or young man or whoever you're talking to, in my
• 9:49
  own professional opinion, even though you want this, I think
• 9:51
  this is how we should best go about it.
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  They'll be able to listen and take it on board because you've
• 9:57
  established credibility. You're the professional, you've
• 9:59
  established commonality. So you're a human being, you
• 10:01
  have sense. And then you listen to what it
• 10:04
  is that they're saying. And by your response, you'll see
• 10:07
  that you've been able to take account of most of the things
• 10:09
  that they are scared about or most of the things that they are
• 10:11
  trying to achieve with their plan.
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  So this is how we avoid being rude or coming across us
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  insensitive or proud when we're trying to implement a Challenger
• 10:22
  sales approach. So a key feature of this
• 10:25
  approach is like I've said, we're challenging customer
• 10:29
  assumptions because everybody comes with assumptions.
• 10:32
  There was a time when in Lagos, I was not feeling pretty well.
• 10:35
  The family member gave me Dogon Yarrow.
• 10:36
  She said that Dogon Yarrow cures malaria.
• 10:38
  So I took the Dogon Yarrow because, well, you know, you
• 10:42
  trust friends and families like that.
• 10:43
  And then plus she was an older woman, so I thought that she
• 10:46
  knows what she's doing. So I was taking the Dogon Yarrow
• 10:48
  now and then before I knew it, I ended up in hospital.
• 10:50
  I was, I was admitted. I told the doctor like, but
• 10:54
  Dogon Hero cures malaria and the doctor was like, no, Dogon
• 10:57
  Yarrow, yes, it has medicinal properties, but it is not an
• 11:00
  anti malarial. It is a positive.
• 11:03
  And I was like, OK, it made a lot of sense because as I was
• 11:06
  taking the Dogon arrow, I was crapping like crazy.
• 11:09
  And the woman that gave me the Dogon arrow, she said that it
• 11:14
  now, yeah, that's the side effect.
• 11:16
  So it turns out that's not the side effect of the herb.
• 11:19
  That is actually the main point of the herb.
• 11:21
  You take it so that you can flush out your system, you know,
• 11:24
  So, Oh, by the way, I can't remember it was even Dogon Arrow
• 11:26
  because this was a very long time ago.
• 11:29
  I was a teenager back then, so I can't remember.
• 11:32
  Anyway, so just in case I'm using the wrong name, I'm
• 11:35
  talking about something else. You know, for those of you who
• 11:36
  are household listeners, you know, forgive me, This is just
• 11:39
  me displaying my ignorance. But what I'm trying to say is
• 11:42
  just that people are coming with all kinds of ignorance, all
• 11:45
  kinds of assumptions when they come to you, not just medical
• 11:47
  doctors, you know, So if you do solar or you do wedding
• 11:51
  photography or something, people are coming with all kinds of
• 11:53
  assumptions about what is right, what works.
• 11:56
  And you should be able to challenge those assumptions and
• 11:59
  you should be able to encourage them to take a new perspective.
• 12:03
  So that's a key feature of this approach.
• 12:05
  Another feature of this approach is that it is customer centric.
• 12:08
  So you gasp, you have to be listening to people.
• 12:11
  You have to be listening to people.
• 12:13
  It's customer centric. If you're sitting down high
• 12:15
  almighty on your chair, I'm the professional.
• 12:17
  The professional, I know everything.
• 12:19
  They will not listen to you even if what you're saying is
• 12:21
  correct. And they will go to somebody
• 12:23
  else and the other person might tell them the same thing.
• 12:26
  But The thing is they won't pay you, They'll pay the other
• 12:28
  person. You'd be wondering why the
• 12:30
  others people stupid, You know, it's not that they're stupid.
• 12:33
  Your approach sucks. So yeah, we should be
• 12:36
  challenger, but customer centric approach.
• 12:40
  And because it's customer centric, that means we should be
• 12:42
  doing our best to understand the customer's needs.
• 12:45
  That is the main thing, the driving thing.
• 12:49
  So does this apply to all industries?
• 12:52
  Does this apply to all contexts? Because on top of the episode I
• 12:55
  said should you be using the challenger sales approach?
• 12:59
  And my answer is yes, but I admit it doesn't apply
• 13:01
  everywhere. Mostly it applies where people
• 13:04
  are dealing with complex sales scenarios and complex
• 13:07
  challenges. So like tech or healthcare now
• 13:09
  it is complex. So Healthcare is obviously
• 13:12
  complex because OK, now I've already spoken enough about
• 13:15
  doctors, so let me move to someplace in other people in the
• 13:18
  healthcare space, OK? Like people who sell, what do
• 13:22
  you call like this software that takes track, keeps track of
• 13:26
  drugs, drugs that you have dispensed in the hospital, drugs
• 13:29
  that you have left on the shelf, you know, like in is it
• 13:32
  inventory management something something so like this intern
• 13:34
  inventory management software, blah, blah, blah, HR payroll.
• 13:38
  So those are complex things. Now, in this case, my husband is
• 13:42
  you are the professional when it comes to inventory management.
• 13:45
  So you're the one that when you're talking to the hospital
• 13:46
  staff, you tell them like, look, I understand you've been doing
• 13:48
  it this way. Well, if you continue like this,
• 13:50
  you people will jam lorry later on.
• 13:53
  And this is the problem that will happen and potentially you
• 13:55
  could be losing XYZ amount of naira.
• 13:58
  Now, professionally speaking, today in 2024, this is how we do
• 14:02
  it in the modern era, you should be doing it like this, like
• 14:04
  this, like this. And this is how our software can
• 14:06
  help you implement this and make your hospital run smoother.
• 14:10
  So you should be able to do that.
• 14:11
  So tech space, BS, healthcare, finance, because some of these
• 14:16
  things are real, real complex solutions.
• 14:18
  Like one of my wife's former OGA, she left the department and
• 14:23
  she moved on to McLaren House. So I've been doing some research
• 14:27
  and well not really research but once in a while I check up on
• 14:29
  them and it looks like a very it sounds like a simple thing.
• 14:33
  I want to transfer money to somebody in Maiduguri and in
• 14:36
  Abuja any time to bank or at do I pick up my app at eight O 4 to
• 14:42
  do the transfer trying to make sure that the money reflects in
• 14:46
  these guys account immediately. It sounds simple, but apparently
• 14:51
  it's a very complex thing. You know, there are lots of, and
• 14:57
  I put it and EU tech people, you understand, there's lots of
• 14:59
  techie stuff that runs in the background for us.
• 15:01
  It sounds simple. I pick up my phone, I do
• 15:03
  everything. I hit send, the other person
• 15:05
  says, hey Bros, I received the payment.
• 15:07
  Thanks. But yeah, it's technical.
• 15:09
  So what was I so finance? Yeah, that's complex.
• 15:15
  Recently I was doing a coaching call with the employees or one
• 15:19
  of my clients and they're in the solar space and it's something
• 15:24
  that they had to apply as well because the sales engineer was
• 15:27
  on site and the customer wanted one particular kind of cable.
• 15:31
  But from the sales engineer's point, engineer's point of view,
• 15:34
  and rightly so, the cable would introduce redundancies as in the
• 15:38
  capacity you're asking for is of your machine is so, so, so and
• 15:41
  so. But you want a cable that is XYZ
• 15:46
  and blah, blah, blah, just because it looks good.
• 15:48
  So it turns out that the reason why the guy wanted the cable was
• 15:50
  because his his guy, his friend did the same thing and had a
• 15:55
  similar kind of cable on the installation, but his friend did
• 15:59
  like a much bigger installation. You know, I don't understand all
• 16:02
  the technical details, but basically his friend did
• 16:04
  something that was really big, you know, plenty of
• 16:06
  installation, plenty of capacity, plenty of power,
• 16:08
  plenty of every, every. And so because of that, they
• 16:11
  needed a special kind of thick cable.
• 16:13
  And of course, the special thick cable looks nice, looks correct.
• 16:17
  And then the other guy, when they came to do his own, the
• 16:19
  cables now look small. And of course, you know,
• 16:22
  Nigerians like how we can be like, like this my guy, like we
• 16:25
  are the same level, we're the same mates.
• 16:27
  We're mates now. It's not as if the guy has more
• 16:29
  money than me. So for him, you were using all
• 16:31
  this thick, thick cable, My own, the cable is now small.
• 16:34
  And then the thing became an issue as per why the other guy,
• 16:38
  the cable were thick and looks, I don't know, looks more
• 16:42
  impressive and therefore his own, the cables look small.
• 16:45
  So, yeah, there are those situations in these kind of
• 16:47
  industries where you have to enter into challenger mode to
• 16:50
  say, boss, you know, I feel you, I understand this.
• 16:53
  So that cables look nice. But you know, Albany is not
• 16:56
  about what looks nice and everything that look is just
• 17:00
  about capacity, that look, we can apply this cable.
• 17:03
  But The thing is, the whole thing will be redundant in your
• 17:06
  own case. And then maybe you can even give
• 17:09
  technical reasons why it's not such a good idea to go ahead
• 17:11
  with it anyway. Which brings us to the next
• 17:15
  question, what do we do when the customer refuses to listen?
• 17:19
  Because there are times when you give your professional opinion
• 17:22
  that look, let's go this way and customer will say, no, it's my
• 17:25
  money, I've told you what I want, shut up and give me what I
• 17:28
  want. Now in the ethical and in the
• 17:31
  healthcare space, there are some ethical concerns.
• 17:33
  So that's the reason why doctors will tell you that look me, I've
• 17:35
  told you my own me, I will not prescribe this thing.
• 17:39
  And if you're unhappy, you get up, you leave and you go and see
• 17:41
  if you can, how you can buy it in the black market or want me
• 17:46
  to pharmacy and, you know, secure it however you want to.
• 17:51
  I'm not saying we should do drug abuse.
• 17:53
  I'm not saying that for medical doctors and people in the
• 17:55
  healthcare space, they are ethical concerns.
• 17:58
  So if you are in that kind of space where the ethical
• 18:00
  concerns, when you've reached the limit of an ethical concern,
• 18:03
  stand up and say my, my hand, no deal.
• 18:05
  As in just free yourself immediately.
• 18:08
  Because if you're the architect or the engineer, when the house
• 18:11
  collapses though, you know it is you that will come and start to
• 18:14
  look for the guy who owned the building.
• 18:16
  They'll start looking for you as well and will not be police
• 18:18
  matter, especially if two or three people happen to die
• 18:20
  inside the building. So when you reach that stage,
• 18:23
  just stand up and just remove your hand, wash your hand and
• 18:27
  say, OK, like I've told you what needs to be done.
• 18:29
  I would love to do this business with you this morning.
• 18:31
  Looks sweet. But I got my professional
• 18:33
  opinion. This thing cannot end well.
• 18:35
  And you show the person to the door, Remove yourself.
• 18:38
  If the person wants to go and implicate another person, let
• 18:40
  them go to jail together. But for you, you reach the hard
• 18:43
  stop of ethical issues, then remove yourself.
• 18:46
  Then for other industries where ethical issues have not kind of
• 18:53
  entered, like in the solar example that I gave, you know,
• 19:01
  if you use the thicker cable or use the normal cable, first, I'm
• 19:06
  not professional first of all, so you know, I don't know what's
• 19:08
  up. So it's those of you who are in
• 19:09
  the business that you know what needs to be done.
• 19:11
  So I don't know, maybe it's possible to use the bigger
• 19:13
  cable, but then it's not something that will have any
• 19:16
  negative blowback. So I don't know.
• 19:19
  I honestly don't know. Maybe your professional opinion,
• 19:21
  you say look, whoa, I'm tired of arguing with this guy.
• 19:23
  He says he's willing to pay for it and no problem, I'll collect
• 19:26
  the money. I'll give him what he wants.
• 19:27
  It's not as if anybody would die or the building will burn down.
• 19:30
  So I'll leave that up to you guys to judge on the case by
• 19:32
  case basis. Of course, assuming that you are
• 19:35
  the professional. I don't know what to do in that
• 19:39
  situation. In the wedding space, I came
• 19:43
  across one of those situations where the person wanted the
• 19:45
  thing to be framed. I wanted it to be framed in
• 19:47
  glass and I had and also educating the person I look, if
• 19:50
  you frame this thing in glass, I mean, of course it will look
• 19:53
  nice, it will look sweet. After all, that's how our
• 19:55
  parents used to do it. But that there's a reason why in
• 19:58
  this kind of climate we stop doing glass because the
• 20:00
  temperature changes. This humidity, you know, stuff
• 20:03
  like that. So if you frame this thing in
• 20:05
  glass, after a couple of years, there'll be condensation on the
• 20:08
  outside or on the inside. When there's condensation,
• 20:11
  that's what people call sweat. The picture will start to sweat.
• 20:14
  Everything sweats. The picture will start to
• 20:16
  degrade. And was the whole point of
• 20:18
  paying all this money to get to create this beautiful thing.
• 20:21
  And at the end of the day, the picture will sweat and the
• 20:23
  picture will not start to degrade and everything degrades.
• 20:26
  You don't have the original soft copy.
• 20:28
  Let's say you buzz me, I don't have the soft copy or by then I
• 20:30
  have Jaguar. You know what are you going to
• 20:32
  do? How you print a new one?
• 20:34
  So I educated, I educated, I educated.
• 20:37
  The person said no, it must be glass.
• 20:38
  No, it must be glass. So I was like, well, anyway,
• 20:41
  I've I've said my own money was OK, so I took the money by no
• 20:47
  situations. Make sure you cover your bum bum
• 20:50
  cover your ass, give them firm warnings.
• 20:53
  Make sure you have spelt it out. If you can do it in writing, no
• 20:59
  problem, like on the invoice, if you're a wedding photographer,
• 21:01
  you know reflected there that this is what the person has paid
• 21:04
  for and you know, you're giving your own professional opinion
• 21:08
  that social options would have been better.
• 21:10
  You know, things like that. Just cover your bum bum so that
• 21:13
  in the future when they come and start shouting now see this nice
• 21:16
  picture, say as you think you know, blah, blah, blah, blah,
• 21:18
  blah, you can say, but OK, I was telling you, you know, Madam was
• 21:22
  even there. I was telling you that in a jar.
• 21:25
  There's a reason why we don't use glass on pictures again,
• 21:27
  because the thing will sweat when the thing sweats, the thing
• 21:30
  will start breaking down and the thing will get destroyed.
• 21:33
  I told you that if I see the invoice, see where I wrote it
• 21:36
  inside here, you can't remember. Although to be honest, in
• 21:39
  situations like that where people come back and they're
• 21:41
  quarreling and they have selective amnesia is very little
• 21:45
  consolation to say that a guy I told you so or Madam, I told you
• 21:48
  so. So what to do when they don't
• 21:51
  listen? I'll leave that up to you or
• 21:52
  please, for those of you where the ethical considerations once
• 21:55
  you reach the door of an ethical thing, just stand up and say I'm
• 22:00
  not doing it again on, you know, unless you run into trouble.
• 22:05
  It's like when the Michael Jackson thing may.
• 22:08
  So rest in peace. You know, the client says I want
• 22:11
  this drug, give me this drug. If you're the doctor, I know
• 22:14
  that. Look, young man, if I give you
• 22:15
  this drug, you might die. There's a chance if you go
• 22:19
  ahead, you give the person the drug when the person dies, of
• 22:21
  course they will come for you. You can now turn around and see
• 22:24
  and what the clients say. I should give them the drug,
• 22:27
  right. So ethical issues stand up, walk
• 22:31
  away. Ethical issues have not reached
• 22:33
  there. It's not as if anything bad is
• 22:34
  going to happen like in the in the the frame case.
• 22:40
  I don't know if you want to collect the money collect.
• 22:41
  Just make sure you cover your bum bum so that tomorrow you can
• 22:44
  say I did what was right. But summary, we should all have
• 22:48
  this challenger mindset. We should be ready to educate
• 22:53
  our customers and tell them the things that they are not
• 22:55
  considering because we are the professionals.
• 22:57
  The whole point of doing this challenger thing is not just a
• 23:00
  challenge for challengers sake, it is to make sure that
• 23:04
  everything turns out well. If you listen to the customer,
• 23:08
  you take everything on board, you give them the right advice,
• 23:10
  at the end of the day, they will be happy.
• 23:12
  This guy knows what's up, this babe knows what's up.
• 23:15
  You'll be able to get repeat business from them.
• 23:18
  You will be able to get referrals from them.
• 23:19
  So that is the whole point of doing any of these things,
• 23:23
  whether it's challenger sale or any other framework that we're
• 23:25
  going to discuss in the future. That's the whole point.
• 23:28
  Repeat business referrals. Remember that repeat business
• 23:31
  referrals, repeat business referrals because a lot of us
• 23:34
  sometimes we focus only on the money that we're collecting
• 23:37
  today. We think 0500 K, that's good
• 23:40
  money. Limpu 500K in my account.
• 23:42
  It's not just about the 500 K you're collecting now.
• 23:44
  It's about whether you can collect 500K from person now and
• 23:47
  the person feels happy enough that they come back next time.
• 23:49
  I spent 250 with you. And then maybe next year they
• 23:52
  spend 800. And then maybe the year after
• 23:54
  that they say, oh, by the way, this is my best friend in the
• 23:56
  office. This is the project, this is
• 23:58
  whatever who came up like this, who came up like that.
• 24:00
  So that's the whole point. So thank you very much guys for
• 24:02
  listening to the show. Let me go and see whether my car
• 24:05
  is done so I can head back home. And please connect with me on
• 24:09
  WhatsApp for questions, tips, insights.
• 24:12
  The phone number is 0806466 2140.
• 24:16
  The country code is +234. If you're not Nigerian and then
• 24:19
  connect with me on LinkedIn, the name is Tava Shima Ayedi.
• 24:22
  You can confirm that from the link where currently listening
• 24:24
  to this episode. So if you're on YouTube, bottom
• 24:27
  left above the title you see my name.
• 24:30
  Highlight it, copy it, paste it in LinkedIn.
• 24:32
  My handsome face will come up well, I'm not smiling, but still
• 24:36
  handsome dude. So my husband face will come up
• 24:38
  and then they can connect with me there and any other questions
• 24:41
  or conversations that we need to carry on.
• 24:44
  We'll take you from there. And don't worry, it takes a
• 24:48
  while, but last last 24 hours. I'll be I'll respond to your
• 24:52
  messages. So thanks for your time and
• 24:54
  attention. I'll catch you guys in the next
• 24:55
  episode.