Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / STOP Selling Logic! I Show You How to Sell Emotionally

Transcript

STOP Selling Logic! I Show You How to Sell Emotionally · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Today on the podcast, we're going to look at how to play up
• 0:04
  emotions when you're trying to sell your products or services.
• 0:09
  In other words, what we're going to look at is this.
• 0:11
  You have a product, you have a service that you want to sell.
• 0:14
  And you think if you can pluck at people's emotional chords, if
• 0:18
  you can play with their emotions, if you can say one or
• 0:21
  two things to get their hearts to do Bing BIM, then you'll be
• 0:24
  able to sell your product. So we're going to come up with
• 0:28
  ideas for how to play with people's emotions so that we can
• 0:32
  sell our products or services. And before we begin, please, the
• 0:37
  caveat that all the things we discussed here are to be used in
• 0:40
  an ethical manner. We are not fraudsters, so we're
• 0:43
  not trying to frighten people unnecessarily and we're not
• 0:47
  trying to hoodwink people. So we should always be above
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  board and always try to get people to move for their own
• 0:53
  benefit and not for our own benefit.
• 0:57
  Now, before we continue, I'd like to apologize because I'm
• 1:00
  out and about. It's a Saturday evening.
• 1:02
  For those of you who listen regularly, you know that the
• 1:05
  kids are having catechism classes.
• 1:07
  So I'm here in church. So you're going to hear other
• 1:10
  teachers instructing the kids and, and in the compound next
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  door, they're doing some construction.
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  I think they're building some, some shopping mall or something
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  like that. So there's going to be lots of
• 1:22
  noise in the background. Now, if you love these sorts of
• 1:27
  things, how do you sell? How do you sell more
• 1:29
  effectively? How do you retain customers?
• 1:31
  Then subscribe to the podcast because that's the that's all we
• 1:35
  talk about over here on the podcast.
• 1:37
  So subscribe on Spotify, YouTube, Apple, or any player of
• 1:41
  your choice. And if you'd love to connect
• 1:43
  with me, then you can call send me a text message or a WhatsApp
• 1:46
  message on 08064662140. My name is Tavishima Ayede, I'm
• 1:55
  the host of the podcast. You can also find me on
• 1:57
  LinkedIn. Don't bother for checking for me
• 1:59
  on any other social media. So excuse me.
• 2:03
  So don't bother looking for me on any other social media
• 2:05
  because I have none. I've shut everything down.
• 2:08
  So like I said at the top of the show, how to play up emotions
• 2:13
  when trying to sell your products or ServiceNow.
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  Some of you are going to say that or more.
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  This thing sounds like manipulation.
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  Now, is that true? Is this manipulation?
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  Is this being manipulative? And it depends.
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  It really depends. Now, this is the way that I like
• 2:30
  to tackle it. My wife doesn't agree.
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  Not everybody agrees with this, but in sales and business
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  development, this is how we tell the difference.
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  We try to get people to take actions for a number of reasons,
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  but there's a difference between when we're trying to get someone
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  to take action because it is going to be for their own
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  benefit and it is for that person's best interests.
• 2:56
  And then there's a difference when we're trying to get
• 2:58
  somebody to take action because it is going to be in our own
• 3:01
  best interests. Now, the way I explained it to
• 3:04
  my wife and she kind of understood, but she still
• 3:06
  refuses to agree, is this. If I tell my son, Chief Ihana
• 3:13
  Cho's daughter is the correct girl.
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  She's smart, she's articulate, she's intelligent, she's driven.
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  She has a strong prospects. You're you even like her.
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  She might as well see the girl. Sir, she feels you.
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  So how far? Go ahead.
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  I think this will make a good. She'll make a Good Wife for you.
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  If that is the nature of the conversation.
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  You can see that I'm trying to get my son to take benefits.
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  Sorry to take action as per see this Fine babe, everything
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  checks out. So what's the problem?
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  Why are you not going forward? Because this thing will pay you.
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  Well, in that case, I'm not being manipulative because I'm
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  trying to influence him to take action for his own benefit.
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  I want my son to marry well, marry a correct wife.
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  But then if I tell my son, you see this chief here, not sure
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  over here he is the he's the CEO of so, so, so and so industries.
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  Have you noticed that chief here?
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  Not sure. They don't have one single boy
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  in that house. And then this girl, that's the
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  first daughter. If you marry this babe you stand
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  the chance of being a heir to, even if you're not a heir, at
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  least you'll be able to benefit from a billion dollar dynasty.
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  If that is what I'm telling my son now, for instance, you can
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  see that I'm not really looking out for my son's benefit
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  anymore. I'm thinking about the power and
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  I'm thinking about the influence that we will get collectively as
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  a family where my son marries Chief Hannah's daughter, then
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  the rational is if he marries Chief Hannah's daughter, as in
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  it will be set for my family. That's the idea.
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  So in that case, you can see that there's some manipulation
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  going on in scenario one. See, all things are equal now.
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  The parties are still the same. But scenario one, I'm saying, my
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  son, you know, make sure you marry a correct woman.
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  That life can be hard as it is. Marriage can be hard as it is.
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  You already like this girl. This girl already likes you.
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  I don't know how much longer I'm going to be alive.
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  I would like to see you marry before, before I die.
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  She seems like a very good girl. Go ahead, marry her.
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  In that case, no manipulation. You can see that I'm talking at
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  his emotional strings. But the second one now see this
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  family, See waiting. They carry, after all, the girl
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  is not bad. If you go ahead with this thing,
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  look at the billions of dollars I will have access to.
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  So you can see in that case, I'm still talking at his emotional
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  heartstrings where you can see that manipulation in that case
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  now on one day. So I explained it like that.
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  And my wife, you know, she now understands that there's a
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  difference between what I do and what charlatans do, although she
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  doesn't quite agree with me on the definitions.
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  So 1 moment I had to check a notification on my phone.
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  I still make the recordings on my phone.
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  So I just want to be sure that it was nothing important.
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  So yes, we play up emotions for a different number of reasons.
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  So when we are face to face with a potential customer, with a
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  potential client, if it is only our money that we're looking at
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  and we're trying to make their hard to be big beam, then that
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  is manipulation. It is unethical and it is wrong.
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  In fact, I, we as a family went through this recently when my
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  mother-in-law insurance, people were putting serious pressure on
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  her and she was trying to, at some point she was almost
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  barking, she was almost caving in.
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  So my wife and I had to have the conversation with, with, with my
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  mother-in-law. So like, look, mommy, we have
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  discussed this thing for your retirement.
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  These are the goals you want to achieve.
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  This is what you're planning for.
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  So therefore this is the kind of package that suits you.
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  The fact that these guys are putting pressure on you or the
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  fact that everybody in your office is doing like this is
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  none of your, is none of your business.
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  You have sat down, you have discussed with all of us and we,
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  your children are saying what you decided is the right one.
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  Just leave it like that. But these insurance agents, they
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  kept on going on and on and on and on.
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  Anyway, at the end of the day, my mother-in-law stuck with what
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  it is that she's supposed to go to what we had decided.
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  All the other people in the office, they went another way.
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  Now, funny enough, now that mother-in-law is in retirement,
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  she's enjoying herself and she's saying thank God I did not
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  listen because all the other people in the office who went
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  with the other package, they are now crying and to convert it is
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  a problem. So clearly the insurance agents
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  were pulling on people's emotional strings, but they were
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  only being focused on their Commission.
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  The insurance agents just wanted their own Commission.
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  So they were applying pressure, using emotional tactics.
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  You know, it's a pity, but you know, this is what people do to
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  our mommies and daddies as they grow old.
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  You can just show up, you know, use small grammar, you know,
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  emotional tactics and their. And then before you know it, you
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  get mommy to commit to something.
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  You get daddy to commit to something.
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  In fact, my father fell for one of these things.
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  If I tell you today, I'm still angry over those, those idiots.
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  So if you're only concerned about your Commission, if you're
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  only concerned about your profits margin, then yeah,
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  relax. You'll beginning to be
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  manipulative. You should be thinking about
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  what this other person needs. So if you sell insurance, it's
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  not just how much Commission am I going to get if woman takes
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  package A, It's also a serious conversation about mommy.
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  You know what, what are you trying to achieve for your
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  retirement package? Are you looking for the
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  retirement package that when you take it, you will have X amount
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  to be living on a monthly basis so you can cover, you know,
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  rent, food, medical? Or are you more concerned with,
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  you know, God forbid if the time comes, how much you will leave
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  behind for your children and then you ask and then you now
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  make a recommendation based on that.
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  So initially I didn't intend to go into all of these ethical
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  whatever, but you know, I have to, I have to especially at the
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  beginning of today's episode because I don't want anybody to
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  listen and go away thinking that I am endorsing some kind
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  unethical behavior and predatory behavior.
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  So the reason why we're looking at this today is because in the
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  video that someone sent me about a tech bro who was in Lagos
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  talking about what to expect if you're in the startup space,
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  what to expect when it comes to sales and marketing.
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  The fellow who was giving the talk, he told them when he was
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  on stage, he said and I quote him.
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  He said we have to move from a place of translating abstract
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  ideas into emotional narratives before you can sell.
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  Let me quote the guy again. The guy stood on stage in Lagos
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  talking to people in the tech space and people who are want to
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  be entrepreneurs, who want to start a startup.
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  And he told them, and I quote him, we have to move from a
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  place of translating abstract ideas into emotional narratives.
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  That's what he said before you sell.
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  Now, the reason why we're making today's episode is like I told
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  you, that's one problem with all these things.
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  People stand up and then they say something that is grand and
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  it sounds like it's full of wisdom.
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  They say it and then they just work out.
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  But they didn't tell you the whys and the how.
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  So you leave there. You write down on your pad, yes,
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  translate abstract ideas into emotional narrative, and you
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  think that that's how you're going to have a successful
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  startup. But The thing is, the guy did
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  not tell you how. So what he said, yes, it has
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  some truth to it, but he didn't tell you the how.
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  He didn't tell you the why. He didn't tell you the
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  principles or the dynamics behind it.
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  And that is why we're going to explore some of these things.
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  So yes, he was right. Especially for those of you in
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  the text space, there are plenty of abstract ideas in what you
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  would do. Abstract meaning, you know, it's
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  not concrete, it's just the idea.
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  But you have to be able to translate those into emotional
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  narratives before you can get people to take action.
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  So yes, for those of you in the text space, you need to pull
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  upon people's emotional strings. You need to pluck on some
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  emotions when you're trying to sell because people only take
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  action when there is strong emotional reason for them to
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  move. I repeat, people only take
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  action. They will only buy, they will
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  only engage your product or your service when there is a strong
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  emotional reason for them to move.
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  If there's no emotional reason for them to move, they're OK.
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  So back to the example about my son getting married.
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  By the way, my children are not that old.
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  You know, if my son doesn't feel like he wants children and he's
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  OK leaving the single life, if I don't apply emotional pressure
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  and say my son, see the Gray hairs on my head?
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  Do you not know that I'll be clocking out soon, remaining
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  small? I don't buy tickets.
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  Make your father a happy man. If my son is fine the way he is
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  just enjoying that single life, he won't take any action.
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  But then if me and my wife start to apply pressure on the guy to
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  say yes, I know that you are enjoying this single boy life,
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  but look at me, see your mother, see my hand, see as my hand is
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  empty, look at my knee, there's no baby bouncing on my knee.
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  What kind of life is this? The money I have made train you
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  people have trained you people. The remaining thing now is to
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  see the generations after me. Now look at me, see as this
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  house is empty, no grandchildren running anywhere.
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  Yes, these are some of the emotional tactics that some of
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  your parents will use on you. Excuse me, for those of you who
• 13:52
  never married, get radio. These are some of the things
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  that your parents should be saying.
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  So unless there's an emotional reason, nobody's going to take
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  action. So whether in personal affairs
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  or in business affairs, people need a strong emotional reason
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  to take action. If there's no emotional reason
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  and everybody's happy, don't do anything.
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  They'll say, let me think about it.
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  Let me get back to you. OK, Hold on.
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  Let's have an interdepartmental meeting.
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  The meeting is scheduled for March next year.
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  So after March next year, I'll give you a call.
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  There's no strong emotional reason to move right now.
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  That's the reason why in November of 2025, November,
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  December, they can be telling you that.
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  You know what, just relax. We're having departmental
• 14:38
  meeting July next year. After July next year, we'll give
• 14:41
  you a call. Your mind, you'll be thinking
• 14:43
  these people are not serious. It's not that they're all
• 14:44
  serious. So it's just that emotionally
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  everything is OK. Everything is cool.
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  There's no reason to rock the boat.
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  There's no problem. If there's no problem while we
• 14:53
  be running helter scatter, everything is all right.
• 14:55
  So let's relax. Should be management meeting is
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  June, July next year. Yeah, no problem.
• 15:00
  June, July next year. Well, after the meeting, if
• 15:03
  there's a need, we'll give you a call.
• 15:08
  So this is the reason why you need to be able to pull on
• 15:10
  people's emotional strings to get them to move.
• 15:15
  But remember, we want them to move not just because our profit
• 15:19
  or our Commission is at stake. We also want them to move
• 15:22
  because it is in their best interest to move as well.
• 15:25
  If it is not in their best interest to move and really if
• 15:27
  they wait till July next year or even if they wait until five
• 15:31
  years, you know nothing will happen then I just, I think just
• 15:35
  just let it go. Go and look for somebody that
• 15:38
  has a serious problem and they help that person.
• 15:42
  So like I said, for those of you in the tech space, this is
• 15:47
  really, really important because you guys have plenty of abstract
• 15:50
  ideas and you guys are in love with your features.
• 15:55
  That is why any small team will say web three.
• 15:57
  You say cloud computing, you say AI, you say low latency, this
• 16:01
  high latency, something something, blah, blah, blah,
• 16:03
  blah, on and on and on and on. You guys love your ideas, but
• 16:07
  nobody is just going to move just because you said Web 3 or
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  because you say cloud computing or because you say AI.
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  These things mean nothing until we can attach them to an
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  emotional need. So like now you know, there's
• 16:21
  four more. Nobody wants to be left behind.
• 16:23
  So if you now say, oh, so, so, so AI solution and you can get
• 16:27
  some AI, some investors to drop money, but that's because you
• 16:31
  have attached to some emotional needs.
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  They don't want to be left behind.
• 16:34
  The whole world is moving AI, so don't want to back something
• 16:36
  that is AI. So if you now come and say this
• 16:39
  is my grand idea and you know, it is AI, this AI that you can
• 16:42
  collect money from them because you have attached these
• 16:46
  features, web 3, cloud computing, AI to an emotional
• 16:51
  need that these people feel. So how do you uncover emotional
• 16:57
  needs? You have to uncover the
• 16:58
  emotional need first before you can start pulling on somebody's
• 17:02
  heartstrings. Now, there are several tools
• 17:04
  that we've spoken about lots of times on the podcast and we're
• 17:08
  going to explore today. We're going to look at three
• 17:11
  things in particular. Number one, we're going to look
• 17:13
  at ideas around the value Trinity.
• 17:16
  And this is not original to me. This is something that I heard
• 17:19
  first from Victor Antonio. And of course, Victor Antonio
• 17:23
  was quoting somebody else. I don't know who he was quoting,
• 17:25
  but Sha, if you hang around, listen to Victor Antonio's
• 17:28
  podcast, he's an American based, he's an American sales trainer.
• 17:33
  Then if you hang around and you listen to some of his stuff,
• 17:36
  then you'll be able to find out where he got the value Trinity
• 17:38
  from. So value Trinity, Victor
• 17:40
  Antonio. Then there is Spin Selling by
• 17:43
  Neil Rackham and yes, this is another book that was written in
• 17:47
  1976 or 1986 or whatever. And I'm saying it again, you all
• 17:53
  should stop looking at when the book was published.
• 17:55
  The thing you should be paying attention to is whether the
• 17:57
  principles apply today or can be applied today.
• 18:01
  So nobody should come and tell me that I'm quoting books from
• 18:03
  1986. It don't matter when the book
• 18:05
  was published. Can the principle be applied
• 18:08
  today? That's all you need.
• 18:09
  Can it be applied? Yes.
• 18:11
  In that case, read the damn book.
• 18:14
  I'll stop this. I can't remember.
• 18:17
  I was listening to 1 Christian apologist and he called it a
• 18:20
  chronological snobbery. Chronological snobbery?
• 18:23
  If it's new, it is good. If it is old, it is bad.
• 18:28
  We're mature people. We're rational people, so we
• 18:32
  take things on a case by case basis who assess this idea and
• 18:35
  see whether the idea is good or not.
• 18:37
  It does not matter whether the idea or the thing was invented
• 18:40
  in 2025 instead of being invented in 1995.
• 18:45
  S spin selling Neil Rakam yes, is 1986 or 1976 or whatever.
• 18:50
  Sha read the book if you can. Then we're also going to look at
• 18:54
  ideas around urgency. Now remember the reason why
• 18:56
  we're looking at value Trinity spin selling an urgency is
• 18:59
  because we're trying to uncover emotional needs.
• 19:03
  It is on to you uncover the need that is there that you now know
• 19:05
  how to pull the shrinks. But with the example of my son
• 19:09
  when that time comes. Unfortunately, my boys are
• 19:13
  handsome men. And even now at this small age,
• 19:17
  I've noticed one big problem. All the yellow yellow bright
• 19:20
  bright ones. Those are the ones that they
• 19:22
  like hanging around. So I'm trying to teach my sons,
• 19:25
  actually my older son, it's not like that.
• 19:28
  It's not according to the color, but I don't know, they just like
• 19:31
  them bright. So once they look bright, their
• 19:34
  nose is pointed. They are tall.
• 19:37
  And the sound, you understand, you know that accent.
• 19:40
  Now they have that accent, my songs will be all over them.
• 19:44
  So I'm trying to get them to understand that nose.
• 19:46
  It's not like that. Yellow skin is nice, pointed
• 19:50
  nose is pointed, nose is nice. Long hair is nice.
• 19:52
  But anyway, let me not bring my family matters into this
• 19:58
  broadcast. So where was I?
• 20:02
  So emotional needs. So if my boys now, because
• 20:05
  they're handsome and because we're going to be very
• 20:07
  successful and they're wealthy and they're enjoying the single
• 20:09
  life, if they're not emotionally, I have to uncover
• 20:13
  the emotional needs first before I know what to block.
• 20:16
  So if it's that marriage is not hungry in them, children is not
• 20:19
  hungry in them. But I discovered that, you know,
• 20:21
  they look up to me and my wife and all to make us happy.
• 20:24
  Now I can play on a heartstring to say, make an old man happy
• 20:28
  before my time comes. All right, now, where are we?
• 20:32
  So you're covered emotional need first before you know which
• 20:35
  emotional need you're going to play on.
• 20:37
  Now, the value Trinity. I've said the time and time
• 20:40
  again on the podcast, so no need to go into too much detail, but
• 20:42
  they're there. Behind the value Trinity is
• 20:44
  this, that there are three main things.
• 20:47
  Anytime you hear Trinity, just like, you know, Trinity, Father,
• 20:49
  Son, and Holy Ghost, Trinity is 3.
• 20:51
  So every time you hear Trinity, it means three.
• 20:55
  So the idea behind the value Trinity is that people buy for
• 20:59
  three main reasons. Again, sorry about the noise in
• 21:04
  the background. So Makada guy just drove past.
• 21:07
  Like I said, I'm in the church parking lot.
• 21:09
  So people buy for any three reasons #1 because there's a
• 21:13
  physical benefit. Physical benefit just means the
• 21:15
  thing will benefit my body. Then #2 psychological benefit.
• 21:19
  Psychological benefit just means this thing will benefit my mind.
• 21:22
  And #3 financial benefit. Financial benefit just means
• 21:25
  this thing will benefit my pocket.
• 21:28
  So value Trinity means that people buy for three reasons.
• 21:32
  Any of the three, all of the three combined.
• 21:35
  Number one, this thing will sweep my body #2 this thing is
• 21:38
  good for my mind #3 this thing is good for my pocket.
• 21:43
  So when people see any of these things, they move.
• 21:47
  In fact, if you can combine all three of them, oh, they will
• 21:51
  move. The thing will make me look
• 21:53
  good. It will be good for my body.
• 21:55
  It will be sweet on my body. It will be good for my mind,
• 21:58
  give me Peace of Mind. And The thing is also saving
• 22:00
  money. They will move, they will take
• 22:03
  action. So that's the idea behind Value
• 22:05
  Trinity. So when it comes to physical
• 22:09
  benefits, of course, we just figure out what the deficiencies
• 22:13
  that the person has. Well, first of all, you try and
• 22:15
  figure out the ideal that the person has and then try and look
• 22:18
  at where the deficiencies are and then play on that.
• 22:20
  So those of you in the skin care space, that is what you people
• 22:23
  do. And that's the reason why I'm
• 22:24
  angry with all of you. I'm angry with all of you skin
• 22:27
  care people. I won't lie, I'm angry with all
• 22:29
  of you. Before we came back to my, to
• 22:34
  Niger, my wife was confident. She was happy when when in
• 22:39
  Scotland my wife know the rub cream, she know they use makeup
• 22:42
  nothing natural beauty as in how was off to bath then she now put
• 22:51
  lip gloss, then she now use tiro eyeliner.
• 22:53
  That's it. My wife was set natural beauty.
• 22:57
  Then we came to came back to Nigeria.
• 22:59
  Now you Nigeria women have people talk now say how you will
• 23:01
  rub powder. She was perfectly happy.
• 23:04
  You say she won't. You won't rub powder like powder
• 23:07
  for what? You should just leave my wife
• 23:10
  alone. I'm angry.
• 23:14
  I choose skin care people. So they say she must rob powder.
• 23:20
  That if you're a working class girl, they're supposed to be
• 23:22
  using powder. The how you use lip gloss.
• 23:25
  They are not a teenager again. They are now a woman of a
• 23:27
  certain age. You suppose they use lipstick?
• 23:30
  Then what? Again?
• 23:31
  On and on and on and on and on. The mental warfare, you skin
• 23:37
  care people and I'm angry with all of you.
• 23:40
  So that's what skin care people do, physical benefit.
• 23:43
  That is what they're playing on. You figure out the deficiency.
• 23:47
  If the woman is too black, you tell her use this pineapple
• 23:49
  soap. You make you yellow.
• 23:52
  If no one is too yellow, use this doodle or so you'll make
• 23:55
  you turn. You're just trying to figure out
• 23:58
  what is this person's idea of beauty?
• 24:00
  What is the vision? Where are they heading to?
• 24:02
  Then you play up the deficiency or you play down the you play up
• 24:05
  the aspiration, Abby. So I'm confusing myself.
• 24:09
  Shall you understand what I'm trying to say?
• 24:13
  If the deficiency, play on it. If there's aspiration, play it
• 24:16
  up. So for people who want their
• 24:19
  true color in quotes, as they say, they say in this soap, we
• 24:22
  will bring out your true color. For those people who want the
• 24:25
  true color to be brought out. That's why you play upon that
• 24:29
  uses purple soap. Your recolor will come out and
• 24:32
  say, Madam, see, look at your thigh, see the inside of your
• 24:36
  thigh, Look at your hand. You see the inside of your hand,
• 24:39
  look at your your chest bone area.
• 24:41
  And that is your natural color, Madam, not these black dice on
• 24:44
  your face. So this color, if you want this
• 24:47
  color to come out, you will now use this soap.
• 24:51
  You skin care people. Anyway, let me move.
• 24:55
  So yes, physical benefits. That's what skin care people are
• 24:57
  playing on physical benefit. Buy this soap, buy this cream,
• 25:01
  buy this thing. It will be sweet on your body
• 25:05
  when you step out. People will say wow, your future
• 25:10
  will be bright. People will see the shining from
• 25:14
  you before you enter into the room.
• 25:15
  So that's what they're playing up.
• 25:17
  Skin care people, physical benefits, then psychological
• 25:21
  benefits. Now that's the one that is kind
• 25:22
  of complicated small because you know, people have fears, people
• 25:26
  have anxiety, you know, so that is where you're trying to figure
• 25:30
  out their fears, their anxiety. And then in selling, you're
• 25:33
  trying to play up security, you're trying to play up
• 25:36
  protection or you're trying to play up Peace of Mind.
• 25:38
  So sometimes solar sails is a psychological something, you
• 25:43
  know, Peace of Mind. So for me, some of you say, how
• 25:47
  can solar be Peace of Mind? Don't worry, I'm coming, I'm
• 25:49
  coming, Why not? There might not be many of us,
• 25:51
  but for some of us it's purely Peace of Mind.
• 25:55
  So when I was a, a younger man, I'm still young, I'm still very
• 25:59
  young, I still have him in my body.
• 26:02
  So I know I sound old, but I'm still a young man.
• 26:06
  But when I was a much younger man and my wife and I were
• 26:09
  thinking of starting a family, I noticed then that when she was
• 26:12
  pregnant, two things happened #1 her nose tripled in size.
• 26:17
  My wife's nose was big as a really big.
• 26:20
  I was shocked because when we first met, my wife had a very
• 26:23
  small nose. You know like Michael Jackson
• 26:25
  kind of nose you understand they're out of nowhere
• 26:28
  pregnancy, but the thing just inflates.
• 26:30
  I see here. This is my wife's new face.
• 26:34
  Then any small thing my wife was just complaining of heat.
• 26:38
  Any small thing complaining of heat even on a cold day my wife
• 26:41
  would say she's hot. There were no partakes like she
• 26:44
  will now be even complaining. The more then I had one deal at
• 26:49
  the time and the deal gave me 500 key and I said Tarish you
• 26:52
  know what now is the time. So that's when I went to go and
• 26:56
  get inverter at the time it cost 150 K.
• 26:59
  Some of you say what did you say?
• 27:02
  And I say yes, when I bought my inverter it cost 150K.
• 27:06
  Now my inverter is ancient of this really old.
• 27:10
  So that's when I bought 150 K plus installation.
• 27:13
  Then we still we still even had 350K change on top.
• 27:17
  So that's what I used to now fix the bathroom in our house as in
• 27:19
  to buy a nice proper what's it called?
• 27:23
  You know that I've just a bathtub.
• 27:25
  You know, you change the bathroom so that you walk in and
• 27:27
  you slide the door and you know, just something nice for wifey.
• 27:32
  So where was I? So for solar now that was me
• 27:36
  making the purchase based on psychological something.
• 27:40
  Nah ha, we are pregnant. Wife is really complaining of
• 27:44
  heat. If we don't fix this thing now,
• 27:47
  by the time the baby is born, how will we cope?
• 27:51
  So the moment I got some small money, I want to go and get
• 27:58
  alternative power source. So sometimes when you're selling
• 28:03
  solar, you're selling psychological, psychological
• 28:09
  benefits. So solar sales and then of
• 28:11
  course, insurance. Like I said at the beginning of
• 28:13
  the show, those of you who are selling insurance, you know it's
• 28:15
  mostly psychological as well. You know, you're talking to the
• 28:20
  old woman, you're applying pressure on her.
• 28:22
  You people that behave like this, I would swear for you, but
• 28:25
  we're not supposed to use bad language on the podcast.
• 28:28
  So, you know, you're applying pressure on our mommies and our
• 28:31
  daddies, but essentially psychological mommy, right now
• 28:37
  you are working. You are used to living on a
• 28:39
  lifestyle OF500K every single month.
• 28:43
  When you retire, you will not be receiving 500K every month.
• 28:47
  Are you worried about how to maintain your current lifestyle?
• 28:51
  This package that we are sending, this annuity, this,
• 28:53
  whatever, this, this, this, that, you should be able to
• 28:56
  guarantee you, you know, so you can see it's emotional
• 28:59
  something. What quality of lifestyle will
• 29:01
  you be able to maintain after you retire?
• 29:05
  And then, of course, your psychological issues, apart from
• 29:08
  maintaining a certain quality of life, God willing, sorry, God
• 29:12
  forbid, when that time comes, when you pass, how much are you
• 29:16
  concerned about leaving behind for your children or your
• 29:19
  grandchildren? So you can see solar insurance,
• 29:22
  you know, some emotional something going on there.
• 29:26
  Then people also have feelings for professional status or
• 29:33
  personal status, you know, ego, Yeah.
• 29:36
  Ego and advancement, yes. So when we're in the wedding
• 29:39
  space, that's what we used to sell because people want to look
• 29:43
  more superior than how I put it. You know, they want to be at the
• 29:49
  level of their superiors or they want to be above their peers.
• 29:52
  So in weddings, essentially that's what we were were selling
• 29:55
  back in the day. I thought was ridiculous.
• 30:00
  By the way, just have the wedding of your means.
• 30:04
  If all you have is 5:00 AM plan your sorry.
• 30:07
  I know that now things are more expensive, but back when I got
• 30:10
  married, yeah, you could get married with 2 million
• 30:13
  comfortable 2 million you set yourself up.
• 30:18
  So those has always been my own take.
• 30:20
  But people always want you know, they want an idealize something
• 30:24
  because you want your wedding to be won in town.
• 30:27
  You want to be on Bella and Niger.
• 30:30
  You want your wedding to trend. So yeah, that's what we're
• 30:33
  selling back in the days. Back in the day, wanted to add
• 30:39
  people to achieve a certain personal status.
• 30:41
  So that's what we're selling in weddings.
• 30:43
  Then there's also the need to belong, you know, social proof,
• 30:49
  you know, validation. So like car sales now, for
• 30:51
  instance, you are sending cars. Sometimes also people are
• 30:55
  selling. You're just selling, you know,
• 30:58
  social proof. I have arrived.
• 31:01
  That's people are selling. I'm not saying he's right or
• 31:04
  he's wrong because me too, when my own money comes in, ah, you
• 31:09
  guys will feel me in Abuja. You will feel, oh, let me, let
• 31:13
  me stop bragging, let me stop boasting.
• 31:16
  So these are the example of things that are being sold.
• 31:21
  It can also happen in the business context because in the
• 31:24
  business context, you can tell somebody that you're trying to
• 31:26
  sell your product or service to. You can tell them that look,
• 31:29
  Olga, so, so, so, so your competition in Lagos, they have
• 31:34
  already adopted this system. So this thing I'm selling to you
• 31:39
  is not just an upgrade. This thing is becoming industry
• 31:41
  standard, Auger. It is not a good thing, Madam,
• 31:44
  is not a good thing. If you are left behind, see all
• 31:47
  your mates in the industry are doing it, see, that's you
• 31:50
  selling psychological benefits. You know, the need to be long so
• 31:54
  you can see psychological benefit and is a little bit
• 31:57
  dicey, but yeah, you're figuring out what's going on in people's
• 32:00
  minds, psychological issues, and then you're playing the emotion
• 32:03
  up or playing it down as the need be.
• 32:07
  Then financial benefits, I think that was that one is the most
• 32:10
  straightforward. Financial benefit just means
• 32:13
  Bross, Madam, buy this product, buy the service.
• 32:16
  It will help you to make more money.
• 32:18
  That's it. So wealth management services
• 32:20
  essentially that's what it is. Boss already know that you're
• 32:24
  rich if you go with IED Wealth Management Capital, This is what
• 32:28
  we will do for you. We'll help you grow your
• 32:33
  investment portfolio. We'll help you grow your wealth
• 32:35
  by XYZ percent. So that's it.
• 32:38
  Financial benefits. Buy this product, buy the
• 32:40
  service, it will make you money. Your pocket will be hefty, your
• 32:45
  bank account to become obese, your bank account to be
• 32:48
  overweight. You're selling financial
• 32:53
  benefits. Then the other angle of it is
• 32:56
  where we are trying to help people prevent loss.
• 32:58
  So boss, buy this product, buy this service.
• 33:00
  He will prevent you from losing money.
• 33:04
  So those of you who sell accounting services, I'm
• 33:06
  assuming that is part of what you sell.
• 33:08
  Now, look, book me as an accountant.
• 33:09
  All those people that are stealing money, your company
• 33:11
  will find them and will limit your losses.
• 33:14
  So that is how you use the value Trinity to be able to pull on
• 33:19
  people's emotional heartstrings. Then SPIN selling.
• 33:22
  How does spin selling play up emotions?
• 33:24
  Now for those of you who are regular listeners of the
• 33:26
  podcast, you remember that SPIN is an acronym for four things.
• 33:29
  Number one, situation questions. You're asking them questions.
• 33:33
  Where are you guys now? What would you like to be?
• 33:35
  What solutions have you tried? What are you working towards?
• 33:37
  That's the situation. What's the 411?
• 33:39
  What's on ground like, what's up, What's going on?
• 33:42
  Those are situation questions. Then two problem questions.
• 33:45
  You're trying to figure out what the problem is.
• 33:51
  How much loss are you guys going through right now?
• 33:52
  What are the bad things you're experiencing right now?
• 33:55
  Those are problem questions. Then implication questions.
• 33:59
  That is when you ask them questions like if we don't do
• 34:01
  anything about this, like what's worse, that will happen.
• 34:06
  Some of you are thinking is this complicated?
• 34:08
  No, it's not complicated. It happens all the time.
• 34:12
  It happens all the time. If you don't believe me, think
• 34:16
  about it. The last time we had the
• 34:17
  plumbing issue in the house and he called the plumber and the
• 34:19
  plumbers say, oh, this the problem is leaking here.
• 34:22
  This this thing is this head is weak.
• 34:26
  The head of this thing is weak. That's the reason why the water
• 34:29
  is dripping. And then you're thinking and
• 34:32
  then you say, well, Madam, you know, it's only just dripping.
• 34:35
  Now, if you just put a bucket here, then there's no need to
• 34:37
  change it again, Abby. And then you say, yeah, sure, no
• 34:41
  problem. Or your mommy said, OK, no
• 34:43
  problem. If it gets worse, we'll call you
• 34:45
  back. That's exactly what's going on.
• 34:47
  Implication question. We've identified what the
• 34:50
  problem is. This is where this thing is
• 34:51
  leaking. If we don't do anything, what's
• 34:54
  the worst that will happen? And we'll continue to drip.
• 34:56
  OK. If you continue to drip, we'll
• 34:57
  just put the bucket there. We put the bucket, problem
• 35:01
  solved. Then the time that the thing
• 35:04
  finally burst, what happened? Water is pointing helps you now.
• 35:08
  Call the plumber to come and fix it.
• 35:11
  That is implication question. If we don't do anything now,
• 35:13
  what is the worst that will happen then?
• 35:15
  Need payoff questions. If we fix this thing now, how is
• 35:20
  it going to benefit you? So it's important to ask all
• 35:23
  these sorts of questions, whether you're a plumber or not,
• 35:25
  you know, even in business settings, ask all these
• 35:27
  questions because once you discover what the payoff is,
• 35:33
  play up the, the, the, the benefit.
• 35:38
  So you're telling me that if we fix these things, you'll be
• 35:41
  earning an extra 5 million every every quarter?
• 35:48
  Play it up, buy my product, buy my service.
• 35:51
  Because if you do it, this is the upside.
• 35:54
  You continue to play the upside, the offside, the offside.
• 35:58
  I say offside, the upside. So like treasury bills, those of
• 36:07
  you are in the financial sector, Treasury bills and fixed market
• 36:09
  instruments is the upside. You'll be telling them now look
• 36:13
  Bros, you know that in the market there's up and there's
• 36:15
  down, but right now the current in the current, what's it
• 36:21
  called, the CBN something rates and whatever it is, the current
• 36:25
  CBN rate is 15%. So, OK, if you drop 1,000,000
• 36:29
  now, that means over the tenor of so, so, so and so days or so,
• 36:33
  so, so and so on, you'll be getting one 1,150,000 whatever
• 36:39
  back. So again, let us move now.
• 36:42
  This is the upside, this is the upside.
• 36:44
  You continue playing it 15%, fifteen percent, 15%.
• 36:48
  That's what you're playing. That's what you're stressing
• 36:53
  there. For those of you who are selling
• 36:55
  money market instruments, you know, the thing moves up, moves
• 36:57
  down, you know, there you'll be playing the all I put it, what
• 37:03
  you're now stressing is the the potential money that they can be
• 37:07
  making. Because with treasury bills,
• 37:08
  what you'll be saying telling them is look or guy, if we go
• 37:11
  with treasury bills or we go with fixed instruments, we are
• 37:14
  making 15% guaranteed. Whether the dollar goes up or
• 37:19
  down, whether the economy goes up or down, we'll be making 15%
• 37:23
  guaranteed. Then for those of you who are in
• 37:28
  money market instruments, those that go up or down, what you'll
• 37:31
  be selling is the potential. You say that, look, if you stay
• 37:34
  here, you're getting 50% guaranteed, but you are losing
• 37:38
  out on getting probable, you know, XYZ percent more than we
• 37:42
  are making now. So you're selling a future
• 37:44
  upside. So you can see that, you know,
• 37:48
  you can be, you can stress it either way, but sure, The thing
• 37:51
  is, you need to know what the implication is.
• 37:53
  If we don't do anything now, what's the worst that will
• 37:55
  happen? So Sir, let's move now.
• 37:57
  Why are you happy with this 15%? Oh, you're happy with the 15%?
• 38:00
  OK, leave the person. The best is not happy with the
• 38:02
  15% is we have these other products and we could be
• 38:05
  potentially making this amount more.
• 38:10
  And it says ready 14 minutes. So let me just quickly wrap this
• 38:13
  up then also mentioned urgency. Urgency is also something we can
• 38:18
  use to pull on people's emotional heartstrings.
• 38:21
  So urgency just means there's something objective, something
• 38:24
  external, something discernible, something we can see, something
• 38:27
  we can point to, something we can figure out some reason why
• 38:31
  people should take action anytime soon.
• 38:38
  Sorry about that. I had to adjust my glasses
• 38:41
  because, you know, it's hot in the car.
• 38:44
  You know, it's not like before where we used to buy fill up the
• 38:46
  tank with 5K, then we just used to run AC anyhow, you just park
• 38:50
  somewhere. Does they run AC of like 3 or 4
• 38:51
  hours? You know, now team has taught us
• 38:54
  to respect ourselves. All right, what was that?
• 39:00
  So there's something that we can see that we can point to that
• 39:03
  shows that somebody's ready to take action soon.
• 39:06
  Now, this is one thing that me personally, I enjoyed because I
• 39:09
  started off in events and weddings, because in events and
• 39:12
  weddings, the urgency is already baked in.
• 39:16
  It is already baked in, the wedding date has been fixed and
• 39:19
  the wedding date is is growing nearer and nearer.
• 39:22
  The more time they waste is drawing nearer and nearer.
• 39:24
  So that's one thing that used to help us when we're in the event
• 39:27
  space and in the wedding space, the date is fixed.
• 39:29
  So urgency is already creeping up.
• 39:31
  So in our case, all we had to do was just simply state the
• 39:35
  obvious. You tell them now look Madam,
• 39:43
  your wedding date is January 26th.
• 39:47
  All the things we need to design the hall, we have to finish
• 39:49
  fabricating, fabricating it one week before and Madam
• 39:53
  fabrication it takes three weeks.
• 39:55
  So, so we actually need a deposit by December 10th latest
• 40:01
  because during Christmas everywhere shuts down, the boys
• 40:03
  will not be working again. So, Madam, if we are going to
• 40:07
  meet January 26th wedding date, we actually need to collect
• 40:11
  deposit December 10th and Madam. You can see now that today's
• 40:17
  date is December 1st, you see. So there's urgency.
• 40:22
  There's something that is objective.
• 40:24
  Objective just means how I put it.
• 40:26
  It doesn't depend on you, it depends on other factors.
• 40:29
  It is external. It is something that is easy to
• 40:31
  discern. We can point to it, we can
• 40:33
  figure it out. We can rationalize it to say
• 40:37
  this is the reason why somebody has to take action soon.
• 40:40
  So that's in age to help us when it came.
• 40:41
  It comes to wedding assuming you're the preferred vendor.
• 40:44
  If you're not a preferred vendor, continue to do urgency.
• 40:47
  They will ignore the hell out of you.
• 40:49
  Before you know it, wedding will come and pass.
• 40:50
  You see that they use somebody else.
• 40:55
  So the key with urgency is first of all, try and discover what
• 40:59
  that thing is. What is the objective thing?
• 41:01
  What is the external thing? What is that thing that we can
• 41:03
  point to? What is that key thing?
• 41:06
  Once you figure out what it is, you just keep on reinforcing it
• 41:09
  and reinforcing it throughout the process.
• 41:15
  So like the new tax system that's supposed to come in now.
• 41:19
  So those of you who are accountants, I guess that's a
• 41:20
  sense of urgency that you will use.
• 41:22
  You have to tell your clients now your potential clients that
• 41:24
  look boss, Oga, Madame, sister, mommy and daddy, like we need to
• 41:29
  take action soon. It is currently December 6th.
• 41:33
  The ACT takes comes into effect. So, so the year 2026, we
• 41:38
  actually need to get going on this thing now, now, now if we
• 41:43
  are to prevent, you know, liabilities to prevent this, to
• 41:46
  prevent that in this coming tax year for 2026.
• 41:50
  So for those of you in tax, you actually have urgency now
• 41:53
  because there is something that doesn't depend on you and
• 41:56
  doesn't depend on the client. It is objective, it is external
• 41:59
  to both of you. It is something that is easy to
• 42:00
  discern that you can continue to press and press and press to say
• 42:04
  Bros that how far is December 6th time is going everything
• 42:11
  entire Christmas season Revenue Service them they will shut down
• 42:14
  for Christmas. So once he reaches like December
• 42:16
  15th, no action no and of course they won't open again until like
• 42:20
  January 8th January 10. So I got the time is now.
• 42:25
  If we're going to move the time is now.
• 42:27
  If we're not moving, let me know.
• 42:29
  Let me free this thing. So these are some of the ways
• 42:34
  that you can play on people's emotional heartstrings when you
• 42:38
  are trying to sell your product to your service.
• 42:41
  But remember what I said at the start of the episode, I beg you
• 42:44
  should use it in a very ethical manner.
• 42:47
  We should not just be looking at what our Commission is.
• 42:50
  We should be trying to focus. We should be trying to focus on
• 42:53
  what benefits it is for these people.
• 42:56
  Everything is only going to benefit you.
• 42:58
  I beg remove yourself from the situation and spare yourself the
• 43:01
  curses because those of us who are the children of people and
• 43:06
  we feel like our people have been taken advantage of.
• 43:09
  You know, we're staying, we're crossing all of you.
• 43:11
  Our prayers are following. You don't want to take advantage
• 43:15
  of anybody. Don't.
• 43:19
  If the upside is only for you, that is commissioned.
• 43:21
  But then to them, what are they getting?
• 43:23
  Please remove yourself from the situation.
• 43:25
  It is only money we're looking for.
• 43:27
  There's no point in collecting money and then shopping courses
• 43:30
  as well. So free yourself from people's
• 43:33
  courses. Even though my father has been
• 43:35
  dead almost like 20 years now, I'm still angry and I'm still
• 43:38
  cursing those people. OK, actually I'm kidding, I'm
• 43:40
  not cursing them but you understand what I'm saying.
• 43:43
  Like people still have bad intents towards you.
• 43:48
  So be ethical about this here when it comes to talking to
• 43:51
  people's emotional heartstrings. So that's it.
• 43:54
  And that's all for today. Remember, if you would love to
• 43:56
  connect, you can call, send me a text message by WhatsApp message
• 44:00
  on 08064662140. Thank you very much for your
• 44:05
  time and attention. I'll catch you all some other
• 44:07
  time.