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Customer Service: Your Secret Sales Weapon · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:00
  Today I want us to explore some ideas around customer service
• 0:06
  and this is the reason why because this is a sales podcast
• 0:10
  and once in a while we talk about things marketing related.
• 0:13
  So for those of you who are loyal listeners, you've been
• 0:15
  listening for a while, you know, weeks, months, maybe years, OK.
• 0:19
  Now those of you who've been listening for years, you know
• 0:20
  this will come as a surprise. But for those of you who've been
• 0:23
  listening for a couple of days or a couple of weeks, you're
• 0:25
  going to be surprised that why are we talking about customer
• 0:28
  service on a sales podcast? And this is the reason why.
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  Remember that, you know, since it's a sales podcast, we're
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  focused about the money. Any single thing that can help
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  us get money, we will talk about it.
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  So the reason why we're going to talk about customer service on a
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  sales podcast is because customer service is tied into
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  key, two key ideas. 2 main ideas that sales people are really
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  interested in #1 is customer lifetime value.
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  The idea behind customer lifetime value is every single
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  time somebody comes and buys something from you, the person
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  is not just worth that single purchase, but the person is
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  worth several purchases. Let me give you an example.
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  I did business with my business partner, one of my business
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  partners, and we came into some good money.
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  And now, because there's some excess cash rolling around, I
• 1:22
  figured it's time to get my wife a new phone because our phone is
• 1:26
  currently four years old. And yeah, you know, my wife can
• 1:31
  be rough when it comes to phones.
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  So I think it's time to get her a new phone now because the
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  place that I bought the phone the last time, that's her phone
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  and my own phone. The salesperson did an
• 1:45
  absolutely stellar job. She did a good idea of figuring
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  out who we were and recommending phones that work for our
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  personal circumstance. Because in fact, the phone that
• 1:55
  she sold to me, that's the Xiaomi 13C is still, sorry, the
• 1:59
  12 C is still the phone that I use for Business Today.
• 2:02
  In fact, that is what I use to. I've used to record every single
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  podcast for the last maybe like 4 years.
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  So it's a pretty damn good phone now because she has done a very
• 2:14
  good job. We're going to come back and
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  we're going to buy more devices from her.
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  So the value of me as a customer to the lady who sold the phone
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  to me and to my wife, it's not just that's first purchase when
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  we bought the phone four years ago.
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  So four years ago we bought 2 phones from her.
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  I think my phone was just short of 100 and I think so short of
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  200. And I think my wife's phone was
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  just over maybe 120, maybe 140 or something like that.
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  Yes, some of you will be shocked, you know, but like I
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  said, this was four years ago, so the economy was in a
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  different state and you could get good phones then for, you
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  know, 100 grand, 150 grand, you know, now things are different
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  anyway. So if this salesperson only just
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  looked at us as the value of that single transaction then,
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  and she didn't do a good job of not only selling us the phones
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  but of keeping in touch, then she'll be losing out on future
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  revenue, which is the purchase that we're going to do soon by
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  getting a brand new phone for my wife.
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  And then who knows future devices that we're going to buy,
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  tablets, laptops, you never know.
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  So in a business context, whenever you're having a
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  conversation with someone and you're selling a product, you're
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  selling an item, the value of the person is not just that
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  single item that they're buying from you.
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  So if you're in real estate and you're talking to someone and
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  the person buys the plot of line from you, let's say 63,000,000,
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  the customer is not just worth 63 million.
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  We want to do a good job and hopefully the person will come
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  back, you know, in a year or two, maybe five years and buy
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  another plot of land maybe worth 500 million or worth, you know,
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  7 million or whatever. But The thing is, we're looking
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  for, we have a concept of a customer lifetime value, that
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  the customer is not just worth a single purchase, but the
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  customer is worth an aggregate of several number of purchases
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  that we can expect them to make, that we can expect them to buy
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  over the course of XYZ period of time, depending on what your
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  business is. So customer lifetime value #1
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  sales people are interested in that because customer lifetime
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  value means we're making more money not just today or making
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  more money over time. Then another thing that sales
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  people are preoccupied, preoccupied about is repeat
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  purchase. Repeat purchase just means
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  somebody buys something from you today and the hope is the person
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  will come back and buy something from you tomorrow or next month
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  or next year or in another five years, but want people to come
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  back again and again. So sales people or at least
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  traditional sales people, traditional business people are
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  preoccupied with customer lifetime value and repeat
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  purchase. We are preoccupied with how many
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  times people come back to buy again and how many people
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  customers refer us to. That is the reason why we pay
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  attention to customer service, because customer service is
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  directly tied into something called customer retention or
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  client retention. That just means of the customers
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  we have, how many of them are we going to keep?
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  Because if we do a really good job of bringing in 100 customers
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  into the business this year, so whatever business it is that you
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  do, let's say you get 100 new customers this year, you clap
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  for yourself, you're doing good. What if next year eighty of
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  those customers leave and take their money someplace else?
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  It shows that there's serious problems in your business.
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  You're hemorrhaging money and you're making your life
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  difficult. Because if you get 100 customers
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  this year, in 2026, a hundred clients and next year, let's say
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  80 of them remain with you, that is easy income that you're going
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  to make next year, in 2027, that you won't work as hard because
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  they did business with you the year prior.
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  They already know you, they already trust you.
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  So closing the deal is going to be a lot easier.
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  So you have to spend less money and you have to spend less time
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  running after new customers in the coming year.
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  So these are the reasons why we pay attention to customer
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  service, because customer service is directly tied into
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  customer retention, is directly tied into client retention.
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  And if you have good customer service processes, it means
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  you're going to be able to maximize customer lifetime
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  value. How long are people going to
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  stay with you? You're also going to be able to
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  maximize repeat purchases. They stay with you.
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  How often do they buy? How frequently do they buy?
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  And then of course, customer lifetime value also tied into
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  referrals as well. So it's not just how many times
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  they buy from us, but it's also how many people that they bring
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  our way. So that's the reason why those
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  of us who are traditionally focused on sales also like to
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  pay attention to customer service because these ideas help
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  us to make more money. Now before we continue, if you'd
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  like to connect with me, you can call me, send me a text message
• 7:24
  or WhatsApp message on 08064662140.
• 7:30
  If you're interested in the 15 minute sales audit, you can
• 7:33
  WhatsApp me on the same number, 0806466 2140.
• 7:41
  And if you'd like to join my WhatsApp channel, you can
• 7:42
  WhatsApp me on the same number and then we're going to hook you
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  up. So now let's do a little bit of,
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  let's handle some definitions. Now in Nigeria, whenever we say
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  customer service, unfortunately, the idea that we have about
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  customer service is very reactive.
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  In other words, we only remember customer service in Nigeria.
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  Wendy's problem, we only think about customer service.
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  Wendy's busy. We only think about customer
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  service when people are dissatisfied with us.
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  We only think about customer service when the brand promise
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  of the business has fallen short.
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  You promise somebody one thing, the advertising says one thing
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  more people experience something else when they work with the
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  business. So in Nigeria, that is only when
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  we think about customer service. I mean think about it.
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  I had an interaction with the bank last week and I had to
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  reach out to the customer service department.
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  I wasn't reaching out because I was happy, I was reaching out
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  because I was terribly upset about something.
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  So in this part of the world, in Nigeria, when we say customer
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  service, unfortunately we still have very reactive ideas.
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  Customer service are the people who pick up the phone when
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  people are angry with us, when this busy, when people are
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  unhappy, when this quarrel, when this issue.
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  Now, if you look towards Western countries, they have a much more
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  wider conception of customer service, much, much broader.
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  But then again, you know that I'm a sales specialist, I'm a
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  business development consultant, I'm a sales coach, I'm not a
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  customer service specialist. So because of that, I'm not
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  going to bother looking at the wider definition of what
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  customer service is. So if you want to, you can go
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  and do that research on yours by yourself.
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  So excuse me, but there is something that we can do better
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  though in Nigeria. We need to be much more
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  proactive with our customer service functions.
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  Now, customer service is also related to two other business
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  functions that we should pay attention to.
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  Number 1 is customer success and then #2 is customer
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  satisfaction. So let me repeat, yes, I know
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  we're hearing customer, customer, customer.
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  But just remember, every single time we talk about all these
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  things, the reason why we're discussing them is because it is
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  going to help us make more money.
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  It is going to cause people to stay with us longer.
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  It is going to cause people to buy from us regularly.
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  It's also going to cause our customers to send their friends
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  and their family members and their associates to buy from us
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  as well. So I focused on the money here.
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  OK, so don't worry, we're using too many fancy terms now.
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  Customer success just means when somebody bought from us, were
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  they successful? Were they able to achieve
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  exactly what it is that we promised them?
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  So if you sell solar panels, the customer success function of
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  your business just means you sell them the solar panel.
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  You promise them they were, they were going to be off the grid
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  for 24 hours every single day for 365 days of the year.
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  So you don't just deliver the solar panels and then you don't
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  keep in touch again, you deliver the solar panels.
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  And then like my client in Lagos, because what they do is
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  they also install remote monitoring capabilities.
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  So what they do actually is they install today, let's say they
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  install on a Saturday, Monday morning, they give a call and
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  that's one of the things they want to find out.
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  The remote monitoring that we put up is the thing working over
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  here in the office. We can see that the panels are
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  working. They're working at this capacity
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  and this one is working and this one is working.
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  Mr. Customer, can you see that The thing is working from your
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  own end as well? If it is not working, let us
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  know. Let us send a team out so that
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  we can rectify these things. Sharp, sharp, sharp.
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  These are the kinds of things that we will do in a Nigerian
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  context, in a Nigerian environment that will help us to
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  stand out and will make us seem more professional and then we
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  will maximize customer lifetime value.
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  They will stay with us longer. When the system is old, when
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  they need replacing, when they need upgrading, they will call
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  us because we are the ones who seem like we are the superior
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  alternative. Then we'll also get referrals
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  because if somebody asks and says Odugu Mazi, Chief Alhaji,
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  so, so, so and so I like this. Your solar, whatever, how much?
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  Where did you get it? Chief or Alhaji will confidently
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  say, call these my guys, they're the ones that hooked up the
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  whole thing. Since they did it, we've not had
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  any problem. In fact, the time that we had
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  problem, I called them 9:00 at night.
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  By 5:30 in the morning, engineer was already on site trying to
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  solve the problem. These are the things that you're
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  going to do that will help us to maximize customer lifestyle
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  value and get lots of repeat purchases and get lots of
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  referrals. So we have to be proactive.
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  Customer success just means what we said this thing will do.
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  Did it do it? So get into the habit of calling
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  the person after you deliver, after you install, after you
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  have your session, what we promised did the thing work?
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  That is a customer success function.
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  Then customer satisfaction goes one step beyond.
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  It's not just a matter of did the thing work, it also moves
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  into are you happy? Because sometimes, yes, the
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  thing works for 100%, but then the person is not entirely
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  happy. He said, Madam, what is wrong?
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  He said, well, you know, I was also thinking blah, blah, blah,
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  blah, blah. And then in that case, you
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  realize that Madame had some expectations.
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  She was hoping that there were a couple of things that should be
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  able to get extra, but that she didn't get.
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  So in this case, everything works 100% as you promised.
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  You just didn't on earth some expectations that she had coming
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  into it. This is what the customer
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  satisfaction function of the business is about.
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  The thing works very good. Customer success.
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  Now customer satisfaction. Are you happy?
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  Oh, Madam, you're not happy. We're terribly sorry.
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  We must have missed something. Please just tell me, like,
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  what's the issue? OK.
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  How did this start? OK.
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  Oh, what are you feeling? Oh, OK.
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  You're also hoping for this. You're also hoping for that,
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  see, so those things are important.
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  So it's from doing having a customer satisfaction function
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  in your business. Are you happy that we can
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  maximize customer lifetime value, that Madam will continue
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  to buy from us again and again and that she will also refer her
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  friends and her family members and her associates.
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  Madam will say that, you know, yes, I like them.
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  You know, initially, you know, they mess up on one or two
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  things, but they handle it well. I trust these people because
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  they are professional. So these are some of the things
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  you should be paying attention to and we should be proactive
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  when it comes to customer service and not just reactive as
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  we are in Nigeria. Stop waiting on today's basis
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  and somebody picks up the phone to say where are you?
• 15:02
  How can you do this? You're useless person.
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  Your engineer did this, your delivery driver did this, blah,
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  blah, blah, blah, blah. This thing is broken.
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  Something, something, something out of the warranty.
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  Don't wait for all that basic to happen.
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  Don't be reactive in Nigeria. We need to be proactive.
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  And the reason why is not because we are forming UIBO.
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  No, the reason why is because we're trying to maximize
• 15:26
  customer lifetime value and we're trying to get repeat
• 15:29
  purchases and we're trying to get referrals coming in through
• 15:33
  the door. So how can we be proactive?
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  Now I know some of you are listening, especially if you've
• 15:40
  never heard things like this before, it's sounding kind of
• 15:43
  scary. That's not a problem.
• 15:45
  Applying these principles, yeah, can be tricky.
• 15:47
  So if you need me to look at your particular circumstances,
• 15:50
  just call me, send me a text message or send me a WhatsApp
• 15:53
  message on 08064662140. If you want a 15 minute sale
• 16:00
  audit or you want me to audit your customer service processes,
• 16:04
  I can do that from a sales perspective.
• 16:06
  Just call me, send me a text message or WhatsApp message on
• 16:10
  08064 662140. If you'd like to join my YouTube
• 16:16
  channel, just WhatsApp me on the same number.
• 16:19
  I will get you hooked up. So how can we be proactive?
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  I've already hinted about a couple of things #1 after
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  installation, after delivery, after finalization, after
• 16:30
  groundbreaking ceremony, after ribbon cutting ceremony, after
• 16:34
  whatever it is, after onboarding, after whatever it is
• 16:38
  that you do in your own business.
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  Call the person and have a debrief.
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  You call them, you say thank you very much for doing business
• 16:46
  with us. As you're aware, the team
• 16:49
  installed last week. Saturday morning, 10 AM.
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  I'm just calling now to be sure everything is OK.
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  Everything is smooth. No problem.
• 16:58
  This one is working OK. OK, good.
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  We also discussed this. We discussed this.
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  Should be. This one is working well.
• 17:03
  This one is working well. There's no problem, Abby.
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  OK, We thank God. I just wanted to know that.
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  But before I go, Madam Bros, you know, whatever.
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  Are you happy with how everything is so far?
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  Have the the conversation. So you call to do a debrief.
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  You thank them for their business.
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  You thank them for their custom. You confirm that things have
• 17:31
  been delivered. You confirm that things are
• 17:33
  working. You confirm that nothing is
• 17:36
  broken. You confirm that nothing is
• 17:38
  missing. After that, you want to be sure
• 17:42
  are you happy if the solar system that you delivered, It's
• 17:46
  not just a matter of are you happy, it is also.
• 17:49
  I hope Madame is happy now that you will have like 247, you say?
• 17:54
  In fact, since we installed that thing, Madame has not stopped
• 17:57
  watching Desperate Housewives. She has been watching her real
• 18:01
  Real Housewives of Lucky back-to-back to back.
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  She has downloaded everything on the DSTV Compact.
• 18:09
  I shall just be watching it back-to-back to back.
• 18:11
  In fact, now, Madam, they enjoyed the solar pass.
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  Not even the children. By the time you talk like that
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  and the customer is saying all these good things and they are
• 18:21
  hearing themselves say all these good things about your product
• 18:25
  and about the quality of service that you have delivered.
• 18:27
  That is the kind of thing that will come to cause them to call
• 18:30
  you when the system is old and it's time for a new system or to
• 18:34
  call you when it is time for an upgrade.
• 18:37
  You know, maybe they have more children.
• 18:39
  They want to move from 10 kva system now to a 25 kva system.
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  That is what we'll call them to call you.
• 18:45
  They want to upgrade. They want to change batteries.
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  That is what will cause them to call you.
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  That is also what will cause them to refer their friends to
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  you because you've had this conversation.
• 19:00
  Oh, by the apologies for the noise in the background, the
• 19:02
  house is being cleaned. Today's a Tuesday morning, so
• 19:06
  and I've taken some precautions. So hopefully the noise that will
• 19:08
  come in won't be too much. All right, so you confirm that
• 19:13
  everybody's happy and you confirm that your product or
• 19:18
  service is delivering on every single thing that you promised
• 19:22
  them. Now, the reason why some of you
• 19:24
  don't want to make these calls is because you are scared.
• 19:27
  I understand, I understand perfectly because early on I
• 19:31
  didn't want to call and find out are you happy with the album?
• 19:35
  That's when I was in the event space because I was afraid.
• 19:38
  Then I'll call the bird and say, are you happy with the album?
• 19:41
  And then the bird would say no, I don't like page 5, I don't
• 19:44
  like page 12, I don't like page 6.
• 19:47
  That was my biggest fear. But see, you know what?
• 19:51
  We need to face this fear because if this customer is
• 19:54
  unhappy, they're not saying anything.
• 19:56
  It doesn't change the fact that they are thinking it and it is
• 19:59
  going to absolutely mess up our items to maximize customer
• 20:04
  lifetime value. It will mess up our attempts to
• 20:08
  get them to do business with us again.
• 20:11
  It will mess up our attempts to try and get referrals from them.
• 20:14
  Think about it, as a young wedding photographer, you
• 20:17
  delivered something. In your mind you think it's OK,
• 20:20
  but maybe the bride is not happy because on page 6 she sees a
• 20:24
  pimple, on page 12 she saw a mole, and then maybe on page 14.
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  She thinks you make her. You made her bom bom look too
• 20:30
  big, but she didn't say anything.
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  You are now asking her to refer you for her sister's wedding.
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  Do you think she will refer? She will say no.
• 20:43
  She will want to give you her sister's number because as far
• 20:46
  as she's concerned, you leave pimple on her sister's forehead,
• 20:50
  you change her sister's color, and then you make her sister's
• 20:53
  bom bom look too big or too small as the case may be.
• 20:58
  Be brave and call if there's a problem.
• 21:01
  We are better off finding about this problem now and trying to
• 21:05
  deal with it instead of letting this thing faster and faster and
• 21:08
  then we're messing up our reputation.
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  They'll come to the house or say bring your album now let us
• 21:14
  watch picture. And then she says no, I said I
• 21:18
  was wrong. Now I said that guy just messed
• 21:20
  up my my pictures. He just totally messed up my
• 21:22
  picture. In fact, I don't ever want to
• 21:24
  see it again. She would not tell her husband
• 21:26
  take the album away. Go and put it away.
• 21:28
  See this is a real life something I have seen it.
• 21:30
  A friend of mine got married and my brother and I just keep come
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  and greet her like you know happy married life that kind of
• 21:37
  thing. So see how far now we will see
• 21:40
  picture. That's what she did.
• 21:42
  She told her husband that if I only take that thing off this
• 21:44
  table, I've told you I don't want to see this thing again.
• 21:46
  These people completely ruin my day.
• 21:49
  That is what they said. Now assuming I was not in the
• 21:53
  event space and I was looking for somebody to handle my
• 21:56
  wedding photos and videos, do you think if I was, let's say I
• 22:01
  was a female like her best friend, now her chief
• 22:03
  bridesmaid, do you think I will ask her give me the phone number
• 22:07
  for those your guys who handled your stuff?
• 22:10
  No, because as far as she's concerned, she said only take
• 22:14
  this album away. I told you don't put this thing
• 22:17
  here. I don't want to see it.
• 22:19
  These people completely messed up my day.
• 22:22
  It happens. So even though it is scary call
• 22:29
  if there's a problem, let us know now and let us start
• 22:32
  working on it now. Because we're trying to maximize
• 22:36
  customer lifetime value. We want them to buy from us
• 22:39
  again and again. We want them to send people to
• 22:43
  us, their friends, their Co workers, people from church,
• 22:48
  people from mosque, people from village town hall meeting.
• 22:51
  We want them to keep doing business with us again and again
• 22:55
  and again and again. If you have the conversation and
• 22:59
  you on earth any problem, what you do is you thank them for
• 23:02
  their honesty. So Madam, I'm terribly sorry I
• 23:06
  did not know about this and thank you very much Ma for being
• 23:10
  very, very honest. We want to take the best care we
• 23:14
  can for we can for our customers.
• 23:17
  And so because of that, Madam, I'm going to take responsibility
• 23:20
  to make sure that we solve this problem and I won't stop until
• 23:24
  you're happy. So Madam Novak's, I just need to
• 23:27
  ask you a couple of questions so we can figure out exactly what
• 23:30
  the problem is and then I'll know how we're going to solve
• 23:33
  it. Once she opens up her mouth,
• 23:36
  once he opens up his mouth and they tell you what it is, you
• 23:39
  can use this information to put a new proposal on the table.
• 23:45
  So this is a much more proactive way for how we can handle
• 23:51
  customer service issues in Nigeria.
• 23:54
  And remember, the focus is not we're trying to copy Oyibo or
• 23:59
  we're trying to be like Oyibo. No, the focus is not with a form
• 24:05
  professional. No, the focus is customer
• 24:08
  lifetime value. We want them to buy again and
• 24:12
  again and again. In fact, as they're buying again
• 24:14
  and again, we want them to be buying more expensive, more
• 24:17
  expensive, higher grade, higher grade.
• 24:21
  Then we also want them to send their friends and their family
• 24:25
  members to come and do business with us.
• 24:27
  People in church, people in mosque, their friends want them
• 24:31
  to send people our way. So that is the focus and that's
• 24:34
  the reason why I pay attention to customer service.
• 24:37
  So that's it for today. If you've gotten value from
• 24:39
  today's episode, you can connect with me.
• 24:41
  You call me, send me a text message or WhatsApp message on
• 24:44
  08064662140. Remember, I'll file a 15
• 24:50
  minutes, they'll audit. Or if there's any business
• 24:52
  process you want me to audit, that's not a problem, Call me,
• 24:55
  send me a text message or a WhatsApp message on the same
• 24:58
  number 08064 662140. Or you can join me on my
• 25:04
  WhatsApp channel just by WhatsApp, ping me on the same
• 25:07
  number and we will get you started.
• 25:09
  So thank you very much for your time and attention.
• 25:11
  I'll catch you some other time.