Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Dominate Your Backyard: Why Local Marketing Drives Results

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Dominate Your Backyard: Why Local Marketing Drives Results · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Hello and welcome to the show. Today I'm out and about in a car
• 0:03
  park, so expect to hear some noise in the background, you
• 0:05
  know, people driving by, people justing and all that kind of
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  stuff. Now today on the podcast, I want
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  us to explore this idea that business is local.
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  Now. Let me repeat, business is local
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  now because of. Oh, sorry.
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  OK. Yeah, I decided let me set the
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  timer today so that I don't spend 45 minutes going on and on
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  and on. Let me be mindful of you guys
• 0:29
  time. All right, where was I?
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  So business is local now. So because of advancements with
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  the Internet and then with modern communication and then
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  globalization, you know, people think that the whole world is
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  your market based, basically. So everybody just assumes, who
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  is my market? What am I selling to?
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  Oh, I'm selling to everybody because I can create an
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  Instagram handle, I can create a website, and so it means I can
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  reach everybody. But it's not the case if you're
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  an international company like Apple or Samsung, you know,
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  based in America, Europe, you make your gadgets in Asia and
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  then you sell them in Africa. Yeah, in a sense the whole world
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  is your market. But that's because you have size
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  and that's because you have skill.
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  But is everybody in that? It's not the same context for
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  everybody. And the answer is no.
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  So for most of you who are SMEs, you know, small and medium scale
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  enterprises, you know, you're a nano business, micro business,
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  self-employed person, side hustle person, you know, you
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  understand. Now for most of us, a lot of us
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  have forgotten that business is primarily local.
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  So you hear people talking about SEO and they are trying to
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  optimize the sites for keywords and things like that, but then
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  they're forgetting to optimize local.
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  So you're in Abeokuta, your business in Abeokuta, you run a
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  laundry service, you're doing SEO, you're making sure that all
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  the keyword is there. Laundry in, I don't know, all
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  the keywords be laundry, laundry, clean clothes, ironing,
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  I don't know whatever the keywords are supposed to be.
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  But you forget to include Abukuta in your SEO.
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  You know, you're just leaving it out there and then you're now
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  wondering that this SEO doesn't work.
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  I mean, how will it work? You've forgotten that business
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  is primarily local. So you're doing your SEO, you're
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  leaving the thing open. So of course people from Kano
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  come and be looking at your website, but how is that going
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  to help you, somebody in Kano looking at your website When
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  you're based in Abukuta, Business is primarily local.
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  So you're doing your SEO thing. Make sure your SEO game is also
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  local. So then when people in Abiyokuta
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  go to Google, your website is something that shows up and they
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  can profit from that market. So when I say business is local,
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  or when some people say business is local, what does that mean?
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  It means that for most people and for most businesses, your
• 2:55
  ideal customers are physically not far from you.
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  So back to the Abiyokuta thing. Most people doing business in
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  Abiokuta, your ideal clients are close to where you are.
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  Even if it's not Abiokuta town, you know, maybe 30 minutes to
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  the left, 30 minutes to the right, you know somehow Shah,
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  that is where your ideal customers are.
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  Physically they are not far from you.
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  Eventually we don't want to be big like Apple, like Samsung or
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  OK, like in the business space for instance, or like maybe like
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  Bolton Consultant, Boston Consulting Group.
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  Yeah, want to be big like Boston Consulting Group.
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  So they have Nigerian government is doing something.
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  You know, you ask for Mackenzie or you ask for Deloitte or you
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  ask for Boston Consulting Group to come and write a report.
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  Report. So yeah, one day we want to be
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  that big so that me man, you know, as I'm here, I'm chilling,
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  you know, I built a very huge consulting agency so that maybe
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  people in Malaysia that are doing something to be like, this
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  is guy in Nigeria be like say that guy, get brain, let's call
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  the guy. So yes, we all want to get to
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  that level. But in the beginning, business
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  is primarily local. Your ideal customers are
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  physically not far from you, even though you can access the
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  whole wide world. So if you're waiting
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  photographer based in Abuja, your market is Abuja, maybe
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  Niger, maybe Nassau, maybe all those areas that you can, you
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  know, 45 minutes, one hour, you can drive and enter, you know,
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  So I mean, that's, that's your target market.
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  That's what you're going to say for service based professionals
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  because of the Internet and because you can do remote work,
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  that means you can target anywhere now.
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  So that means you can be based in Abuja and they have your
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  clients in Ghana or have clients in Ireland or in Malaysia or in
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  Australia. And yes, theoretically speaking,
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  yes, that is the case. I can be here in Abuja and have
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  clients in other places because one client that I'm currently
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  working with right now, OK, well, we haven't started the
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  Watcher, but looking forward to starting the work.
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  They have a gadget, the the sole digital, digital tech enable
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  devices, you know, things like that.
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  And they are based in Benin. So yes, I've been in Abuja doing
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  work for people in Benin, doing work for people in Lagos,
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  receiving inquiries from Ibadan. So yes, there's that
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  possibility. Yes, it can happen.
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  But even in this case, there will be benefits if you target
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  local and grow local before you start expanding or before you go
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  international. Now why are we discussing this
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  day? It's because a couple of days
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  ago, like 2 weeks actually woke up in the morning getting ready
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  for school and then wifey says biscuits has finished.
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  I'm like how can biscuit finish? I say that's finished.
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  And then I checked. I said Oh yeah that's true,
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  Biscuit has finished. I forgot to go and buy a
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  biscuit. Not for me and wifey of course.
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  You know what, for the kids, you know, you pack lunch for them
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  and stuff like that. Mine's all the time.
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  When I told my son, he asked me what did you guys used to have
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  for lunch when you were my age and I said nothing.
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  He said what? I said nothing.
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  We didn't have lunch. We wake up in the morning, we
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  eat breakfast and then we walk to school.
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  My school was, we say one primary school and was about 5
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  kilometers away from the house. So not 5 kilometers but more
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  like 2.5, but shot walk to the school.
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  Walk back was a 5 kilometer walk.
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  So me and my siblings, the seven of us, we all used to walk to
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  school. So it was like that.
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  You wake up in the morning, eat breakfast, you know, boy yam and
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  palm oil or something. You stay in your uniform too
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  late, you show up in school, palm oil stains, just one of
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  those things your teacher will now give you, you know, now
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  punishing and all that. So that's that's how it used to
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  be. Wake up in the morning, we eat
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  breakfast, we walk to school, then you walk back home and then
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  you eat lunch and then that's it.
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  And then you eat dinner almost always.
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  Like what? You guys didn't have lunch in
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  school? I was like, no, there was no
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  lunch in school. And, you know, my son thought,
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  you know, my parents were being, what's the word, wicked or
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  horrific or something that's like, look, it was just a
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  different time shot. That's how we grew up and that's
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  how everybody grew up. You just wake up, you eat
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  breakfast, you know, and then you go to school and then you
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  come back and then you eat lunch and then the day continues
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  anyway. What was I So biscuit has
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  finished now. So nothing to pack for the
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  children to, you know, for that first, that first, that first
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  break. Oh, by the way, that's also
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  nothing that really, really impresses me.
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  I mean, now they give children 2 breaks.
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  That's ridiculous. I mean, during our time, we have
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  one break and the break was I think like 45 minutes or one
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  hour. No, that was enough.
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  So I don't understand this one. They have your first break,
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  which is, I don't know, 30 minutes.
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  And then there's another second break and something like, I beg
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  too many breaks. That's my own opinion, Sharp,
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  for those of you who are school administrators, I really think
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  you're giving these kids too many breaks, although you're
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  doing something good because children are no longer afraid of
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  school. So that's that's good because I
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  remember in our own days, man, exam times will also catch exam
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  fever. But you know, when it's time for
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  exams, my children just, you know, they wake up and they just
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  go and write the exams and they come back and I'm impressed.
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  So you people in education, you're doing something well,
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  Children are no longer afraid of exams.
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  Where was I now? I had biscuits.
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  Yeah. So biscuit has finished now, so
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  no biscuit for school snacks. So also I don't also remember
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  that. OK.
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  Yeah, our laundry washing powder has finished.
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  Toilet paper has also finished. So I just went to the local
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  shopping Mart outside Barcelona hotel.
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  So I know Barcelona Bacca Liga here, Bacca Liga hotel in Apple.
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  It's Yeah. So I went there now and I went
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  to go and buy the stuff. And then I got to the checkout
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  counter and it was time for payment.
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  And then I saw a flyer and I was like, how was this flyer doing
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  here? And that's because it was for
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  like a hair salon, barbing, nail massage and all these, you know,
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  every, every shop a beauty shop. But The thing is, the beauty
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  shop is in Warring Park. The place that I was is in a
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  pool. Now, depending on traffic,
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  wearing park can be anywhere between 30 to 45 minutes away
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  from a pool and the Garricky area.
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  So I was wondering, would this person come and place the flyer
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  somewhere here? Because let's face it, it's it's
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  not as if, I mean, there are other hair and beauty and nail
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  and you know, and massage and everything in this area.
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  So you're standing off new. Why would somebody just leave
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  Apple and go all the way to wearing power just to patronize
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  your business? I don't think it makes sense.
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  So should you be placing your banner in Apple if your business
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  is based in wearing power? So like we said, the top of the
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  eye depends, some products require physical pickup, require
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  you to be there in body. So realistically speaking, very
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  few people are going to go out of their way to travel 30 or 45
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  minutes to try out your new shop.
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  So my own opinion would have been much more effective for
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  this guy or this babe to distribute their Flyers in
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  Warrimpa. I think that is much more
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  effective outreach because remember business is local.
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  So when you target your flyer distribution in Warimpa and then
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  you get plenty of buzz, plenty of traction in Warimpa and you
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  start popping off, that is what will now create the buzz that
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  will now start pulling people from other parts of Abuja.
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  Now organic buzz only after you capture Warimpa first.
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  Now a very big example, Oh, OK, 10 minutes.
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  OK, let me try and wrap this up now.
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  A very big example is all these amount of joints that we have in
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  Warimpa, like I don't like Amala but my wife likes it.
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  I think Amala is disgusting. For me, I think the hierarchy is
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  this. Pound jam is the ultimate.
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  After pound jam is fufu. After fufu there is EBA and the
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  EBA has to be yellow, not white. Then after that is the white
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  EBA. Then after that we can now start
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  entering the Amalas. Sorry, the millets, you know, So
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  the red Millet, the grey Millet. And then for me, Amala is at the
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  bottom of the scale. But anyway, that's just me.
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  So my video guy Shagun, he loves Amala, My wife loves Amala, my
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  mom, she loves Amala. So you know, I'm surrounded by
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  Amala lovers. I don't know why.
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  So there's some Amala joints now in Guarempa, like one of them is
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  called the Ojo Alegba. And then there's a couple of
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  other places, you know, Amala, hot Amala, this, Amala that, you
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  know, there are plenty in Guarempa.
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  But The thing is because those Amala joints have generated buzz
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  in Guarempa. That is the reason why my guy
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  shrugging in Garki can say oh I heard of this new I wanna sport
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  and boys let's go and eat. It is because they have captured
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  Guerin Power 1st and generated buzz.
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  Then people in other districts in Abuja will now go there and
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  say more come shop. So now that you're starting your
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  Amana thing in Guerin Power and then you now come and start
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  dropping Flyers in Apple and other districts in Abuja and
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  that's not how it works. Business is local, you start the
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  Amala thing in Warren Power, you capture Warren Power, you put
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  Warren Power on lockdown, eventually you gain a reputation
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  and then boys are flying in from other parts of Abuja just to
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  come and eat world famous Amala. So that is the dynamic.
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  Business is local and the dynamic is the same for service
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  based professionals because think about it, we started off
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  saying, you know, some walls, not too blue, want to be big
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  like McKinsey and Co, like Deloitte, like Anderson, like
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  Boston Consulting Group. You know, some of us want to
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  blow, want to be big like that and we'll get there in Jesus
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  name. But The thing is because I have
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  access to the Internet doesn't mean that from day one I should
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  start targeting Ghana and South Africa.
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  Then from there now I'll expand to you know, Asia and then
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  international market. No business is local.
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  My aim should be to capture Abuja first there any time you
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  hear sales training, coaching, business development, you say
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  there's this boy in Abuja be I say that guy get bring this is
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  his podcast call this guy. So the goal is to lock down
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  Abuja first from there our neighborhood to encroach small
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  enter Lagos and then from there Nigeria at large before I start
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  exporting myself internationally over time.
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  But business is local, you see. I start from my dormant and then
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  begin to expand. Not that from the beginning I
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  say I'm going to target Nigeria, Ghana, South Africa, Asia, Latin
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  America, Western Europe and then America.
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  Remember how I said for Samsung and Apple?
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  They have economies, They have size and economies of scale.
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  So of course, if you have size and economies of scale, then you
• 14:19
  can do whatever it is you want to do.
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  But most of us are not starting from that vantage point.
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  So business is local. So summaries start local.
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  If you have your Flyers, drop your Flyers local.
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  You have other kind of marketing collateral, drop it local, drop
• 14:43
  it in your neighborhood, drop it in environs and then begin to be
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  growing from there. And that's one of the reasons
• 14:51
  why this podcast is for Nigerian business people.
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  It is when I blew up in the Niger business community that
• 15:01
  Ghanaians will say, OK, OK, OK, OK, alright.
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  Be like I said our boy and no problem myself.
• 15:10
  Let me try it, let me sample it. And then when Nigerians and
• 15:13
  Ghanaians are rocking my stuff, then S Africans will be like,
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  OK, all right, Black said. This boy has come of age.
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  Let me see then when I'm rocking the African continent is then I
• 15:28
  can start beginning to flex and stretch small, small, small,
• 15:31
  small. I mean, if I build this whole,
• 15:33
  if I do this whole agency game, right?
• 15:35
  Well, you see, that's how it works.
• 15:36
  Business is local, start from my DuMont and then start moving out
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  and out and out. There's no point in starting a
• 15:45
  real estate business in Victoria Island.
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  And then you now go and drop your flyer in the bottle.
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  That's an extreme case and I doubt anybody would do it.
• 15:52
  But the rationale is the same. If you're going to be selling
• 15:55
  houses in Victoria Island, why go and drop real estate?
• 15:59
  So why go and drop your flyer in Ibadan on the off chance that
• 16:02
  maybe there's an Ibadan native who is interested in Lagos real
• 16:06
  estate and who has a house in Victoria Island?
• 16:08
  Yeah, that's possible. But man, that's quite a stretch.
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  So just remember that business primarily for most of us is
• 16:18
  local. It doesn't mean that we will
• 16:20
  remain local champion. It just means we start with
• 16:24
  physical proximity and then start to be going outside small
• 16:28
  and small and small. And that's how the game is
• 16:31
  played. So international aspirations,
• 16:33
  yes, very good. National aspirations, yes, very
• 16:37
  good. But we start local, we dominate
• 16:40
  local and then we go out from there.
• 16:42
  If you'd love to connect with me for a strategy session, the
• 16:45
  business audit, or you want me to answer a couple of questions,
• 16:48
  no more to reach me on. That's my WhatsApp number as
• 16:50
  well is 08064662140. The country code is +234.
• 16:57
  For those of you who are not Nigerian, then you can connect
• 17:00
  with me on LinkedIn. The name to look for is
• 17:03
  Tavishima Aede. I also have a YouTube channel,
• 17:06
  it's the same name. Thanks for your time and
• 17:07
  attention. I'll catch you guys in the next
• 17:09
  episode.