Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Kicks & Conversions: Building a Sales Process for Your Nigerian Streetwear Brand

Transcript

Kicks & Conversions: Building a Sales Process for Your Nigerian Streetwear Brand · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome to the show. Today is the second part of a
0:05
two-part series. So if this is your first time of
0:07
listening to the podcast after you're done listening to this,
0:10
then skip back one episode, listen to that.
0:13
That's the one that comes immediately prior.
0:15
And you'll get the context of what this case study is, because
0:19
the prior episode was about how we can create a winning sales
0:23
process all the way from lead generation all the way down to
0:26
the close. So some of the ideas that we
0:29
discussed were what a sales process should be, what a lead
0:34
is, or rather who a lead is, things that we need to think
0:38
about when we are coming up with our ideal customer profile, ways
0:42
to start conversations, you know, those sorts of things.
0:46
So after you're done listening to this episode, for the fuller
0:48
context, skip back, listen to that, and you're going to get
0:51
caught up to speed. So like I promised in
0:53
yesterday's episode, today we're going to look at a fictional
0:56
case study and we're going to call the female entrepreneur.
0:59
We're going to call her Priya. Now forgive me if this is not a
1:04
female name, but I think one of my classmates was named Priya
1:08
when I was growing up, so I'll just use the name Priya.
1:11
But if you're from the Niger Delta region and you don't think
1:14
you know that's a female name, then you know, write me later on
1:17
and apologies. So like I mentioned in the
1:21
previous episode, the reason why I'm using Priya as a case study
1:24
is because I'm currently having a chat with someone was supposed
1:28
to have a conversation much later on.
1:30
This one is not going to be business related, it's just OK,
1:33
well it's business related, but I'm not trying to get this
1:35
person as a potential client for sales, coaching or consultancy
1:39
services. It's just that she currently
1:42
sells sneakers and I thought it was a male dominated industry.
1:46
And plus, I also assume that people who are sneaker heads
1:49
were probably my age or older, and I didn't think that there
1:52
was a demographic for that still existing in Nigeria.
1:55
So I just found it really interesting that you have a
1:59
Nigerian female who is getting into this line of business.
2:04
And I just thought it was rather interesting.
2:07
So I'll be having a chat with her and when I find out more
2:11
about her business, I'll make a podcast episode about that.
2:14
But in the meantime, this is my own fictional case study.
2:17
Assuming I was a female named Pre, perhaps this is how I would
2:21
go about it, creating a winning sales process all the way from
2:25
lead generation down to the close.
2:28
Now, like I said, I'm not involved in this business.
2:30
I think it's really interesting. So me here with this fictional
2:34
case study is me just freestyling and make making up a
2:37
bunch of stuff. But I trust that you guys will
2:41
see not even if I make any mistakes along the way.
2:45
Like for instance if I get the ideal customer profile wrong.
2:48
Eventually when I speak to the real life lady who is in the
2:50
business you'll see that my thought process is sound.
2:55
And that's the reason why I keep insisting time and time again
2:58
over on the podcast that what we should be focusing on is
3:01
creating a is creating a well thought out sales process.
3:07
If you're process oriented, you have something to guide you
3:11
through. Initiating conversations with
3:15
people, building relationships, trying to close so you can do
3:19
things sustainably, repeatedly. You can do that over time you'll
3:23
be able to refine it, take feedback.
3:28
It really is just the best way to go about it.
3:29
Rather than waking up today and thinking today I'm going to live
3:33
my best life, you motivate yourself, you read some
3:36
scripture, you look in the mirror, you say some words of
3:39
affirmation and then you try and motivate yourself to make a sale
3:43
today. So just think, process oriented,
3:46
come up with a process, a wealth on our process, follow it every
3:49
day. And then over time it's just a
3:52
law of probability. Over time the results will start
3:54
coming in. So Priya, that's the name of our
3:58
female entrepreneur and let's say she's passionate about
4:02
sneakers and St. wear culture. Because I'm assuming that if
4:05
you're going to be involved in this kind of business, you have
4:07
to be passionate or interested in it.
4:10
Because truth be told, I don't even like wearing shoes and it's
4:14
one of the problems I had with being a a law student at 1st and
4:19
then later on a lawyer because we have to wear formal shoes.
4:22
So I don't like any kind of shoes at all.
4:24
I prefer to wear palm slippers and sandals, trackers and those
4:29
sorts of things, so I doubt I would be a very good
4:33
salesperson. It was to come to sneakers and
4:36
stuff like that. So Priya, she's passionate about
4:41
sneakers and St. Wear culture, and she wants to
4:43
launch an online store. Now, I could have thought about
4:47
her doing the business without the whole online thing, but I've
4:52
been at a number of sessions where I'm speaking to people,
4:57
and some people have pointed out that a lot of the examples that
4:59
I give just kind of, well, one lady in particular, she's in the
5:04
beauty and in the online space, she told me point blank that a
5:07
lot of my examples and a lot of my assumptions just assume that
5:10
I'm dealing with people who are doing stuff face to face in real
5:14
life, in real time. But there's a whole class,
5:18
there's a whole cater of Nigerians that are doing
5:20
business exclusively online. And she thought it would be nice
5:24
if I pay attention to those people every now and then.
5:27
And yes, of course it makes sense.
5:28
So today I'm going to assume that Priya is doing her thing
5:33
exclusively online. But you will find that as we go
5:37
along with this case study, you'll see that my philosophy
5:39
about business conversations is going to permeate the whole
5:42
thing. Because when you're live direct
5:46
and face to face, it's kind of hard for you to forget that you
5:49
are in a conversation with someone because someone is over
5:53
there looking right back at you. But then our brothers and
5:56
sisters who do things exclusively online sometimes
5:59
forget that they are in a conversation or that they should
6:03
be having a conversation. And so they end up copying and
6:06
pasting at people or broadcasting at people or
6:10
dictating to people. I mean, you get where I'm coming
6:13
from because you have a phone, it's a screen or a tablet or a
6:18
keyboard and you're typing. It's easy to just copy paste,
6:21
copy paste, copy paste, send. And you have sent to 20 people
6:25
so they forgot. They forget that they should be
6:27
in a conversation. So Priya is doing this thing
6:32
online and let's say her online store is going to be called
6:36
Priya's Goats. Now, when I say goats, I don't
6:39
mean goat like EO as in meet, but GOAT the greatest of all
6:44
time. So because I know that, at least
6:47
during my time anyway, sneaker heads back when I was in primary
6:50
school were all about Jordans. Those Jordans, Air Force ones,
6:55
Nikes, you know, stuff like that.
6:57
And at the time, Jordan was supposed to be the GOAT, was
7:00
supposed to be the greatest of all time.
7:02
Now there's this argument about whether Michael Jordan is the
7:06
greatest of all times or whether LeBron is the greatest of all
7:09
times. And some people want to put Kobe
7:11
Bryant's name over there as the greatest of all time as well.
7:15
So I'm not a sports guy. I'm not a sports nerd, so I
7:19
don't know much about these things.
7:21
But anyway, that's where I just got the acronym from.
7:25
I'm greatest of all time because I know that for sneaker heads,
7:27
those debates are not trivial. They matter.
7:30
There's some people who will die on, look, it's Jordan or
7:33
nothing. And there's some people who are
7:34
going to say Jordan is 30 years ago, it is LeBron James who is
7:38
the King. And some people will say that,
7:40
look, forget it, Brant is no more.
7:43
But for the time that he was with us, these were his stats,
7:46
this is how he performed and blah, blah, blah.
7:48
So he's the greatest of all time.
7:50
So some of these things might sound like rubbish to you, but
7:55
if you are in that world, basketball, sneakers, St.
7:59
culture, hip hop, things like that, these things matter.
8:02
Who is the greatest rapper of all times?
8:04
Who is the greatest music producer of all times?
8:07
Who's the greatest basketball player of all times?
8:10
You know, you don't hear people who are golf aficionados, you
8:14
don't hear golfers talking about who's the greatest of all times.
8:17
So this good thing, it's a street wear sneaker, hip hop
8:22
lifestyle kind of thing. So the online store is Priya's
8:26
goats might not make sense to you but I've picked a name that
8:30
I think should make sense to people who are involved in the
8:34
sneaker, the street where the hip hop culture, you know, that
8:37
kind of lifestyle. And so let's say that Now is
8:42
online but she's focusing on limited edition sneakers in
8:45
Niger. Now the reason why I picked
8:47
limited edition sneakers is because if you want to find
8:50
Adidas, you know Niger has opened up.
8:52
Now it's not like back when I was in primary school, so Niger
8:57
has really opened up. So if you want to find Adidas,
8:59
you can find it. You just, you know, if you're,
9:01
I'm assuming if you're in Lagos, if you're in Abuja, even in some
9:05
parts in the east, maybe like in Port Harcourt, you can go to
9:08
town, you will find your Adidas, you can find your Puma, you can
9:12
find your Nike, you know, things like that.
9:14
But it might be hard to find correct limited edition Air
9:19
Jordans. Look, I know that, you know
9:21
things have moved beyond Air Jordan, but, you know, forgive
9:23
me. During my time in primary
9:25
school, everybody was Air Force One or Air Jordans or no, this
9:33
Adidas something, Was it Puma? And I can't remember.
9:36
So for those of you who are into the culture now, I know you'll
9:39
be laughing at me like this Papillo is talking about stuff
9:42
that faded out 30 years ago, but just forgive me, you know?
9:45
That's all I know. So if you're looking for limited
9:48
edition stuff, you want to find the correct stuff.
9:50
You want to find the current LeBron whatever or the current
9:53
Jordan whatever, because they still keep making the Jordan
9:56
editions. If you want to find the real
9:58
deal, you know it's going to be hard in Niger because you know,
10:02
Nigeria is not like the UK or America, where there's a steady
10:06
market for these kinds of things.
10:07
Because these people go crazy. Like if they announced that
10:12
they're going to release a limited edition, blah blah,
10:15
blah. Only 50 in 2024 is going to drop
10:19
today on April 1st or something. That boys, girls that will go
10:25
and sleep outside the store and queue because they want to be
10:28
the first person that went to the store and buy and you know,
10:33
take pictures and you know, like it was me, like I'm the one who
10:37
got the first, the authentic, the whatever, and then there's a
10:40
market for it. So some people take these
10:42
sneakers, maybe they can buy it. I'm just guessing by the way.
10:45
Let me just make it up. So it's probably you can buy
10:47
this thing maybe like 500 lbs or something or $500, you take it
10:52
and keep it, but then because it's huge demand you buy it at
10:54
500 and maybe you sell it at you know 5000.
10:57
So it happens. Now, since there's not a that
11:02
kind of market is not here in Niger, it will be hard to find
11:06
limited edition sneakers in Niger.
11:08
That's my guess. I'm guessing though.
11:10
So if it turns out that my guess is wrong, you know, don't blame
11:13
me by me. That's business and sales for
11:15
you. You have a hypothesis, you go
11:16
into the market, you test it either right or you're wrong.
11:19
If you're right, cool, you move forward.
11:21
If you're wrong, then you tweak your idea and take another stab
11:27
at it. OK?
11:29
Where was I? OK, so praise God I should doing
11:33
limited edition sneakers in Niger because Niger is hard to
11:36
find. So she should be able to make a
11:38
good profit, make a good killing.
11:39
Because after all it's not guys like me who are going to buy
11:42
those sneakers. These people who know what's up,
11:44
people who are in the culture, people who value this thing and
11:47
people who are willing to pay above and beyond because they
11:50
know that if you go to Whooser market you find Nikes.
11:53
If you go to Allen Ave. he catcher you find Nikes.
11:57
But if you want to get this premium edition blah blah blah
12:00
that they only made 2020 versions of in the year 2023.
12:06
If you want to get that thing then you have to go through
12:09
people like pre all these online sticker heads on people.
12:15
So yesterday I said one thing that we have to do is to define
12:18
our ICP. The ICP being the ideal customer
12:20
profile, or the customer avatar as people like to say it, or
12:25
your best case customer. But the whole idea behind it is
12:28
this. Before you start trying to sell
12:31
or to market anything, you need to figure who am I chasing?
12:35
Who am I pursuing? Because if you don't decide who
12:38
is the best person to pursue, you just enter the market and
12:40
you'll be running up and down, left and right chasing all kinds
12:43
of people. And inevitably you will spend
12:46
time talking to people that you shouldn't have been talking to
12:49
in the 1st place because it's a waste of time.
12:51
There's no way the person is going to buy If you're about to
12:54
start this Prius go to business and you don't define your ICP,
12:57
you might end up spending 45 minutes with me trying to
13:00
convince me that I should drop my money and buy Michael Jordan
13:06
sneakers. I mean, you might look at me,
13:08
you guess my age. You think, OK, this guy Papillo.
13:11
So Michael Jordan let me try and sell him Michael Jordan's.
13:14
You might be trying to tell me that should buy Michael Jordan's
13:16
for 150K, but I'm not going to budget because I'm not part of
13:21
the ideal customer profile. I'm not a hip hop person.
13:24
I'm on the street wear. I'm not a part of the culture.
13:26
I don't value those things. You tell me 150 K in my mind I'm
13:30
thinking 150K. Meanwhile I have school fees to
13:34
pay or I have to buy Internet or I have to go to the mechanic.
13:38
Or if I take down 150, Ki can go and buy, you know, four or five
13:42
pair of shoes for myself. OK, maybe not four or five
13:45
because guy shoes have become expensive, but you get my point.
13:48
So you spend time talking to somebody like me or maybe
13:51
talking to my wife, and my wife is definitely not in the whole
13:57
street head kind of thing. You'll be wasting your time.
14:00
And that is where people lose lots of time and money and get
14:03
motivated. And they say that sales is hard,
14:06
sales is not hard. Well, OK, well, it's hard, but
14:09
it can be easier if you're talking to the right people.
14:11
There's no way somebody like me is going to buy it because I'm
14:12
not part of the ICP. So that's your number one.
14:16
If you're starting this Prius, go to business.
14:18
You sit down, you, your business partner, your spouse, your
14:21
investors, whatever, You guys sit down and you now say, OK,
14:26
who should we be pursuing in the beginning?
14:28
Self. Who is our ICP?
14:30
Who is the customer avatar, Who is the person we should be
14:32
running after? Now remember, like I said, when
14:35
it comes to business and sales, usually we're doing lots of
14:38
guess work. Guess work is not a problem.
14:40
You guess, you enter into the market, the market will give you
14:43
feedback. You take that feedback and then
14:45
you refine. So if you assume that anybody
14:48
who was born between 1978 and 1985 is your ideal customer
14:53
profile and you go, you run into people like me, you run to
14:56
people like my wife, you run people like my cousins who don't
14:58
give a hood about these sorts of things.
15:00
You come back and say, you know what, it's not just anybody who
15:03
that was born between 1975 and 1985, but it also has to be
15:07
people who are interested in blah, blah, blah, blah, blah.
15:10
You refine, you go back into the market, you try again, you get
15:13
feedback. So that's how it works.
15:16
So right now, let me guess. So my own guess is that
15:20
sneakerheads will be young men and women because I understand
15:25
that women have now joined the the market for kicks because I
15:30
see some young girls walking around with, you know, correct.
15:34
You know, as in you see the sneakers and like, wow, OK,
15:38
impressive. Not bad.
15:40
So I now know that girls wear kicks these days while he's back
15:44
when during my own day, you know, some people used to call
15:47
them kicks. I don't know, you call them now.
15:49
So, so let's say people between 18 to 35.
15:52
But let's just stretch it to 45 so that people like me and my
15:55
cousins can also fall in there. Because I know that there's some
15:58
old men who, when I say old men, I mean, you know, like those of
16:01
you who are 50. I know that there's some old men
16:03
who wear that kind of stuff. Like, I saw a picture of Busta
16:07
Rhymes on Facebook recently and he was still decked out in the
16:10
gold chains and everything. And I'm thinking that Busta
16:13
Rhymes you don't know you're Baba.
16:14
Now, as in look at Dre. You know Dre doesn't wear chains
16:17
and everything. Dre is now jeans and T-shirt
16:19
'cause you know, you have to grow up now.
16:20
But anyway, I'm not judging those people.
16:22
So you're 50 year old, dude, and you like to wear kicks.
16:27
You like to wear limited edition sneakers and no island?
16:31
No problem. I'm not judging, but I'm kind of
16:34
judging. So my guess is 18 to 35, maybe
16:38
45. Then my guess is also these
16:40
people have to be active on social media because that's the
16:44
only way that they're going to be able to get the gist about
16:47
the drop. You know, when are they
16:48
releasing this new Michael Jordan edition or when are they
16:50
releasing this new Kobe? OK, no, the Kobe Bryant have any
16:55
sneakers? And let me just guess.
16:56
So that's when they're releasing the new Kobe Bryant.
16:58
So when they're releasing the new whoever so active on social
17:03
media. And my guess is people who
17:05
follow sneaker influencers. Now this is your ICP and
17:10
remember, we're talking about this business being done online.
17:13
When you are ready to start doing Facebook advertisements,
17:17
Google advertisements, tick tock advertisements, you now have a
17:21
greater idea about who to target.
17:24
So instead of just sending mess adverts to the Internet like
17:28
that, just wide, everybody brah. I see the advert, my mom sees
17:32
the advert, my auntie sees the advert.
17:34
You narrow it down, You tighten it this way, 18 to 45.
17:39
Mom C will not see it. And chances are, Mom C is
17:41
probably not as my mom. I mean, it's probably not a
17:44
sneaker head. My mother-in-law will not see
17:47
your advert. Chances are my Mom C is not a
17:50
sneaker head then, since you're also trying to put in people who
17:58
follow sneaker audiences. Sorry, sneaker influencers.
18:01
Then you're going to be able to put on Facebook, you can put
18:04
this look alike audiences or something like that.
18:06
You know, I don't really do advertise.
18:07
I don't know that I don't really.
18:10
I did adverts on Instagram a while ago for my waiting
18:13
photography business, but that was a long time ago like this
18:16
over 10 years ago. So if you want to dive into this
18:20
space, you have to look for somebody who this is their
18:21
specialty online advertising. But back then you could do look
18:25
alike audiences, so people who follow this kind of person or
18:29
people who watches this kind of content, people who are
18:31
interested in so and so you'd be able to put it in the
18:34
advertisements. So since this is part of your I,
18:38
your ICP, when you're running your online ads, you'll be able
18:41
to put in all these data, 18 to 45 active on this platform, this
18:44
platform and people who follow this influencer or who are
18:49
interested in this, this and that and that.
18:51
So we need to get ICP locked down so you can see how from the
18:54
beginning now you're going to start saving money because
18:58
you're running after the right person.
19:00
If you create a general advertisement on Instagram or
19:04
LinkedIn or Tiktok, but you're targeting the whole world, you
19:07
will spend money. But if you narrow it down, you
19:12
tell Facebook, Facebook or this advert that I'm putting out,
19:15
only show it to people who are between 18 and 35 and who are
19:19
only interested in this and this and this and that and who only
19:22
follow these people, these people, that people then you
19:25
have, you have a greater chance that the right people will see
19:28
your advertisement. Then yesterday we also spoke
19:32
about lead generation strategies.
19:35
Now remember that a lead from what I defined yesterday is
19:38
anybody who has done something in the past that gives you
19:40
reason to believe that they might be your potential customer
19:44
today. So they may have, they must have
19:46
done something yesterday, the day before last year.
19:50
That gives you a hint that these people might be interested.
19:53
So lead generation strategies basically is you're coming up
19:56
with strategies. You just get people to show
19:57
their hand. To just get people to say I am
20:00
interested, I might be interested.
20:02
So you can put up stuff on Instagram and Tiktok showing new
20:06
sneakers. You put up videos, OK, this one
20:10
just launched. It is the Kobe Bryant X500, blah
20:13
blah blah blah blah. You make a video, people comment
20:17
under it. People will like people.
20:18
Whatever people comment, some people will send you DM.
20:20
You can see that these people are showing their hand.
20:24
These are some of the people that might be interested.
20:26
So for somebody like me who I see the video, but I don't
20:30
comment, I don't like, I don't share, I don't DM you, you have
20:35
no reason to believe that I I'm a lead 'cause I have not showed
20:39
my hand, I have not done something now or in the past to
20:43
say I might be interested. So that's why this kind of
20:47
content really, really important.
20:49
Now, in times past on the podcast, I've spoken about this
20:51
lady who also sell sells sneakers, but she's sorry,
20:56
excuse me. So I'm getting over the cold,
21:00
'cause my son had came down with something.
21:02
So yeah, as usual, I picked it up.
21:07
Oh yeah. So I spoke about a long time ago
21:09
when the episode that I did about meeting with a visual
21:12
businesswoman, and we spoke about that whole thing of
21:14
dancing and twerking on Instagram and Tiktok, whether it
21:17
makes sense. Now.
21:18
The example that I gave was this lady.
21:20
I think her name is Becky. I might be wrong.
21:23
I think the name is Becky. And this girl gets on Tiktok and
21:27
she twerks every day and then she puts the videos up on
21:29
Instagram. Now when I saw her, I was
21:32
curious, 'cause I was wondering how would somebody just wake up
21:34
and be twerking on on social media every day?
21:38
I was like, no, there must be an angle.
21:39
So I was watching this thing, but of course my wife looked at
21:42
me and she was like, you know, you're a grown man, stop
21:44
watching this. Whatever.
21:45
I say, no babies market research, but my wife didn't
21:47
believe me. That was market research.
21:49
But of course, between you and I, it definitely was market
21:51
research. I'm not just looking at young
21:52
girls twerking over the Internet.
21:54
So after a while, I noticed that even though Becky puts up these
22:00
videos of her twerking and grinding at the back in the
22:03
background, sneakers are always in the background.
22:07
Boxes are always in the background.
22:08
You know, stuff like that. So I now started reading the
22:11
comments and I saw that lots of people who watch Becky's videos,
22:15
first of all, of course, since she's twerking and grinding,
22:18
they're young boys. And it just happens that amongst
22:23
those young boys seem to be sneaker heads.
22:25
So some of the comments were not just about how she's winding and
22:27
grinding, but at the back, did you see that Kanye something,
22:30
something, something that dropped last week?
22:34
So basically, I was trying to show those Abuja business women
22:38
that look twerking and grinding. First of all, I don't recommend
22:41
it. You don't have to, But people
22:43
who twerk and grind is because they have a sales process that
22:47
is set up to maximize that kind of attention and to maximize
22:52
profits at the end. So this lady, Becky, she's
22:55
twerking and grinding, but young boys are watching.
22:58
Their blood is getting hot. They also happen to be sneaker
23:00
heads, so you don't want to purchase the purchase through
23:03
her. She now charges a premium for
23:06
delivering it to people. In fact, she can deliver to you
23:09
and then take your video and then stuff like that.
23:11
And of course, you know it's Rep now and that's by your young boy
23:14
and she makes a video, she showed up by the house to
23:17
deliver the shoes, you know, blah blah, blah.
23:19
So it's kind of Rep, you know, if your delivery video gets on
23:22
her page. So it's a big deal.
23:24
And of course she charged the premium for that.
23:25
So imagine her selling shoes for, let me guess, maybe like
23:28
$2000 or something and then she charges you maybe the $800 extra
23:34
for her to deliver it to your house live and then of course
23:38
you'll do the selfie thing and then all that.
23:41
So that's our own business model as how it works.
23:45
So just a a recap that's in case there any of you young women who
23:52
are watching this thing and who are thinking this whole dancing
23:54
thing, Should I be dancing and pointing?
23:56
Should I be twerking and grinding?
23:58
You don't have to, but for people who do it, there is a
24:01
plan. So if you decide that you must
24:03
point or dance or grind or twerk, my advice is to go and
24:07
learn from people like this, Becky and other people and try
24:11
and just learn the game from them because it's a system.
24:13
They don't just wake up every day raw powder, dress, wear
24:17
clothes and then dance because they have nothing to do.
24:19
Everybody has school with school fees to pay, everybody has rent
24:22
to pay, everybody has stuff that want to do with their life.
24:26
So all these people twerking and grinding, you know, it's it's
24:29
not just for, it's not just for giggles, you know?
24:32
Anyway, sorry for this. Going off on the tangent.
24:35
OK, basically I was just trying to say that Instagram, Tiktok,
24:39
those sorts of things, show the new sneakers however you choose
24:42
to do it. So Becky does a grinding, but
24:44
you don't have to. Then you can also partner with
24:46
influencers. You can also write blog posts
24:48
and articles about sneaker culture or things like that.
24:51
Now remember this is lead generation strategies.
24:54
The whole idea is you're trying to get people to tip their hand.
24:56
Try to show that I might be interested.
24:59
People like me who watch the video and leave just, you know,
25:03
ignore us, because there's some things that show, I think on
25:05
WhatsApp you can see people who watched but who didn't do
25:08
anything. So if you're on one of those
25:10
platforms, you can see that people watched.
25:12
Ignore the watchers. People who watched and liked.
25:15
That's something. People who watched and liked and
25:18
commented, that is something. People who liked and watched and
25:22
commented and then sent you Adm. Those are even stronger signals.
25:26
Somebody who liked and watched and commented and sent you Adm
25:29
sent you a text message and now the person is calling.
25:32
Can you guys see what I'm talking about?
25:35
Lead generation, how you qualify or rather how you score leads.
25:42
The person who went through all these processes, I still called
25:45
you at the end of the day. Now this is a hot lead.
25:47
The person has done 2345 things to show that I might be
25:52
interested. That is the person you should be
25:54
spending time with, not the person that watched and left or
25:57
maybe watched and only liked. OK, so these are some of the
26:00
things that you can do to get people to show their interest,
26:03
to show their hand. If you're doing this online
26:05
store, previous goods you're selling, St.
26:08
Wear and sneakers. Now I'm only talking online
26:11
because like I was told at the Abuja Business Ladies meeting, I
26:17
was told I usually ignore online people.
26:19
So today I'm making all about them.
26:21
So when you're doing lead generation strategies, you're
26:23
looking for people who engage. That is why there's also this
26:28
thing called the lead magnet. The lead magnet is something
26:30
that you put out a freebie. You're trying to get.
26:33
People basically drop their contact details.
26:35
So if you make this video, let me see, OK, make this video.
26:43
You said the Kobe Bryant XYZ 5000 in memory of Kobe Drops
26:51
today. Starting price is 150,000 naira.
26:58
If you want to be put in a raffle drawer to be able to
27:02
qualify to win a free whatever, comment under this video and
27:08
drop your phone number. Now a bunch of people will do
27:11
that. You see, now that is a lead.
27:14
That is a lead. OK, well, that's not really a
27:16
lead magnet. That's more like a a a raffle or
27:19
something or a lucky draw. But you get my point.
27:22
The people who drop phone numbers, those are good leads.
27:24
Do your raffle, announce a winner.
27:27
But from all those phone numbers, you can hit those
27:29
people up and have conversations with them.
27:31
I noticed that you dropped your phone number to win a something,
27:34
something, something. Sorry you didn't win, but
27:38
they're releasing a new line of Kobe blah blah blah blah blah is
27:43
not as limited edition as this one.
27:44
Would you be interested in having a look when the thing
27:47
comes out? Some people will say no.
27:49
Some people will ignore. Ignore those people while
27:52
looking for people who are engaging.
27:53
The people who say yes, very good.
27:55
Take those numbers, those phone numbers, put them in a separate
27:58
book or something. When the thing launches you will
28:01
now call those people specially there you bro sister.
28:04
How far now? It's me it's Priya remember I
28:07
reached out to you 2 weeks ago blah blah blah.
28:10
Anything has dropped though. Do you wanna have a look?
28:12
It's limited edition of this one is only 1000 copies.
28:16
Would you like to have a look now Should IDM you the the link,
28:20
the whatever, so you guys you see how we're going with this.
28:25
So that's the whole thing about raffles, lead magnets and all
28:28
those things. You're trying to give something
28:31
away for free or the prospects of them winning something so
28:35
that you can get information, get somebody's e-mail, get
28:38
somebody's phone number so that you can reach out to people
28:42
later on to have much more productive conversations.
28:46
Now this process of engaging and this process of sorting through
28:51
contacts, sorting through these phone numbers and the emails
28:54
that you're going to get from this video or from all the
28:56
activities you're doing online, this is the process that is
28:59
called qualification because you're sorting through people,
29:03
you're talking to them, learning about them, learning about their
29:06
taste. You have to learn about their
29:08
taste, because it's possible that Papillos like me might be
29:12
interested in the Jordans and the Kanye West, whatever.
29:16
But then people who are 18 to 20 something might only be
29:20
interested in LeBron James, you know, stuff like that.
29:26
So you need to know who it is that you're talking to.
29:29
This is the whole process of qualification.
29:31
You're just sorting through people.
29:32
So from the traffic gate on the website, this is the process.
29:38
You put out lead magnets, free offers, stuff like that.
29:41
Get people's contact details. Social media is the same thing.
29:45
You're trying to get contact details or you're trying to get
29:47
people to DM you. You know that whole you know, if
29:49
you're interested, DM me Now. The people that didn't DM ignore
29:53
them. The people that DM you know.
29:55
This might be serious and you're engaging in qualification.
29:58
Then whenever we qualify, we're trying to figure out people who
30:01
are just merely curious because so many like me and my DM just
30:04
because I'm curious. As per I have not seen an Air
30:08
Force One since I left secondary school.
30:11
So I'm just curious, maybe I just want to see, OK, what do
30:13
they look like now? OK, my best friend Nana, he had
30:17
one. And let me just see, is it the
30:19
same kind of thing as Nana? It's not like I'll see if I want
30:22
to buy you because there are people like that who respond
30:24
because they're just curious. So you're trying to figure out
30:26
all those people out for people who are just curious.
30:29
You try and put them into a relationship nurturing phase
30:32
because you might groom the relationship and maybe later on
30:35
that I want to buy it. So who knows, maybe I came
30:37
because I was curious. Aspire when were kids, Nana had
30:42
one. Maybe Popsy couldn't buy one for
30:44
me. I was only curious.
30:46
But maybe now I'm a big boy. I have more money.
30:49
I saw that shoe I didn't treat myself to when I was a child.
30:52
Maybe now I want to treat myself to it.
30:54
Because like after all, why should I carry last?
30:56
Nana wore Air Force ones myself. I should be able to wear Air
31:01
Force ones before I die. So you never know.
31:03
You might be able to get me to buy some shoes on me later on,
31:06
then from people who are interested.
31:10
You're having much more direct sales conversations.
31:13
Then of course, like I said, you also have to be asking questions
31:15
about people's style, 'cause you're trying to figure out what
31:20
are they interested in, you know, things like that.
31:23
So this process is not as straightforward as some people
31:25
think, 'cause some people think you create content on Instagram
31:28
and then you don't blow. So it's not like that.
31:30
This is all the stuff that happens in the back.
31:32
You're engaging with people during live chats, during DMS,
31:36
during e-mail, during WhatsApp, you know, stuff like that.
31:39
So this is the hard work that has to be done when it comes to
31:43
creating a winning sales process all the way from lead generation
31:47
all the way down to closing a deal.
31:49
And of course we used a fictional case study pre a
31:53
street wear sneakers, but the whole process is still the same
31:58
no matter what business you do, whether online or offline.
32:03
Now of course they're going to be more case studies in the
32:06
future, so we don't have to say everything today.
32:09
I just want you guys to be able to see how all that theory that
32:13
we discussed yesterday, how it applies live and direct, you
32:16
know, to people who are trying to do stuff.
32:19
Now when I do speak to the lady who's actually the real life
32:21
lady who's selling sneakers on street wear and I learn all
32:25
these things from her because it's possible that this is my
32:28
ICPI think my ICP self is too broad.
32:30
I think 18 to 45 is too broad. I think it should be narrower
32:34
when they when I speak to her, you know I'll get the low down
32:36
and I'll come share with you guys.
32:38
So we've done 30 minutes. Let me bring it to a close.
32:40
Thank you very much for your time and attention.
32:42
My name is Tavishma Ayede. I'm the host of the show.
32:44
Please connect with me on LinkedIn.
32:46
My the correct spelling of my name.
32:48
You will get that from the link. We're currently listening to
32:50
this episode. And also my e-mail address in
32:52
case e-mail is your thing. But then if you're a WhatsApp
32:55
person you like to send messages, then I'm available on
32:57
WhatsApp and Telegram. The number is 08064662140.
33:03
The country code is +234. For those of you who are not
33:06
Nigerian, thanks for your time and attention.
33:08
I'll catch you guys at the next episode.